The Kazakhstan city will showcase its conference facilities, international connectivity and unique mountain experiences as it seeks to attract more Chinese corporate travellers and event organisers.
Almaty, Kazakhstan’s largest city and a growing tourism destination in Central Asia, is stepping up efforts to attract Chinese business travellers and international events as it prepares to participate in the inaugural China International MICE Exchange (CIMX Beijing 2026).
The exhibition, scheduled for Nov 3 to 5, 2026, at the China National Convention Center in Beijing, will provide Almaty with a platform to promote its meetings, incentives, conferences and exhibitions (MICE) capabilities to one of Asia’s most important outbound tourism markets.
The Almaty Tourism Bureau will operate a dedicated stand showcasing the city’s hospitality infrastructure, conference facilities, corporate travel services and diverse leisure attractions.
Its participation is aimed at developing international partnerships, establishing business contacts and positioning Almaty as a competitive destination for corporate meetings, incentive trips and large-scale events.
Organised by Messe Berlin China, CIMX Beijing 2026 will bring together tourism authorities, event organisers, corporate travel professionals, destination management companies and industry buyers.
According to the organisers’ projections, the exhibition is expected to attract more than 200 exhibitors, over 350 hosted buyers and upwards of 5,000 industry professionals.
More than 9,000 individual business-to-business meetings are planned, alongside professional discussions and networking sessions designed to generate new commercial partnerships.
For Almaty, the event represents an opportunity to connect directly with Chinese companies and travel organisers looking for fresh destinations for international meetings and corporate incentive programmes.
Business meets adventure
Almaty’s appeal lies in its combination of established business infrastructure and distinctive tourism experiences.
The city offers hospitality facilities and services for international delegations, conferences and corporate gatherings, while its surrounding landscapes provide opportunities to extend business visits into leisure experiences.
Located near the mountains of southeastern Kazakhstan, Almaty offers visitors access to nature-based activities, outdoor adventures and mountain excursions.
These attractions can be incorporated into corporate itineraries, allowing organisers to combine formal business programmes with team-building activities, sightseeing and recreational experiences.
The city’s cultural heritage, gastronomic offerings and urban attractions add another dimension to its appeal.
For Chinese companies planning overseas meetings or employee incentive trips, such a combination could provide an alternative to more established regional MICE destinations.
The Almaty Tourism Bureau hopes to highlight this flexibility at CIMX Beijing, presenting the city as a destination capable of accommodating both professional requirements and memorable travel experiences.
Chinese visitor numbers surge
China has emerged as an increasingly important tourism market for Kazakhstan, with visitor numbers showing sustained growth over recent years.
According to Kazakhstan’s Bureau of National Statistics, under the Agency for Strategic Planning and Reforms, the country recorded 66,073 visitors from China in 2023.
That figure rose by 50.1 per cent to 99,167 in 2024, reflecting a significant expansion in travel between the two countries.
Growth continued in 2025, when Chinese visitor arrivals reached 136,419, an increase of 37.6 per cent over the previous year.
The positive trend has extended into 2026.
During the first six months of this year, Kazakhstan welcomed 62,637 Chinese citizens, compared with 54,125 during the corresponding period in 2025.
This represented a year-on-year increase of 15.7 per cent.
The figures underline the expanding potential of the Chinese market, not only for conventional leisure tourism but also for business travel, corporate events and incentive programmes.
For Almaty, converting this growing interest into higher-value business tourism is an important part of its international promotional strategy.
Better air links strengthen prospects
Improving air connectivity between Kazakhstan and China is another factor supporting the city’s tourism ambitions.
Almaty’s international route network connects it with major Chinese cities, including Beijing, Shanghai, Guangzhou and Urumqi.
Air services between the two countries are operated by airlines including Air Astana, Air China, China Southern Airlines and China Eastern Airlines.
These connections make it easier for Chinese business delegations, event organisers and corporate groups to travel to Kazakhstan.
For MICE organisers, convenient flight access is an important consideration when selecting destinations, particularly for conferences involving large delegations or incentive programmes with tight schedules.
The expansion of air services therefore strengthens Almaty’s ability to compete for international events while supporting broader tourism and commercial exchanges.
It also creates opportunities for travel companies to develop combined business and leisure packages targeting Chinese corporate clients.
Building long-term partnerships
At CIMX Beijing 2026, representatives of the Almaty Tourism Bureau will focus on direct engagement with Chinese tourism industry stakeholders.
Through scheduled business meetings and networking opportunities, they aim to introduce potential partners to the city’s event-hosting capabilities and explore opportunities for joint projects.
Discussions are expected to cover corporate travel programmes, international conferences, incentive tourism and cooperation with event management companies.
The bureau will also seek to strengthen relationships with travel professionals who can promote Almaty to Chinese businesses considering overseas destinations.
Participation in the exhibition forms part of Almaty’s wider strategy to increase its international visibility and develop business tourism as an important segment of the local visitor economy.
With Chinese visitor numbers rising, improving flight connections and growing interest in destinations offering both business facilities and distinctive leisure experiences, Almaty hopes to translate its presence in Beijing into new partnerships and future events.
For the Kazakhstan city, CIMX Beijing 2026 is more than an opportunity to showcase its attractions. It is a chance to establish itself as a serious contender in the competitive international MICE market.
