Assessment of development of the sphere of tourism of Kazakhstan

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Karaganda Economic University of Kazpotrebsoyuz

Assessment of development of the sphere of tourism of Kazakhstan

Sadirbekova M.M.

The Republic of Kazakhstan has rather high tourist and recreational potential. In the territory of the republic there are unique natural and recreational resources, objects of national and world cultural and historical heritage. Existence of various tourist resources give the chance of development practically of all main types of tourism: beach, cultural and informative, business, active, improving and ecological tourism.

However no region of Kazakhstan can brag of appeal and availability of the tourist objects enjoying wide popularity of foreign tourists, practically in all regions of Kazakhstan there is no developed tourist infrastructure.

In modern practice by the World council for travel and tourism (WTTC) and the World organization for tourism (UNWTO) the efficiency of development of the industry of tourism is identified by the index of competitiveness of the sector of travel and tourism. This index is calculated on the basis of 70 indicators of three subindexes: subindex of bases of regulation, subindex of a business environment and infrastructure, subindex of human, cultural and natural resources [1].

It is formed each two years, and apparently from table 1 in 2017 Kazakhstan took 81 places in this rating.

Table 1. The comparative analysis of development of the industry of tourism of Kazakhstan with the average world level

In general it is possible to agree with opinion of experts that the level of development of the industry of tourism of Kazakhstan strongly lags behind its potential. And it is possible to allocate a number of paradoxical circumstances. In particular, climatic conditions act on the one hand as a fundamental factor of a tourist destination. First of all, the richness of flora and fauna, the unique natural complexes and landscapes are in the UNESCO World Cultural Heritage List. They are catalysts of development of the industry of tourism.

Along with it the climatic conditions are the limiting factor of development of the industry of tourism. In particular, the large territory of the country, a long distance, insufficiently long climatic season demands more global volumes of investment into development of infrastructure.

In many respects thanks to these circumstances the level of development of the industry of tourism of the republic is still far from universal trends. If in world structure of GDP the share of tourism makes about 10%, then in Kazakhstan this indicator, despite dynamics of growth, did not reach also 1% yet.

At the same time it should be noted that the sphere of tourism for last 15 years officially is one of priorities of development of economy of Kazakhstan.

In the Republic of Kazakhstan the set of efforts was directed to stimulation of development of the tourist industry.

The main attention was paid to complex forecasting and long-term planning. The Law of the Republic of Kazakhstan "About Tourist Activity in the Republic of Kazakhstan" approved by the Decree of the Head of state created necessary conditions for formation and development of the industry. In these years are accepted the State program of development of tourism in the Republic of Kazakhstan for 2007-2011, the State program on the forced industrial innovative development of the Republic of Kazakhstan for 2010-2014, the Program for development of the perspective directions of the tourist industry in the Republic of Kazakhstan for 2010-2014.

Besides strategic reference points of harmonious development of the tourist industry, its mission and global tasks of increase in a contribution of tourism to national economy, are defined in Messages of the Head of state.

For implementation of the Message of the President of the Republic of Kazakhstan Nursultan Nazarbayev to the people of Kazakhstan "Social and economic modernization - the main vector of development of Kazakhstan" points of growth of the international tourism are defined, System development plans for four regions of Kazakhstan and the country in general are developed and approved. On the basis of these System plans the resolution of the government of the Republic of Kazakhstan No. 508 of May 19, 2014 approved the Concept of development of the tourist industry till 2020 [4].

This program documents set the tasks of the industry of improving competitiveness of a tourist product, defined economically expedient tourist clusters and projects which implementation will provide creation of modern tourist infrastructure and the maximum return of investments.

Within the State program on the forced industrial innovative development of the Republic of Kazakhstan for 2010-2014, the tourist industry was allocated as a development priority. Regional master development plans for tourism were developed, the special economic zone "Burabay" in the Akmola region was opened for stimulation of enterprise activity.

In plans of the nation there are 100 concrete steps to realization of institutional reforms of N. Nazarbayev in which much attention is paid to the sphere of tourism:

The 57^th step. Involvement of the strategic (anchor) investors having successful experience of creation of tourist clusters.

The 69^th step. Transformation of Astana into the business, cultural and scientific center of Eurasia attracting researchers, students, businessmen, tourists from all region. At the same time in the city the modern international transport and logistics system which is turning on the new terminal of the airport will be created.

The 86^th step. Development and implementation of the large-scale project of Assembly of the people of Kazakhstan "The big country - Big family" which will strengthen the Kazakhstan identity and will create conditions for formation of complete civil community. All this work will be coordinated to implementation of the Concept of development of the tourist industry of RK till 2020 (taking into account development of internal tourism) and to creation of regional cultural and tourist clusters: "Astana is heart of Eurasia", "Almaty is a free cultural zone of Kazakhstan", "Unity of the nature and nomadic culture", "the Pearl of Altai", "Revival of the Great silk way", "The Caspian gate".

The 87^th step. Development and implementation of the national project of strengthening of civil identity "Мені? елім" within which realization of a series of technological projects is provided. One of them - creation of large-scale online project "The encyclopedia of Kazakhstan" with a main goal to help each citizen and the foreign tourist to learn more about our country. On the portal 3D Kazakhstan video tours, information on history and the culture of the country, interesting events and lives of ordinary Kazakhstan citizens will be placed. The portal will become some kind of "hallmark" of the country, the national guide, a national honor roll for interesting citizens and the platform for virtual communication.

Kazakhstan annually takes part at the international tourist exhibitions, including: ITB (Berlin), Inturmarket (Moscow), ATM (Dubai), ITE (Hong Kong), PATA Travel Mart-2015 (Bangalore), JATA-2015 (Tokyo), WTM (London). Besides Kazakhstan organizes and holds the international tourist exhibitions of KITF itself "Tourism and Travel" in the city of Almaty (annually, April) and "Astana Leisure" in the city of Astana (annually, September). During these actions the trend of annual growth of quantity, both the countries of participants, and the tourist companies is observed, memorandums and agreements on cooperation in the field of tourism are signed.

Annually within the exhibition of KITF "Tourism and Travel" the republican seminar concerning development of the tourist industry in the Republic of Kazakhstan with participation of representatives of the interested ministries and departments, the tourist companies and public organizations of the republic is held.

The Astana Convention Bureau organization founded in structure of public administration "Management on Investments and Development of the City of Astana". It is the main organization for planning, development and advance of the tourist sector of the city of Astana as assistance to social and economic development of the city of Astana, development of business tourism in the capital; strengthening of image of the city as investment and attractive region; preparation of the city of Astana for the International specialized EXPO-2017 exhibition.

For implementation of the Message of the Head of state to the people of Kazakhstan "Social and economic modernization - the main vector of development of Kazakhstan" in Kazakhstan were developed:

The master development plan for the branch of tourism in Astana taking into account carrying out EXPO-2017;

The system development plan for the Burabay resort area till 2020;

Master plan of the cluster program of development of tourism of the East Kazakhstan region;

System development plan for an alpine skiing zone of Almaty;

System development plan for the resort area Kenderli.

Now the main strategic document of development of the industry of tourism and hospitality of Kazakhstan is the Concept of development of the tourist industry of the Republic of Kazakhstan till 2020 approved by Government resolution № 508 of May 19, 2014.

In it essentially new approaches on development of the industry of tourism in Kazakhstan are generalized, first of all 5 key tourist clusters are allocated:

"Nature and present" (Astana, Burabay-Shchuchinsk resort area);

"World of miracles of the nature" (tourist capacity of East Kazakhstan);

"City tourism and rest in mountains" (ski resorts near Almaty, Eli-Alatausk state national natural park);

"Heart of the Silk way" (Architectural and archaeological heritage of the Southern Kazakhstan area, Sauries Ugamsk state national natural park);

"The Caspian Riviera" (resort of Kenderli).

For realization of cluster development of tourism the following measures for stimulation of the branch of tourism are provided:

I. Measures for improvement of the regulatory legal base:

The package of measures for streamlining of land use in the especially protected natural territories (EPNT), lands of water and forest fund designed to provide a free opportunity for conscientious investors to build and operate the tourist real estate with minimization of coordination, but with accurate process of monitoring of state of environment;

Introduction of the new mode of special tourist zones assuming the budgetary investments on infrastructure, purchase of the real estate by foreigners without residence permit, a possibility of obtaining the license for gambling institutions;

Introduction of the mechanism of joint financing by the state and employer of expenses of workers on acquisition of tourist services in Kazakhstan, including improving character, as instrument of development of internal social tourism;

Application of additional measures of tax incentives of the tourist industry;

Acceptance of a package of measures of the visa, border and migration control designed to simplify significantly planning and the organization of trips of foreign tourists to the country including for organized mass tourists from the key markets of Russia, China, Europe, India, the Middle East and also citizens of member states of OECD;

Creation of competitive conditions for development of the market of internal air transportation, including further development of the program of subsidizing of internal flights;

A package of measures for simplification of possession of foreigners by the tourist real estate and also introduction of new forms of share property on the tourist real estate like "timeshare".

II. Measures for development of engineering and transport, tourist and "soft" infrastructure and for improvement of institutional structure.

The list of objects of regional transport infrastructure - the airports was defined; railway and bus stations; highways which need to be constructed or reconstructed within the available funding mechanisms.

Suggestions for improvement of city and intra resort infrastructure which have to be financed at the expense of local budgets (information signs and signs, small architectural forms, etc.) are also developed.

For participation financing of development of tourist clusters creation of the operator represented by the affiliated organization JSC Samruk-Kazyna behind the MINT RK subordinated organization is offered.

It is planned to realize all actions in 3 stages:

The 1^st stage. Till 2016 was planned to adapt and create new legal and institutional mechanisms which will favor to development of the industry of tourism in Kazakhstan. It was planned to master about 30.0% of all investments, these are about $2 billion for preparation and the beginning of construction of facilities of the main large national and other projects in the sphere of tourism. Besides, investments went for development of the general tourism infrastructure and also development of a system of branding of national tourism in the international market is begun.

For recognition of Kazakhstan image rollers and videos which were broadcast on the international channels Euronews and Kazakh TV were abroad created. In 2013 for the purpose of increase in knowledge of the population of tourist opportunities of the country and development of internal tourism on KTK TV channel the entertaining and informative show "Abadan was created. On the Great silk way".

Along with it, the official tourist kazakhstan.travel.kz portal is developed and started, on a constant basis work on replenishment of this website as operational information about development of the tourist industry of the country is conducted.

In general, for transformation of the Shchuchinsk - Borovoy resort area into a tourist product, attractive to the Kazakhstan and foreign visitors, in the territory of the resort area on a constant basis new tourist objects open, investment projects among which there is a Rixos Lake Borovoe hotel on 400 beds, worth over 86 million US dollars, the cottage town of "Burabay Country Club" are implemented.

Within implementation of the project "The international transport corridor Western Europe - the Western China" is carried out work on creation of modern tourist infrastructure for placement, rest and receiving necessary services by tourists with a binding to unique objects of tourism of regions.

Together with local executive bodies work on preparation for carrying out in the country EXPO-2017 was carried out, the register of routes, including flow charts, colorful photos of objects is made.

Across Kazakhstan during the period from 2010 to 2015 over 350 projects for the sum more than 120 billion tenges are implemented.

The greatest activity of business is observed in the Akmola, Almaty, Karaganda regions and also in of Astana and Almaty.

The quantity of a branded segment and network hotels grows. In Astana at a stage of construction there are three 5-star hotels: Ritz Carlton (Talan Tauerz), Sheraton (Abu Dhabi plaza) and Saint Redzhens hotel (park zone).

Reconstruction of the passenger terminal of city airport of Astana is made. The project provided expansion of the existing passenger terminal and finishing capacity from 750 pass./hour till 1750 pass./hour or up to 7 million passengers a year. The works on construction of the new platform for business aircraft are already completed, construction works on the new terminal of the airport more than 40.0 thousand sq.m which will provide comfortable service of guests and participants of the international EXPO-2017 exhibition are begun.

8 new international routes (from Astana to Paris, Seoul, Dubai, Tbilisi, Kazan, from Atyrau to Mineralnye Vody, from Kyzylorda to Moscow, from Almaty to Minsk). Opening of the international flight connections will allow to expand geography of flights of Kazakhstan, will create regular air traffics with the leading world financial centers, will promote a wide choice of flight connections for convenience of the population.

Interaction with the British agency of civil aviation within stage-by-stage introduction of the European standards and requirements (execution of the Plan of the nation of "100 concrete steps") is begun. On November 3, 2015 in London the Memorandum of understanding between the Ministry for Investments and Development of RK and the British agency of civil aviation (UKCAA International Ltd) was signed. In pursuance of this Memorandum during the period the visit of experts of UKCAAi to Kazakhstan for the purpose of acquaintance with work and the analysis of activity of Committee and also development of recommendations and drawing up the report on the carried-out work took place from December 7 to December 11, 2015. After obtaining the report and recommendations, the following steps of cooperation with UKCAAi will be defined.

As the main expected results of the first stage in the Concept increase in a flow of tourists up to 4.1 million arrivals, increase in number of the sold room-night up to 13.3 million is supposed. Respectively income from tourist activity is planned at the level of 4.6 billion US dollars.

The 2^nd stage is the main stage calculated for 2 years 2017-2018. It was supposed to master about 40-45% of all investments which have to go for financing of construction of locations and objects of tourist infrastructure within development of national tourist projects.

As the main expected results at this stage increase in a flow of tourists up to 6.5 million arrivals, the number of the sold room-night up to 23 million is planned. Respectively income from tourist activity is planned at the level of 7.6 billion US dollars. However, it is already possible to state not achievement of these indicators.

The 3^rd stage is the final stage at which the main attention will be paid to diversification of tourist products across all Kazakhstan, development of small and medium business in the sphere of tourism.

The expected results at this stage are planned in the following values: the flow of tourists will make 8.5 million arrivals, the number of room-night of 33.8 million. Respectively income from tourist activity is planned at the level of 10.2 billion US dollars.

By 2020 increase in single capacity of locations from 92,053 to 206,000 beds is planned. Actually for 2017 lag about 5% of expected values are observed at preservation of this trend by 2020 the single capacity of means of placement is possible to increase to 142,087 beds. It is 30% lower than the planned level. It indicates the fact that the advancing development of infrastructure of the industry of tourism is not observed.

Despite favorable conditions for development of tourist business, in the area there is a number of the problems acting as tourism development deterrents. These include:

A lack of the qualified personnel capable to provide appropriate quality of services in branch of tourism.

Low tourist appeal. It is caused by the insufficient level of service and development of infrastructure, but one of the main problems is weak positioning of the area in languages of foreign countries as tourist region in consciousness of consumers. Actions for improvement of tourist image have limited financing.

The insufficient development of tourist infrastructure including for year-round functioning.

Development of the sphere of tourism will become one of the factors promoting a solution of the problem of employment, both city, and country people as will cause creation of new jobs. Taking into account multiplicative effect tourism can promote creation of new jobs both in this sphere, and in the interfaced industries forming a tourist product (the main and city transport, trade, cultural institutions, health care, sport, food and light industry, the enterprises of household services, farms, etc.).

It is known that the purposes and problems of tourist policy depend on the developed economic, political, social conditions in the tourism industry. According to the acting policy, it is possible to draw conclusions that now tourism remains a development priority only on paper, strategic indicators and indicators on development of tourism do not correspond to reality and capacity of the sphere of tourism. And as we see, often indicators of various program documents are not interconnected among themselves and contradict each other.

The list of the used sources

recreational tourism heritage

1. UNWTO Tourism Highlights, 2017 Edition. - http://mkt.unwto.org.

2. Official statistical information. Tourism // Official site of Committee on statistics of the Ministry of national economy of RK. - www.stat.gov.kz.

3. World atlas of data. - http://knoema.ru/.

4. Lennon J., Smith H., Kokerell N., Tryu D. Management of the tourism industry: the best experience of activity of the national organizations and tourism agencies: the lane with English - M.: IDT group, 2008. - 272 p.

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