Tourism Experience

Tourism Development Strategy for Astana, Kazakhstan

Horwath HTL was engaged to develop the Tourism Development Strategy for Astana for the period 2017–2020, with an extended focus on marketing and branding strategies through 2021.

The project established a comprehensive vision, mission, and set of tourism goals aimed at positioning the city as a dynamic, attractive destination for diverse traveler segments.

The strategy emphasized the development of three key tourism products: short city breaks, medical tourism, and business tourism.


Project scope

Horwath HTL was engaged to develop the Tourism Development Strategy for Astana for the period 2017–2020, with an extended focus on marketing and branding strategies through 2021. The project established a comprehensive vision, mission, and set of tourism goals aimed at positioning the city as a dynamic, attractive destination for diverse traveler segments. The strategy emphasized the development of three key tourism products: short city breaks, medical tourism, and business tourism.

The strategy began with an in-depth analysis of Astana’s existing tourism landscape. This included a product status-quo evaluation to assess current offerings, infrastructure, and market competitiveness. Secondary research was conducted to benchmark Astana against comparable destinations, identifying gaps and opportunities for differentiation.

For each tourism product, Horwath HTL developed tailored development recommendations and strategic marketing guidelines:

1. Short Breaks in the City: The focus was on enhancing cultural, architectural, and leisure attractions to appeal to regional and international travellers seeking quick, immersive experiences.

2. Medical Tourism: Strategies aimed at leveraging Astana’s advanced medical facilities to attract wellness and medical travellers from neighbouring countries and beyond.

3. Business Tourism: Given the city’s role as a political and economic hub, business tourism strategies focused on improving convention and event infrastructure, enhancing service quality, and positioning Astana as a premier MICE (Meetings, Incentives, Conferences, Exhibitions) destination.

The engagement also included designing a new Destination Management Organization (DMO) system for the Astana Convention Bureau. This involved restructuring operations to improve destination promotion, stakeholder coordination, and resource management. The new DMO framework emphasized efficiency, innovation, and collaboration, equipping the Bureau to effectively implement the tourism strategy and sustain long-term growth.

Horwath HTL’s work provided a clear roadmap for Astana’s tourism development, with actionable strategies to enhance its appeal and competitiveness across multiple market segments while fostering sustainable growth.

Tourism
Operational Support
Strategy and Planning
Destinations

Project Location

Astana, Kazakhstan


Croatia Office

Siniša Topalović

Croatia office


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