Kazakhstan Captivates Global Audience at World Travel Market London 2025

Kazakhstan has taken center stage at the World Travel Market (WTM) London 2025, one of the world’s largest and most prestigious tourism exhibitions, drawing over 3,900 exhibitors and 38,000 travel professionals from around the globe.

This year, Almaty led the national delegation, presenting itself as a modern, welcoming, and fast-developing destination - where the spirit of the Great Silk Road meets the energy of a vibrant city, stunning mountain resorts, and bold tourism innovations, The Caspian Post reports via Kazakh media.

The Almaty stand quickly became one of the exhibition’s highlights, captivating visitors with its immersive design, cultural authenticity, and visuals inspired by legends of the Great Steppe. Among the main attractions were Kazakh batyrs (warriors), whose historical armor and storytelling performances made them one of the most photographed symbols of the pavilion - embodying the strength, hospitality, and timeless spirit of Kazakhstan.

Visitors were treated to live performances by the Sazgen Sazy Ensemble, bringing the sounds of the steppe to life with traditional instruments like the dombra and kobyz.

Artisans showcased handcrafted jewelry and leatherwork inspired by ancient Saka and Turkic designs, while a gastronomic zone offered guests a taste of Kazakh hospitality with baursaks (a delicious, puffy, fried bread served on special occasions in Kazakhstan), kazy (a traditional, sausage-like food made from horse meat), chak-chak (unleavened dough cut and rolled into hazelnut-sized balls), dried fruits, and national sweets.

The country’s new “Kazakhstan: Born Bold” campaign stood as a powerful centerpiece, celebrating a nation that’s confident, dynamic, and future-focused. The message was clear - Kazakhstan isn’t just a travel destination, but also a reliable partner for investment and collaboration.

Over the course of the exhibition, the Kazakh delegation held more than 350 business meetings with major British and European tour operators, airlines, and media outlets, strengthening Kazakhstan’s position as one of Eurasia’s most promising tourism destinations.

Adding to the celebration, Almaty recently received the Tourism Innovation Award at the Global Tourism Forum 2025, recognizing its leadership in creative tourism development.