On 27 February 2026, the Embassy of the Republic of Kazakhstan in the Kingdom of Belgium hosted a presentation of Kazakhstan’s tourism potential, bringing together more than twenty Belgian travel companies and representatives of Kazakh tour operators who had arrived from Almaty. The event aimed to establish direct business contacts and facilitate the inclusion of Kazakhstan in the offerings of the Belgian tourism market in the upcoming seasons.

The presentation was supported by the national company Kazakh Tourism, Amina Kökten from the Brussels office of Turkish Airlines, and Kazakh Tourism Ambassador in Belgium, Derya Soysal. The programme featured a series of B2B meetings and substantive negotiations between tour operators from both countries.

Opening the event, the Ambassador of the Republic of Kazakhstan to the Kingdom of Belgium, Roman Vassilenko, noted:

“Today’s meeting is of a practical nature. We are interested in seeing Kazakhstan become a regular destination in the catalogues of Belgian tour operators. This is about building sustainable partnerships and ensuring a long-term presence in the Benelux market.”

The Kazakh side presented routes in eco-tourism, cultural and educational tourism, and adventure tourism, as well as tailored offers for premium small groups and individual travellers. Particular emphasis was placed on bespoke programmes, природные направления and opportunities for combined tours.

According to the results of 2025, a total of 6,182 crossings of Kazakhstan’s state border by Belgian citizens were recorded, representing a 15 percent increase compared to 2024. This positive trend confirms the growing interest of the Belgian market in Kazakhstan and creates favourable conditions for further expansion of tourism cooperation.

As Chairman of the Management Board of JSC “NC Kazakh Tourism” Talgat Gazizov подчеркнул:

“We see steady interest from the European market in new destinations offering unique natural and cultural content. Our task is to ensure a high-quality product and professional support for our partners as Kazakhstan enters new segments of the European tourism market.”

Additional attention to Kazakhstan is being reinforced through international media projects. In particular, the new season of the popular French TV show Pekin Express: The Ice Route, filmed in several regions of the country, is broadcast in prime time and attracts an audience of over 3 million viewers, contributing to greater recognition of Kazakhstan across the Francophone space.

Following the presentation, the parties expressed their interest in continuing the dialogue and in developing joint tourism products tailored to the needs of European travellers, with a focus on the sustainable development of bilateral cooperation.