The city of Almaty stepped up its global tourism ambitions with a strong showing at IMEX Frankfurt 2026, one of the world’s leading exhibitions for the meetings, incentives, conferences and events (MICE) industry.
Held in Frankfurt, the international exhibition brought together tourism boards, event organisers, hotel groups, airlines, destination management companies and hospitality professionals from around the world.
For Almaty, Kazakhstan’s largest city, participation in the event marked another major step in positioning itself as a fast-rising tourism and business events hub in Central Asia.
The Almaty delegation used the platform to showcase the city’s growing tourism infrastructure, hospitality sector, cultural attractions, mountain tourism offerings and capabilities for hosting international conferences, exhibitions and corporate events.
A key highlight was Almaty’s dedicated exhibition stand, which served as a vibrant showcase of Kazakhstan’s tourism potential.
The stand brought together several local tour operators and tourism companies from Almaty, who promoted travel experiences, tourism packages, cultural attractions and destination services to international buyers and industry professionals.
Throughout the exhibition, representatives from Almaty held a series of business meetings and networking sessions with tourism stakeholders from Europe, Asia, the Middle East and other regions.
Discussions focused on establishing partnerships, expanding tourism cooperation and exploring opportunities for joint projects aimed at increasing international tourist arrivals into Kazakhstan.
Industry representatives also discussed collaboration opportunities in the areas of leisure tourism, MICE tourism, destination marketing and cultural tourism.
The Almaty stand reportedly attracted strong interest from visitors curious about Central Asia’s emerging tourism market. Many were introduced to Almaty’s blend of modern urban development and natural beauty, including its surrounding mountains, outdoor adventure offerings, cultural heritage and gastronomy scene.
Tourism officials highlighted the city’s strategic location, international flight connectivity and expanding hospitality infrastructure as major strengths for attracting global travellers and business event organisers.
Almaty has increasingly positioned itself as a gateway to Central Asia, offering a mix of modern conference facilities, luxury hotels, outdoor tourism experiences and authentic cultural encounters.
The city’s tourism authorities believe such international exhibitions are crucial in raising awareness about Kazakhstan as a tourism destination that remains relatively undiscovered for many global travellers.
The participation at IMEX Frankfurt also reflected Kazakhstan’s broader efforts to diversify its economy through tourism and international business events. With growing global interest in experiential and emerging destinations, Almaty is seeking to capitalise on its unique geographic and cultural advantages.
Officials said the exhibition provided an important platform for expanding international visibility and strengthening long-term partnerships with global tourism stakeholders.
Beyond tourism promotion, the event also allowed Almaty’s delegation to exchange ideas and professional expertise with international industry leaders, particularly in sustainable tourism development, destination branding and event management.
Representatives noted that sustainable tourism growth remains a key priority as the city seeks to balance tourism expansion with environmental preservation and community engagement.
Almaty’s tourism authorities said they remain committed to deepening international cooperation and attracting more visitors through participation in major global exhibitions and industry platforms.
As international travel continues to recover and evolve, Almaty hopes its growing presence at events like IMEX Frankfurt will help strengthen Kazakhstan’s reputation as one of Central Asia’s most dynamic tourism and business destinations.
