By building on its unique cultural brand in tourism development, Kyrgyzstan strives to strengthen its position on the global stage. One of the largest projects in this area is the World Nomad Games, which makes a significant contribution to promoting the country internationally, attracting tourists, and developing the economy. UNESCO's support for the Games this year is a clear demonstration of the recognition of Kyrgyzstan's heritage on a global scale.
Nursultan Adenov, head of the Secretariat for the 6th World Nomad Games, told Kabar News Agency, the tourism industry is one of the priority areas for Kyrgyzstan's economic development. He noted that in the modern world, every country actively uses marketing tools for its own promotion.
"We have created a new brand called the World Nomad Games." It is through this brand that the global community is beginning to recognize our country, Kyrgyzstan. The Nomad Games are the center of nomadic civilization, and by positioning ourselves as a people who have preserved this heritage, we are able to attract tourism. With the arrival of tourists in our country, everyone in the chain benefits: airports, taxi services, restaurants, hotels, and shops. Although we invest in organizing this event, the benefits from the influx of tourists are reaped by the population and the state. The investment can be recouped tenfold," Adenov stated.
A Project of International Scale
The World Nomad Games are a major international project initiated by Kyrgyzstan with the aim of reviving and promoting nomadic culture on the global stage. The Games were held in 2014, 2016, and 2018 in the Issyk-Kul region, in 2022 in Turkiye, and in 2024 in Kazakhstan. This year, the 6th World Nomad Games will be held in Kyrgyzstan. The event is scheduled to take place from August 31 to September 6 in Bishkek and several locations in the Issyk-Kul region. According to official information, invitations have been sent to over 100 countries, of which over 50 have confirmed their participation.
"The exact number of countries participating in the Nomad Games sports program will be announced on July 1. According to preliminary estimates, athletes from over 95 countries are expected to participate. The main promotional video for the Games will be released soon and broadcast on leading international television channels and media platforms, including Euronews and Al Jazeera," the head of the secretariat stated.
The Impact of the World Nomad Games on Tourism Development
The Nomad Games are recognized as a unique project that will attract large-scale tourism to the country. The Issyk-Kul region has traditionally served as the main venue for the events, offering guests the opportunity to gain a thorough understanding of Kyrgyz culture. This project combines elements of ethno-tourism, sports tourism, and ecotourism.
Eduard Kubatov, Director of the State Agency for Tourism Development, noted that Kyrgyzstan remains under-discovered, yet remains a strategically promising destination on the global tourism map.
"Kyrgyzstan is a country whose tourism potential has not yet been fully appreciated. This fact is also emphasized by international media. In particular, The Guardian included Kyrgyzstan in its ranking of the most attractive tourist destinations in the world. We have unique natural beauty, mountain ranges, and numerous unexplored locations where the human factor is minimal," Kubatov noted. He recommended that tourists not limit themselves to visiting the Issyk-Kul region but also discover such pristine places as the Karavshin Gorge in Batken, the Naryn highlands, the Sary-Jaz Valley, the wild nature of Kara-Balta and Sokuluk in the Chui region, and the Besh-Tash National Park in the Talas region.
Economic and Infrastructure Impact
One of the most significant results of the World Nomad Games is the increase in economic activity:
- the influx of tourists provides additional budget revenue;
- the hotel, restaurant, and transportation sectors are actively developing;
- roads, airports, and tourist facilities are being modernized.
Since the main events are traditionally held in Issyk-Kul, special attention is paid to infrastructure development in this region. For example, this year the state-owned enterprise Kyrgyzavtozhol paved 18 kilometers of the road leading to the Kyrchyn jailoo.
A brand that has made Kyrgyzstan famous worldwide
The World Nomad Games are not just a sporting competition, but a large-scale festival and national brand that introduces Kyrgyz culture to the world.
Experts believe that this event strengthens Kyrgyzstan's position as a center of nomadic civilization. Minister of Culture, Information, and Youth Policy Mirbek Mambetaliev noted that this year's Games received support from UNESCO.
"This fact serves as evidence of our global recognition. For us, this is an opportunity to present Kyrgyzstan on the international stage and showcase the rich heritage of nomadic civilization," he stated.
For Kyrgyzstan, the World Nomad Games are more than just a cultural event; they are a strategic tool aimed at enhancing the country's international image and developing tourism and the economy. This unique, large-scale project opens the country to the world, increasing tourist influx, stimulating economic activity, and stimulating infrastructure modernization.