Almaty, Kazakhstan, secured over thirty contractual agreements allowing tourist travel from Shanghai, China.
** almaty showcases tourism offerings at ITB China 2025 **
In Shanghai, from May 27 to 29, 2025, the international tourism exhibition ITB China 2025 was held, with Almaty, Kazakhstan, one of the participating cities. This annual event is a significant platform for inbound tourism in China, attracting over 800 exhibitors and more than 10,000 industry professionals, as reported by Liter.kz.
At the Almaty booth, visitors were introduced to the city's natural wonders and cultural landmarks. The first day of the exhibition featured Kazakh warriors in traditional costumes and a folk instrument ensemble, playing popular Kazakh Kui songs such as "Adai" and "KözimniĞ qaraşy." Visitors had the opportunity to sample national delicacies, try on traditional Kazakh attire, and more.
Throughout the exhibition, seven domestic tour operators represented Almaty. Over 100 business-to-business meetings were held between Kazakh and international tour operators, and more than 30 agreements on tourist reception and online promotion were signed. These agreements aim to strengthen business ties and develop international cooperation to boost tourism to Almaty.
Gaziz Tolebek, deputy head of Almaty's tourism department, stated, "We hold Shanghai in high regard as a city with similar significance to its region, fostering economic and cultural connections. In 2025, we aim to sign a sister city agreement, a natural progression of our long-standing cooperation. The next step in developing our ties will be the launch of direct air communication between Shanghai and Almaty, with China Eastern Airlines starting regular flights from July 4, 2025. The Year of Tourism in Kazakhstan offers additional opportunities for joint projects, tourism route promotion, and interregional ties."
Exhibition attendees expressed positive views on Almaty as a tourist destination. John Wei, one guest, commented, "Almaty is a city I would absolutely like to visit. I've heard numerous positive reviews about it, and it seems like an ideal spot for a combination of business tourism, relaxation, and ecotourism."
China's outbound tourism market is recovering strongly post-pandemic, with numbers expected to reach 200 million travelers by 2028, creating an increasing demand for diverse travel destinations like Almaty. The ITB China exhibition provides Almaty with valuable opportunities to showcase itself as an appealing destination to Chinese travelers and tour operators, helping to increase its international tourism profile.
- The ITB China 2025 exhibition, held in Shanghai from May 27 to 29, 2025, offered Almaty the chance to display its cultural travel and lifestyle offerings to a vast audience of tour operators and industry professionals.
- As Almaty seeks to enhance its international tourism profile, the cultural-travel aspect of the city, showcased through traditional performances, national delicacies, and tourist landmarks at the ITB China 2025 exhibition, appeals to the growing demand for diverse travel destinations among China's recovering outbound travel market.
