Today Kyrgyzstan is mostly known as a country of revolutions. In order to attract not only tourists but also investors, it is necessary to promote Kyrgyzstan as a stable, accessible, friendly and attractive country in the world tourism market.

Private companies are not interested in investing in the country's image, as they would not directly benefit from this, so the sector needs public funding. International experts believe that cooperation of public and private sectors can help implement this task.

On May 15 a round table in Bishkek discussed ways to promote Kyrgyzstan as a destination country more effectively. The event was held by the Ministry of Culture and Tourism and the International Business Council in the framework of the Central Asian Investment Program II, implemented with the financial support from the European Union. Representatives from the Government, Parliament and the private sector discussed ways to improve the country's tourism marketing in the international tourist market.

Manager of the EU Project on Strengthening Tourism Business in Central Asia, Meerim Matkulova, said, "It was good to know that the Government is working effectively with different agencies to coordinate tourism promotion. This year, the state budget provides a modest amount of just seven million soms for the tourism promotion, so the Government needs to work together with other projects."

According to the UNWTO, the Great Silk Road will be the world's most popular route with tourists by 2020. Although Kyrgyzstan is one of the Silk Road countries, the share of tourism does not exceed 4-5 percent in the economy of this country. However, the state has a real chance to increase revenue by receiving a larger number of tourists from other countries and thus avoid the dependence on the tourist market of neighboring countries.

Deputy Minister of Culture and Tourism Bakyt Kenenbaev believes it is needed to develop a clear public policy, to improve the legal framework and to create an independent body to promote Kyrgyzstan as a destination country.

The Government developed a program called "Kyrgyzstan in full view." First of all, the Ministry of Culture and Tourism plans to establish contacts with tour operators abroad, as well as provide Kyrgyz tour operators an opportunity to promote their products and build business relationships in countries with Kyrgyzstan’s representations. The Ministry will develop activity standards and coordinate tourism promotion. The Ministry of Foreign Affairs will create a demo site to invite foreign tour operators to the events and accumulate experience to promote the Kyrgyzstan’s tourism products abroad.

Kazakhstan, Russia and Uzbekistan are the target countries for the upcoming summer season.

In order to create a positive image of Kyrgyzstan, marketing specialist Maksat Chakiev proposed greater use of the Internet, particularly social networks. According to expert, most people trust them more than official sources. In the US, they call it ‘gorilla marketing’. This Internet tool will help avoid black PR in neighboring countries. Besides, an official tourism website will also promote Kyrgyzstan’s branding.

“This year we plan to organize a lot of pleasant surprises and entertainment for tourists,” said Kenenbaev. Soon a Bishkek - Cholpon-Ata bike ride will be held together with international organizations and business community. The Ministry is also planning to hold the first international Games of the Nomads with the participation of representatives of the Turkic peoples and other nomadic cultures. In May and June informative tours for journalists from Russia and Kazakhstan will be organized. Another interesting project is a music festival with the participation of famous performers, which will be held in Issyk-Kul in July and August. The seventh Oimo International Festival will includes gala concerts, round tables, craft fair, show of designer clothes, master classes, and environmental action.

Consulates and diplomatic missions in the country should promote Kyrgyzstan’s participation in exhibitions and in the distribution of promotional materials.

Kenenbaev added that it is necessary to improve the infrastructure at the Ak Jol border post at the Kazakh-Kyrgyz border. “We also plan to create a service-oriented training program for staff of border services.”

The Interior Ministry promised to increase public security in the coming tourist season. Road safety officers will accompany tourists’ cars up to the destination. About two thousand police officers will ensure protection of public order in the tourist areas.

Foreign tourists visiting the Issyk-Kul region will get special booklets containing information on traffic rules in Kyrgyzstan, about the size and terms of payment of fines in case of violation, as well as telephone hotlines.

According to the tax authorities, 243 resorts and recreational facilities are registered in the Issyk-Kul Oblast. All of them will be checked for compliance with environmental and technical security.

The meeting concluded that an independent and flexible body should be in charge of tourism marketing. According to Project Manager Matkulova, it can be a state-owned enterprise or public-private partnership. "Most donors want to contribute to the tourism development in Kyrgyzstan, but they prefer allocate money not to the Government, but to a certain private organization, which could accumulate all cash received,” said Matkulova.

Some experts were skeptical because such initiatives had been developed before. Indeed, specialists, after working two to three months in the working groups, would leave thus losing all knowledge and experience they accumulated. New people had to start from scratch. To avoid such practices, the new body should be sustainable and work institutionally and consistently, regardless of changes in the Government.