Relying on its unique cultural brand in tourism development, Kyrgyzstan seeks to strengthen its position on the world stage. One of the largest projects in this direction is the World Nomad Games. They are designed to make a significant contribution to promoting the country internationally, attracting tourists and developing the economy. UNESCO’s support for the games this year is a vivid proof of the recognition of Kyrgyz heritage at the global level.
As the head of the secretariat for the organization and holding of the VI World Nomad Games Nursultan Adenov told the Kabar agency, the tourism industry is one of the priority areas for the development of Kyrgyzstan’s economy. According to him, in the modern world, every state actively uses marketing tools for its own promotion.
“We have created a new brand called ‘World Nomad Games’. It is through this brand that the world 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 tourist flow. With the arrival of tourists in our country, everyone starts earning along the chain: airports, taxi services, restaurants, hotels and shops. Despite the fact that we invest in organizing this event, the population and the state benefit from the influx of tourists. The invested funds can pay off tenfold,” Adenov said.
The World Nomad Games represent a major international project initiated by Kyrgyzstan to revive and promote the culture of nomadic civilization on the world stage. The Games were held in 2014, 2016 and 2018 in the Issyk-Kul region, in 2022 in Turkey, and in 2024 in Kazakhstan. This year, the VI World Nomad Games will be held in Kyrgyzstan. The event is scheduled for the period from August 31 to September 6 in Bishkek and several locations in the Issyk-Kul region. According to official information, invitations were sent to more than 100 countries, of which more than 50 states have confirmed participation so far.
“The exact number of countries that will participate in the sports program of the Nomad Games will be announced on July 1. According to preliminary forecasts, athletes from more than 95 countries are expected to participate. Soon, the release of the main promo video of the Games will take place, which will be broadcast on leading international TV channels and media platforms, including Euronews and Al Jazeera,” the head of the secretariat said.
The Nomad Games are recognized as a unique project that ensures massive attraction of tourists to the country. The main venue for the events has traditionally been the Issyk-Kul region, giving guests the opportunity to get acquainted in detail with Kyrgyz culture. This project combines elements of ethno-tourism, sports and ecological tourism.
As noted by the Director of the State Agency for Tourism Development Eduard Kubatov, Kyrgyzstan still remains not fully open, but at the same time a strategically promising destination on the world tourism map.
“Kyrgyzstan is a country whose tourism potential has not been fully appreciated. This fact is also emphasized by foreign media. In particular, The Guardian included Kyrgyzstan in the ranking of the most attractive tourist destinations in the world. We have unique nature, mountain ranges and many 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 virgin places as the Karavshin gorge in Batken, the highlands of Naryn, 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.
One of the most significant results of the World Nomad Games is the growth of economic activity: the influx of tourists provides additional revenues to the budget; the hotel, restaurant and transport sectors are actively developing; roads, airports and tourist facilities are being modernized.
Since the main events are traditionally held on Issyk-Kul, special attention is paid to the development of infrastructure in this region. For example, the state enterprise “Kyrgyzavtozhol” this year asphalted 18 kilometers of the road leading to the Kyrchyn jailoo.
The World Nomad Games are not just sports competitions, but a large-scale festival and national brand that opens Kyrgyz culture to the whole world.
According to experts, thanks to this event, Kyrgyzstan strengthens its position as the center of nomadic civilization. As noted by the Minister of Culture, Information and Youth Policy Mirbek Mambetaliev, this year the Games received support from UNESCO.
“This fact serves as evidence of our recognition at the global level. For us, this is an opportunity to present Kyrgyzstan on the international arena and demonstrate the rich heritage of nomadic civilization,” he said.
The World Nomad Games for Kyrgyzstan are not just a cultural event, but a strategic tool aimed at enhancing the country’s international image, as well as developing tourism and the economy. This unique large-scale project opens the country to the world, increasing the influx of tourists, revitalizing economic activity and stimulating infrastructure modernization.
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