13.5 million people to see Kazakhstan through the eyes of Chinese influencers

China’s appetite for new travel destinations is growing fast, and Kazakhstan wants to be at the center of that trend.

This summer, one of the country's leading airlines, FlyArystan, brought some of China's most influential travel creators to experience Kazakhstan firsthand — from surreal desert landscapes to alpine lakes and vibrant city life, DKNews.kz reports.

The strategy is simple: instead of traditional advertising, let millions of potential travelers see the country through the eyes of people they already trust.

Over four days, from July 4 to 7, FlyArystan, together with the tourism authorities of Almaty and the Mangystau Region, organized a large-scale familiarization tour for Chinese travel bloggers, tour operators, and travel agents. In Almaty, the project was supported by local tour operator Kite Travel.

The participants were divided into two groups, each exploring a completely different side of Kazakhstan.

From Martian landscapes to mountain adventures

One group headed west to the Mangystau Region, home to some of the country's most spectacular natural wonders.

Their route included the dramatic Zhygylgan Cape, the ancient underground mosques of Sultan Epe and Shakpak Ata, the mysterious Torysh Valley of Balls, Sherkala and Airakty mountains, the colorful Kyzylkup tract, and the breathtaking Bozzhyra Plateau — a destination increasingly attracting international photographers and adventure travelers.

Meanwhile, another group of seven Chinese influencers explored the Almaty Region, combining nature, culture and modern tourism.

Their itinerary featured Shymbulak Mountain Resort, Kok-Tobe, Kolsai and Kaindy Lakes, Charyn Canyon, the Huns Ethno Village, the Bizdin Auyl cultural complex, Oi-Qaragai Mountain Resort, and the famous Green Bazaar, where guests sampled traditional Kazakh cuisine while experiencing local customs and hospitality.

More than 13 million people will see Kazakhstan

The numbers behind the campaign are impressive.

Together, the invited influencers have a combined audience of more than 13.5 million followers across China's largest social media platforms.

Throughout the trip, they produced videos, photos and travel stories that will be published on RedNote (Xiaohongshu), Douyin and Weibo — platforms that play a major role in shaping travel trends among Chinese tourists.

For Kazakhstan, this kind of exposure could prove more valuable than conventional marketing campaigns, as authentic recommendations from trusted creators increasingly influence travel decisions.

A strategic market for Kazakhstan

According to FlyArystan, China remains one of Kazakhstan's most promising inbound tourism markets, making digital storytelling an essential part of the country's international tourism strategy.

"China remains one of Kazakhstan's key inbound tourism markets. Collaborating with digital content creators allows us to introduce potential visitors to authentic travel experiences, increase the country's visibility, and inspire interest in new destinations. Through bloggers' personal experiences and genuine impressions, we showcase the diversity of Kazakhstan's regions – from the unique landscapes of Mangystau to the mountain resorts of the Almaty region," said Janar Jailauova, Director of Marketing & Communication at FlyArystan.

New flights fuel growing interest

The influencer tour also reflects FlyArystan's broader efforts to strengthen air connections between Kazakhstan and China.

The airline currently operates direct flights on the Almaty–Xi'an, Astana–Urumqi, Aktau–Urumqi, and Almaty–Yining routes, supporting both tourism and business travel between the two countries.

As direct connectivity expands and digital creators introduce millions of Chinese travelers to Kazakhstan's landscapes, culture and hospitality, the country is positioning itself as one of Central Asia's emerging travel destinations.

Whether it's the turquoise waters of Kaindy Lake, the towering cliffs of Charyn Canyon or the otherworldly scenery of Bozzhyra, Kazakhstan is increasingly becoming a destination that travelers discover not from brochures — but from the stories filling their social media feeds.