On September 24, AlmaU hosted another expert roundtable, Almaty Future Tourism Dialog, dedicated to the key challenges and prospects of the tourism industry. The main focus of the event was on destination management, digital transformation, and the implementation of quality standards and certification for tourism businesses.
The event began with a minute of silence in memory of the tragic events in Mangystau. This was followed by welcoming remarks from Azamat Aueskhanuly, Dean of the AlmaU School of Management, as well as representatives of NC «Kazakh Tourism» JSC, the Almaty Chamber of Entrepreneurs, the city’s Public Council, and the Alliance of Creative Industries of Kazakhstan.
The business programme was opened by Yerkin Tikenov, Coordinator of the CIAQ Tourism Committee, Director of Inside Travel, and AlmaU Professor of Practice, who presented the results of the Taldau Almaty School of Analytics. The presentation covered the digital transformation of tourism in the Almaty agglomeration, mechanisms for smart specialization of districts, and the development of a distributed experience economy. The presentation also included recommendations on territorial management in tourism.
The official part continued with a presentation by Aqbotа Qaiyrkhanova, a representative of the national company Kazakh Tourism, who spoke about opportunities to improve service quality through the “Quality Mark” programme.
The central event of the day was an expert panel discussion titled “Quality as a Driving Force for the Development of Tourist Destinations”, moderated by Yerkin Tikenov. During the discussion, experts representing government institutions, public councils, the banking sector, and non-profit organizations discussed barriers to and incentives for voluntary certification, the balance between control and business support, as well as safety standards in active tourism.
During the discussion, participants highlighted the importance of unified approaches to the quality of tourism services and destination development.
“The ‘Quality Mark’ programme has proven its relevance as a tool for increasing competitiveness. Dialogue with businesses shows that certification is becoming not merely a mark of distinction, but a real standard of customer orientation and safety in the market,” said Aqbotа Zhubanyshkyzy Qaiyrkhanova, Chief Manager of the Tourism Products Development Department at NC «Kazakh Tourism» JSC.
“The HoReCa sector directly influences the overall impression of a destination today. It is important that quality standards are implemented with consideration for market realities and help businesses overcome staffing and operational challenges,” emphasized Gulnara Nurganovna Katibayeva, Chair of the Public Council of NC «Kazakh Tourism» JSC and representative of the Association of Restaurant Clubs of Kazakhstan.
The discussion also featured Nariman Baktybayevich Abilshaikov, Chair of the 4th Commission on Entrepreneurship and Tourism of the Almaty City Public Council, and Diana Frolova, Executive Secretary of the KazAlpineClub NGO and member of the Tourism Committee of the Alliance of Creative Industries.
“The quality of destination management is a comprehensive indicator that affects the comfort of both tourists and local residents. Public oversight and open discussion help identify areas for development in Almaty in a timely manner,” noted Nariman Baktybayevich Abilshaikov.
“The development of active tourism requires an uncompromising approach to safety and authentic experiences. The synergy between the creative sector and professional associations makes it possible to create unique and reliable tourism products,” said Diana Frolova.
The programme concluded with presentations of Travel Massive Almaty projects dedicated to travel-tech initiatives, followed by networking and a coffee break.
The event provided an effective opportunity for exchanging experience, strengthening partnerships, and developing practical solutions for tourism development in the region.