KYRGYZSTAN TOURISM KEEPS EVOLVING

Elena Kalashnikova was born in 1968 and has had an active and fulfilling life based around her love of travel, alpinism and diving. She graduated from Omsk State Educational Institute (Specialty: mathematics, computer science) in 1992 but realised that tourism was her passion that she wanted to dedicate her life to. She graduated from TURAN Institute (Specialty: Management in Tourism, Almaty) in 1998 and founded Ak Sai Travel Ltd. in Bishkek. This company gives its clients the chance to see the pure and pristine nature of Kyrgyz mountains. Elena has been awarded a national medal for the development of tourism in Kyrgyzstan.

Elena’s professionalism and experience led to her appointment, in 2012, as the president of the Kyrgyz Association of Tour Operators (KATO) - a non-profit organisation that defends the corporate interests of its members and the rights of its clients. The Association’s most important goal is the creation of a civilised tourism market and assistance in tourism industry development at the national level. Elena successfully managed KATO for more then ten years and promoted Kyrgyzstan as a destination for inbound and outbound mar- kets. Both colleagues and clients notice positivity, kind attitude to people travelling and providing hospitality.

OCA: What are the priorities for Kyrgyz tourism, in terms of which countries they would like to attract and what age/type of people they are looking for, given that Kyrgyzstan has traditionally been known for adventure tourism, with activities such as backpacking in the wilderness?

Elena Kalashnikova: The Kyrgyz Republic is very diverse in terms of tourism opportunities. Adventure tourism is only one of the directions we’re going in, although you are right, the direction is very popular. In our country, 94% of the country’s territory is mountains, there are peaks that are above 7000 meters, which are attractive for climbers from all over the world. There are mountain hikes of varying difficulty - for both professionals and amateurs, people come for holidays on the beach - we have the wonderful lake Issyk-Kul, the second largest alpine lake in the world. There are cultural tours - the Great Silk Road passed through Kyrgyzstan, there are many ancient fortresses and familiar locations from historical chronicles. Therefore, traveling to the Kyrgyz Republic will be of interest to everyone, regardless of age and preferences. As for the tourists from which countries we would like to attract, primarily those from the European region, the Middle East and Southeast Asia. People from these countries have a good idea of what they want to see. And they have plenty to choose from. They are interested in Kyrgyzstan as a new direction. We have truly unique natural conditions. And, importantly, people are hospitable and ready to receive tourists.

For certain countries, adventure tourism is interesting. For tourists from the CIS - beach tourism, sanatorium treatment, and in the winter, skiing. Europeans are most attracted to the mountains - trekking, climbing and everything related to adventure. Therefore, we focus on these areas for them.

OCA: How are the government and promoters intending to market the region?

EK: The uniqueness of our country lies in the fact that we can offer a whole range in the types of tourism that a person can enjoy, and we must talk about them. To promote Kyrgyzstan, our Tourism Development Support Fund uses traditional methods. These are direct contacts with tour operators of other countries, participation in tourism exhibitions and fairs, with promotion of the country done through direct sales at these events, holding road-shows and fam-trips for the media and tour operators of other countries, interaction with organizations of compatriots abroad. The Foundation has already organized 11 national stands at the largest tourism exhibitions in the world. Each time presentations are held, dozens of meetings are organised, and contracts are concluded. Of course, we also promote through the Internet and social networks. But focusing solely on this is clearly not enough. Publications on the network can show what awaits a person, but, unfortunately, they do not convey emotions. Nothing replaces live communication when travelling to the country. Therefore, we need to establish as many personal contacts as possible.

OCA: Is cultural heritage a major draw for tourists and if so, what plans are there to develop this?

EK: If, speaking of cultural heritage, we mean fairy tales, legends, folk music and folklore, then, of course, yes. If we mean our nomadic culture that we still have and that we still value to this day – then of course, also yes. The Tourism Development Support Fund support yurt camps, for glamping even (providing comfortable campsites in our national style). Staying in them, you can feel the nomadic life of people who spend their time on the pastures, among grazing cattle. Kyrgyz national pat-