“Rethinking Tourism” is the global theme driving the travel industry forward in 2022. The pandemic highlighted the urgent need to transform the tourism sector and only accelerated trends that had started even before – sustainable tourism that is concurrently good for the planet, for the local people, and the local economy. The transformation is underway, and Kyrgyzstan has not been left behind.  

The tourism industry is an important source of economic growth and job creation. In the case of Kyrgyzstan, tourism accounted for only 5.1 % of the country's GDP before the pandemic, dropping to about 3.5 % during 2020/21, but the sector is considered one of the key priorities for the country’s economy. This is reiterated in the Kyrgyz Government’s programme for tourism development for 2019-2023. The programme aims to improve the image of Kyrgyzstan as a destination for adventure, eco and agri-tourism, to ensure compliance with international standards, and to boost the sector’s contribution to the country’s GDP to 7 % by 2023.

Over the last decade, there has been a steady rise in the number of foreign tourists coming to Kyrgyzstan, , and accommodation facilities have almost doubled. However, the potential for adventure tourism has not been fully tapped since it is hindered by underdeveloped infrastructure, lack of qualified staff, and a dearth of fully-fledged touristic offer and promotion. Majority of tourists are from the neighboring countries, missing on the potential to attract flows from major European markets and the US, who are typically attracted by cultural and adventure activities. It is estimated that currently only 15-20% of the country’s tourism potential is being utilized. The perspective of looking into the region holistically as one touristic product is also being overlooked despite its promise to increase the attractiveness of the offer and promote regional integration.

Since 2018, UNDP’s Aid for Trade project has been supporting adventure tourism in Kyrgyzstan as one of the “green” industries with high potential to create jobs for the local people, especially women, and improve livelihood of the local communities. By working with the micro, small and medium tourism actors in Osh, Jalal-Abad, Naryn and Issyk-Kul regions of Kyrgyzstan, the project has offered extensive capacity building with trainings and knowledge resources in tourism management, marketing, and safety. With the grants to purchase new tour equipment, support to develop and test new tours, and networking to create stronger value chains, businesses have expanded their innovative offer even further, enhancing the experience of tourists visiting Kyrgyzstan.  

For example, when tourists visit the Jany-Aryk village of Naryn region of Kyrgyzstan, they can get to know the nomad lifestyle of Kyrgyz people by lodging in a yurt camp. Aizada and Ruslan Zholdoshbekov, the couple who run the camp, also manage the tour operating company Son Kol Travel and offer guided tours to visitors. Aizada started her career as an interpreter for the company and served visitors at the guesthouse. With the Aid for Trade project, Aizada was involved in a cycle of trainings on tourism management, digital marketing, created a network with other tourism businesses, developed horse-back riding tour and received a project grant to purchase equestrian equipment.