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The Head of State in his Address "Increasing the welfare of Kazakhstanis: increasing income and quality of life" instructed to pay special attention to the development of inbound and domestic tourism to use the rich natural and cultural potential of Kazakhstan. About what work is being done to develop Kazakhstan's tourism in an exclusive interview with PrimeMinister.chairman of the Management Board of JSC "NC" Kazakh Tourism " Rashid Kuzembayev told kz. As a result, in 2018, the growth of inbound tourism amounted to 10% and domestic tourism-5%. This, as the Chairman of the management Board noted, even against the background of a high base in 2017. According to preliminary data for 2018, 8,488. 3 thousand people visited Kazakhstan, which is 10.2% more than in 2017, and an increase of 32% compared to 2015. There is an increase in arrivals from such target countries as the UAE (50%), India (49%), Malaysia (44%), Hong Kong (22%), Poland (16%) and South Korea (15%) and the United States (5.8%). At the same time, the flows of visits by citizens of Germany, Great Britain and a number of other countries remained at the same level. The Head of State in his Address to the people of Kazakhstan dated October 5, 2018 "The growth of the well-being of Kazakhstanis: increasing income and quality of life" instructed to develop a separate sectoral state program for the development of tourism. According to the chairman of the Board of Kazakh Tourism R. Kuzembayev, the development of the program is at the final stage and the program will be ready within the next 3-4 months. In addition, a draft law on tourism has been developed, which is also being approved and will be submitted to the Parliament of the Republic of Kazakhstan within six months. "The state program consists of 6 main directions for the formation and promotion of a tourist destination. In the draft state program, we have reflected the main provisions of the strategy for promoting the tourist brand of Kazakhstan. The adoption of this document will enable the systematic promotion of Kazakhstan as a new tourist destination on the world tourism map. The national company "Kazakh Tourism" will become a country brand manager, who will receive the appropriate resources and powers. At the same time, we believe that all interested parties should participate in the promotion process, such as the Ministries of Culture and Sports, Foreign Affairs, information and communications, local executive bodies, NCE “Atameken”, business and the public. Thus, we will create a real basis, a strong foundation for the effective and sustainable development of tourism in Kazakhstan," R. Kuzembayev said. According to the Chairman of the Management Board, the core of the target audience are millennials (generation Y), as well as representatives of generation Z, who form the current trends of tourism and travel. Taking this into account, the main emphasis in the promotion is on digital channels. "The promotion strategy consists of three stages. At the first stage, the national tourism brand and sub-brands will be actively promoted with a focus on the first two groups of target countries. At the second stage, the emphasis will be placed on advertising key tourist products. And the third stage involves active work with promising markets and the expansion of target countries, " R. Kuzembayev said. In addition, to increase the effectiveness of marketing communications, the focus will be on promoting the TOP priority tourist territories designated by the Head of State: Almaty Mountain Cluster, Astana, Shchuchinsk-Borovskaya resort zone, Turkestan, Alakol, Mangistau, Bayanaul, Balkhash and Shalkar-Imantau resort zone. It is worth noting that last year, the Ministry of Culture and Sports, together with JSC "NC "Kazakh Tourism" and the akimats of the regions, carried out work on the selection of the most significant tourist objects and the formation of a Map of the tourist identification of Kazakhstan, which included 60 objects and destinations. The selection criteria were the uniqueness of the object as a tourist magnet and the potential growth of the tourist flow. Their historical and cultural significance was also taken into account. Among these objects, the TOP 10 of the national scale were prioritized, which will ensure a radical increase in the tourist flow and increase the contribution of tourism to the economy and on which the main focus will be made. Source: [Primeminister.kz](https://primeminister.kz/)