Today, international tourism is one of the fastest growing industries in the external world economy. It has a big influence on the world economy because well-developed tourism brings enormous money.

Today, international tourism is one of the fastest growing industries in the external world economy. It has a big influence on the world economy because well-developed tourism brings enormous money. It becomes apparent to make tourism as major independent branch of country’s economy, which is aimed at the needs of the population's satisfaction. Tourism is one of the factors of world integration process. Kazakhstan has natural resources and unique beautiful places; besides, it is rich with ancient culture monuments which have a world significance. It means that Kazakhstan has a great potential for tourism development in the international market.

In comparison with developed countries Kazakhstani tourism is only on starting level. However, for Kazakhstani government it would be very beneficial to use tourism as a type of business, but tourism in Kazakhstan is not developed. The reason of such kind of problem could be connected with poor quality services and ineffective promotion of this country. Kazakhstani government need to improve tourism services and to show Kazakhstani beautiful places all over the world. Another reason can be connected with the high price visas. According to Shaikenova (2006), the price of Kazakhstan’s visa, for all countries, is 160$, in comparison visas to neighboring Kyrgyzstan for 44 countries are free. It means that Kazakhstani government creates good possibilities for our competitors. The next reason can be lack of branding in Kazakhstan. Today Kazakhstan has not got an interesting and unique brand, for this reason tourists are not interested in this country. Finally, if this problem is not solved, Kazakhstani government will lose enormous quantity of money and a lot of people will still stay without work. However, in spite of the fact that Kazakhstan has a lot of problems in tourism sphere, if Kazakhstani government chooses the right ways to develop this sphere, the country will become a great tourism destination for people from all over the world.

The first solution which can help Kazakhstan to develop tourism is connected with free visas. Free visa is a good way to increase the quantity of tourists. It is necessary to attract people’s attention to tourists coming. Therefore, Kazakhstani government can do it by offering travelling convenient conditions. For instance, in 2011 Russia and Turkey signed an agreement on visa-free travel, and if in 2011 the quantity of Russian tourists were no more than 3, 1 million people, in 2012 it increased to 3, 6 million (abolition of visas for Turkey, 2012). Today Turkey is the one of the most popular tourist destinations. It is expected that this year Turkey will be visited by four million Russians. Before 2011 Russians preferred the beaches of Antalya, but after the abolition of the visa regime, Russian tourists started to visit Istanbul and Turkey's cultural attractions, too. (Abolition of visas for Turkey, 2012)

The second example of country which opened free visa regime for different countries is Kazakhstani neighbor Kyrgyzstan. According to president of Kyrgyzstan Almazbek Atambayev (2012) Kyrgyzstan today has a law on the introduction of a visa-free regime for citizens of forty four countries up to 60 days. Kazakhstan and Kyrgyzstan have similar histories, cultures, and natures. Also, in spite of close relationship between these two countries, Kazakhstan always should remember about rivalry. Free visa traveling in Kyrgyzstan means that a lot of tourists will prefer visiting Kyrgyzstan than Kazakhstan. In addition, visiting Kazakhstan is a little bit problematic because of a lot of paper work. However, visiting Kazakhstan on free-visa travel could have negative reflection on economic side, but it could be offset by the growth of tourism and the increasing number of foreign nationals. Since they will be renting hotel rooms, using transport, hiring cars, and making some excursions to purchase souvenirs, as a result they will be benefiting for the national economy. According to Daurenbekov (2009), statistically one tourist employs seven citizens of the host country and since tourist lives in the host country for a few weeks, he spends up to one thousand dollars. Thus, Kazakhstani government side should understand the benefit of free-visa regime if it wants to improve tourism and attract a lot of people to Kazakhstan.

The second solution is connected with establishing a new brand of the country, which is one of the ways to attract tourists’ attention. The new Kazakhstani brand should be like a business card. It is necessary to find brand’s field, and then use it like a label of the country. For example, Turkey and Egypt have brand of “all inclusive” hotel system. All inclusive system means that people pay once for all but after that they could use everything in hotel area for free price. This system includes food, drinks and entertainment which will be unlimited. According to the Ministry of Culture and Tourism of Turkey (2012), since 2011 after they started to use “all inclusive” hotel system, 8 million of tourists per year rose to 29 million tourists per year.

Also Kazakhstan can produce a product for entire world, which could be associated with that country. For instance, fast food is connected with the USA, when people see different electronic news as robots people think about Japan, also beer is associated Germany. Historically, Kazakhstan is a nomad country, and for this reason product which Kazakhstan can produce is a koumiss. Koumiss is a traditional drink of the nomads-cattle breeders. The consumption of koumiss has a benefits for metabolism, nervous systems, the blood-producing organs, the function of kidneys, increases the immunity. The effectiveness of koumiss was established in the cases of pulmonary and urino-genital sphere tuberculosis, emaciation, and anemia. Usefulness of Koumiss depends of composition; fortunately horses in Kazakhstan graze in the best meadows, for that reason koumiss in that country especially rich for different minerals and vitamins. Thus, such kind of products which Kazakhstan has could be produced for the world market.

Accordingly, the idea of new country brand will attract tourist’s attention to some country’s companies. Some tourists will be interested in country’s history; others will be interested in history of local companies because for inquisitive people it could be really interesting. For instance, new restaurant of brothers Macdonald was opened in December of 1948. They introduced self-service, reduced the range of dishes on menu that is why the price of hamburgers was reduced from 30 cents to 15 cents (History of McDonald’s, 2003). In 1965, the U.S. had more than 700 restaurants, which sold a billion of hamburgers. The first restaurant outside the U.S. was opened in Canada in 1967. Today in that country, people can see more than 1,000 restaurants (History of McDonald’s, 2003).

Summing up this information, people can see that Macdonald’s is a brand of the USA, and if Kazakhstan has famous brands of some companies it will attract people’s attention, and quantities of tourists will increases too.

The third solution to this problem is related to new hotels, reconstruction roads, and well - quality service. Of course, this programme costs enormous money but it will be paid off by tourists. Today tourists who were attracted to Kazakhstan by different promotion campaigns are disappointed because of terrible roads, hotels, and by poor service. It is good that capital city in Kazakhstan is being improved day by day, but in spite of that roads, which lead to different points of interest is in a bad conditions and for this reason traveling to Kazakhstani places for a lot of tourists is unattractive. Also, such kind of actions as construction of new buildings, reconstruction of roads, and provision of good services is a way for increasing job opportunities.

For instance; in 2010 in Dubai, capital city of United Arabian Emirates the highest building, all over the world, was built. This building is called Burj Khalifa (Birj Khalifa, n.d.) This building attracts enormous quantities of tourists; a lot of people visit UAE just because of this building. According to one of the visitors of Burj Khalifa people who want to visit it book a ticket several weeks ahead. of their arrival in Dubai (Birj Khalifa, n.d.). From this example people can see that it important to have distinctive buildings in Kazakhstan like in UAE. Because such kind of buildings really attracts tourists’ attention and if Kazakhstan had similar distinctive buildings, it would be help to develop tourism in the country.

Finally, the ways to develop tourism in Kazakhstan include three main solutions. Although, tourism in Kazakhstan is only on starting level, country has a great potential in tourism developing. In spite the fact, that tourism development costs enormous money, it is a predictable that in the future income covers expenditure. Also, in time when Kazakhstani tourism will be on advanced level, situation in Kazakhstan economy will be improved. Kazakhstan will have more job opportunities. People all over the world get a feel for the Kazakhstani aura and this country will receive a new look

Reference

Mihalkov, A. (2012). United-Arab-Emirates. Туристер, 25 (2). Retrieved from http://www.tourister.ru

Burj Khalifa. United Arabian Emirates (2007). Retrieved from http://en.wikipedia.org/wiki/Burj_Khalifa

Kazakhstan from 1 July may introduce free -visa regime for the citizens of OECD countries (2012). Tengri news. Retrieved from http://m.tengrinews.kz

Abolition of visas for Turkey (2013). Mk-Turkey, 25 (3). Retrieved from http://mk-turkey.ru/tourism/2013/03/13/s-otmenoj-viz-tureckij-bereg-stal-eshe-lyubimej.html

Kyrgyzstan returns the interest of tourists (2011). News of tourism. Retrieved from http://www.travel.ru/news/2011/10/26/194507.html

Kyrgyzstan has introduced a free-visa regime for the rich countries (2012). The business newspaper Opinion. Retrieved from http://vz.ru/news/2012/7/25/590218.html

The Poor Tourism Development in Kazakhstan can

actually be advanced?

Zhansaya Kulyamirova

Academic Reading and Writing 1

Instructor: Dinara Karimova

KIMEP University

Дата добавления: 2015-11-04