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7CURRENT STATE AND POTENTIAL OF GASTRONOMIC TOURISM IN
KAZAKHSTAN
TUKIBAYEVA KURALAY BAZARBEKOVNA
Phd, senior lecturer
RAKHIMBERDIYEVA DAYANA SAGIDOVNA
Student of 3 course
PERNESHOVA AKMARAL GALYMZHANKYZY
Student of 3 course Kazakhstan, Astana; L.N.Gumilyov Eurasian National University
Abstract. The development of gastronomic tourism in Kazakhstan represents a promising direction that can enhance the country's tourism appeal and stimulate economic growth. This article examines the theoretical aspects of gastronomic tourism, analyzes successful international practices, including examples from France, Italy, and Germany, and evaluates the current state of this sector in Kazakhstan. The research methods include statistical data analysis, a study of international experiences, and an assessment of Kazakhstan's gastronomic potential. The study identifies key challenges: weak infrastructure, insufficient integration of gastronomic tourism into national culture, and low levels of international promotion. The proposed recommendations include creating ethno-villages as central attractions, implementing the "farm-to-dining" concept, organizing gastronomic festivals, and developing promotion models through multimedia channels. The main conclusion of the study is the need to develop a clear model for the advancement of gastronomic tourism, emphasizing the creation of a unique Kazakh culinary brand, collaboration with local producers, and a focus on sustainable practices. Further research prospects involve integrating gastronomy into cultural programs and monitoring its economic impact.
Key words: gastronomic tourism, Kazakh cuisine, ethno-villages, "farm-to-dining"concept, sustainability, cultural integration.
Introduction. Gastronomic tourism is one of the most promising forms of tourism, actively developing worldwide. According to the World Tourism Organization (UNWTO), over 30% of travelers choose destinations based on unique gastronomic experiences [1]. For Kazakhstan, a country with a rich cultural heritage and authentic cuisine, the development of gastronomic tourism holds significant potential. Traditional dishes such as beshbarmak, baursak, kumys, and kurt not only symbolize the nomadic traditions of the past but also have the ability to captivate international tourists with their authenticity.
Despite the uniqueness of Kazakh cuisine, its international recognition remains limited. Challenges such as insufficient tourism infrastructure, weak promotion, and the lack of integration of gastronomic tourism into the country's overall tourism strategy hinder its full potential. Meanwhile, successful examples from Italy, Japan, and Georgia demonstrate how national cuisine can become a powerful tool for attracting tourists.
The aim of the research to identify key challenges and opportunities for the development of gastronomic tourism in Kazakhstan, to analyze successful international practices, and propose practical recommendations to promote Kazakh cuisine on the global stage.
In order to achieve this aim, the following objectives have been set:
- to investigate theoretical framework of the gastronomic tourism;
- to study foreign experience of gastronomic tourism development;
- to assess the current state of gastronomic tourism in Kazakhstan;
- to propose recommendations for its development and promotion.
Literature review. One of the most utilized definitions of gastronomic tourism used in the literature proposed by Michael Hall and Liz Sharples, according to which gastronomic tourism is an experiential trip to a gastronomic region, for recreational or entertainment purposes, which includes visits to primary and secondary producers of food, gastronomic festivals, food fairs, events, farmers' markets, cooking shows and demonstrations, tastings of quality food products or any tourism activity related to food [2]. A more artistic approach to define gastronomy was taken by Cailein Gillespie and John Cousins, where they define gastronomy as the art and science of cooking, eating and drinking as a pleasure using different senses [3].
Bill Gregorash noted that the field of gastronomy includes not only food and drinks in terms of satisfaction physiological needs, but explores more deeply the regional gastronomic perspective as a cultural aspect, as well as an asset for the region in the development of the tourism industry in order to increase national economy and regional incomes [4].
Joseph Pine and James Gilmore (1999) argue that the consumer pays more for the complete experience rather than for the basic service. In the case of food, people are willing to pay more for the added value of dining experiences that provide access to local culture, creativity and landscapes [5].
Main part. For the first time, the term gastronomic tourism was offered by Lucie Long in 1998, according to which gastronomic tourism is a vacation aimed at getting to know the country's national cuisine, the peculiarities of production and preparation of products and dishes, as well as improving professional training and knowledge [6]. The size of the global gastronomic tourism market was worth USD 1.54 billion in 2023. The global market size is anticipated to register a CAGR of 17.82% from 2024 to 2032 and be worth USD 6.74 billion by 2032 from USD 1.81 billion in 2024 [7] (Figure
1).
Figure 1. Global market size overview of gastronomic tourism [7]
As it can seen in Figure 1, due to an increase in interest in local food culture, travelers find gastronomic tourism to be the most alluring. Local food allows visitors to have a direct and genuine relationship with their location. Through food and drink, they get a sense of the local culture, heritage, and people. Additionally, a destination's local food culture helped it develop a reputation around the world, attracting tourists interested in gastronomic tourism, especially in regions like Europe and Asia-Pacific, where gastronomic experiences are central to the travel experience. Currently, Europe dominates this market with more than 30% of the global share, as European tourists often allocate a significant portion of their travel budget—around 25%—to food and beverages [8] (Figure 2).
GRAND VIEW RESEARCH
30.0%
Europe Market Revenue Share, 2023
Sou ce:
w ww, gran dv i e wre sea rch xo m
Culinary Tourism Market
Trends, by Region, 2024 - 2030
* Largest Market ■ Fastest Growing Market
Figure 2. Gastronomic tourism market by region, 2024-2030 [8]
This has led to the rise of countries offering diverse gastronomic experiences, ranging from Michelin-starred restaurants to local food tours and events, creating a vibrant gastronomic scene. For example, France is considered a global leader in gastronomic tourism due to the high quality and diversity of its local cuisine. Renowned products such as Camembert de Normandie, Champagne, and others are protected under the PDO (Protected Designation of Origin) certification. This standard ensures their geographical origin and quality. Italian cuisine has long been a symbol of global gastronomic excellence. The recognition of Neapolitan pizza as a UNESCO Intangible Cultural Heritage in 2017 highlighted its significance not only as a dish but also as a cultural symbol of Italy [9]. Also, Germany is regarded as one of the world's leading beer nations and hosts Oktoberfest annually, the most famous beer festival globally. This event attracts around 6 million tourists each year, offering them a variety of beers and insights into the history of brewing [10]. As part of its campaigns, Germany actively participates in international exhibitions such as the World Travel Market and ITB Berlin, emphasizing its gastronomic offerings. These examples show how European gastronomic tourism successfully integrates cultural heritage and quality assurance to appeal tourists through around the world.
Similarly, countries in Asia-Pacific, such as Thailand, South Korea, and Japan, are seeing considerable growth in gastronomic tourism, driven by a mix of traditional food practices and modern gastronomic innovations. In South Korea, for example, tourists are drawn to both world-class dining establishments and authentic food experiences, such as street food tours, reflecting a trend where food is not just a part of travel but a main attraction.
Therefore, gastronomic tourism encompasses a variety of activities centered on food and beverages, each offering unique cultural and gastronomic experiences. Below on the Table 1 are the main types of gastronomic tourism with international and Kazakh examples:
Table 1- Types of gastronomic tourism
Types of gastronomic tours Description Foreign countries The Republic of Kazakhstan
Rural Focuses on exploring rural areas, including local farms, food production processes, and traditional cuisines. Tuscany, Italy: Tours through vineyards and olive groves. Saumal in rural areas, Farm to dining concept restaurants, tour to village "Rodina"
Restaurant Involves visiting national restaurants to experience local and international gastronomic delights. "Le Meurice", one of Paris' Michelin-starred restaurants, etc. "Daudidau", "Sandyq", "Kazakh Gourmet" restaurant
Educational Offers learning experiences like cooking classes, workshops, or knowledge-sharing about local food cultures. Napa Valley, USA, wine education tours with vineyard visits and wine tastings. Gastronomic workshops that focus on traditional food, "Arba Wine" vineyard
Ecological Focuses on sustainable and organic food experiences, emphasizing eco-friendly farming practices. Costa Rica, organic coffee and cacao production tours and tastings "TARY" network of ethno-cafes
Event-based Centers around gastronomic festivals, food fairs, or events that celebrate specific food traditions. "Asian Food Fest"; "Taste of Dublin" "Nomad Food" festival; "Nauryz food" festival
Combined tour A mix of the above types, offering a well-rounded gastronomic experience. Italy: vineyard in Tuscany, cheese making in Parma, pasta-making classes in Bologna None
Note: Complied by the authors based on [10]
As it is shown in the table, gastronomic tourism covers various types of tours, each offering a unique experience for travelers. The food festival segment has become the dominant force in the global gastronomic tourism market, with a revenue share exceeding 30% in 2023. Events such as food festivals play a crucial role in attracting tourists, offering a rich, immersive experience that connects food with culture. For instance, the 2023 Asian Food Fest, held in late April, drew nearly 98,920 attendees interested in tasting Asian delicacies and exploring the region's culture. Similarly, in Ireland, festivals like the "Taste of Dublin" and "Burren Slow Food Festival" attract large crowds every year, highlighting local food traditions and international gastronomic influences [11]. In Tuscany, Italy, rural gastronomic tourism is a significant part of the local economy with more than 2,000 farm stays available for tourists each year. The region currently has more than 12,000 wine-producing companies, making it the seventh-largest wine-producing region in Italy in terms of volume [12]. Restaurant tours mostly popular in France, for instance restaurant "Le Meurice" is known for its elegant and luxurious ambiance, featuring historic decor and breathtaking views of the Tuileries Garden. It has been awarded three Michelin stars, reflecting its status as one of the finest dining establishments in Paris [13].
Gastronomic tourism in Kazakhstan includes diverse forms of tours, such as rural, restaurant, event-based, and ecological. Within rural and restaurant tours, visitors can explore local markets and restaurants. For example, the village of "Rodina" in Akmolinsk region, famous for its agricultural innovations, serves as an ideal destination to showcase rural life. Guests can visit local farms to witness the milking process, learn about its cultural significance, and enjoy freshly prepared saumal. National cuisine restaurants, such as "Daididau", "Sandyq", "Kazakh Gourmet" restaurant in Astana, offer ancient recipes of Kazakh cuisine, including beshbarmak and lamb kebabs.
In Kazakhstan, event-based tourism holds a special place, especially gastronomic festivals, which not only attract tourists but also positively impact the region's economy. A vivid example is the "Nomad Food" festival, which took place in 2018 in the Akmolinsk region. This festival gathered over a thousand tourists and gained international status, featuring chefs from Russia, Uzbekistan,
Mongolia, and Serbia. The festival became an important milestone in the development of gastronomic tourism and helped to promote Kazakh gastronomic traditions on the global stage.
Additionally, ecological gastronomic tour is developing in Kazakhstan. A prime example is the "TARY" network of ethno-cafes, which actively introduces healthy drinks, revives forgotten recipes, and uses new cooking technologies, focusing on the health and well-being of tourists. This form of gastronomic tourism is aimed at popularizing sustainable practices and eco-friendly products, making it an important part of Kazakhstan's gastronomic culture.
However, the development of different types of gastronomic tourism requires taking into account the statistical changes associated with several factors including the COVID-19 pandemic. For example, in the figure below, the share of inbound tourist expenditure on the food category in 2022 was only 14.5 %, significantly lower than the pre-pandemic period. This indicates the need to actively support and promote this destination to increase industry revenues [11].
16 15,5 15 14,5
14 13,5
2017 2018 2019 2020 2022
Figure 3. Share of expenditures of inbound visitors to Kazakhstan on food, % [11]
Based on the information from Figure 3, it can be noted that the highest level of spending on nourishment was recorded in 2017. The sharp drop in 2018 and slow recovery after 2020 confirms that the pandemic had a lasting impact on the tourism industry. Thus, the development of gastronomic tourism could be a key element in Kazakhstan's inbound tourism recovery strategy.
However, by 2024, after the completion of the rehabilitation period from the effects of the pandemic, there is a steady growth in inbound tourist expenditure. This indicates a renewed interest in Kazakhstan as a tourist destination and a recovery in activity in key industry sectors. One important factor contributing to this growth is the promotion of national Kazakh cuisine, which is becoming an important element of tourism programmes. Below is a table with the main types of Kazakh cuisine that are popular among tourists:
Table 2- Types of Kazakh cuisine
Category Dishes/Products Description
Meat dishes Beshbarmak, Kazy, Kuyrdak Traditional meat dishes (horse, lamb) served with noodles or fried potatoes.
Dairy drinks Kumys, Shubat, Ayran Natural drinks made from mare's, camel's, or cow's milk.
Sweets Zhent, Baursak Traditional sweet dishes: zhent made from millet and baursak—fried dough pieces.
Snacks and pastries Kurt, Irimshik, Zhety nan Dry dairy snacks and bakery products popular in Kazakh cuisine.
Modern dishes Lagman, Manty, Plov Dishes popular in urban settings, combining Kazakh traditions with influences from neighboring cultures.
Note: Complied by the authors
The gastronomic offerings mentioned in the table will not only increase the interest of tourists, but also allow them to dive deeper into the unique culture of Kazakhstan. The development of gastronomic itineraries and themed festivals continues to stimulate visitor spending, which helps to strengthen the economy and enhance the country's image in the international arena.
Recommendations. Successful development of gastronomic tourism sector requires implementation a clear model based on the analysis of the current situation, formation of a unique gastronomic identity, attraction of tourists and locals, as well as effective brand promotion. The model of gastronomic tourism development presented below describes the key stages that will help Kazakhstan to become one of the attractive gastronomic destinations on the world stage.
Each stage of the model is focused on solving key problems, starting with the current situation and ending with monitoring the achieved results. They ensure the promotion of the country's unique cuisine and sustainable development of the industry. Its development has made it possible to turn Kazakhstan into a remarkable gastronomic destination, attracting tourists from all over the world. This happens because of asset analysis, brand formation, tourist attraction, creation of a communication strategy and monitoring of results. Therefore, the aim to fully focus on regular implementation of above activities not only on regional level, but also on national level which will show the consistent results.
Stage 1
SITUATIONAL ANALYSIS (DIAGNOSIS OF GASTRONOMIC BRAND)
Group I of criteria: Inventory and evaluation of gastronomic assets; Identification of authentic recipes and products; Study of local producers; Assessment of the infrastructure of ethno-auls and farms. Group II of criteria: Study of taste preferences of local residents and tourists; Analyzing the peculiarities of food culture; Assessment of the impact of globalization on gastronomic traditions. Group III of criteria: Expert evaluation; Involvement of specialists to analyze the regions' potential in gastronomy; Integration of gastronomy into existing cultural programs.
DETERMINATION OF T] HE GASTRONOMIC IDENTITY OF TERRITORIES
FORMING THE IMAGE, MISSION AND THE CONSUMER VALUE
Stage 2
FORMATION OF GASTRONOMIC IDENTITY
Creation of a unique image of Kazakhstani gastronomy;
Integration of ethno-auls as central objects of gastronomic tourism;
Introducing the farm-to-dining concept through partnerships with local producers.
Stage 3
AWARENESS OF PARTIES AND DEVELOPMENT OF TOURISM ACTIVITIES
Attracting the attention of local residents and tourists: Identification of target audience:
Organization of gastronomic festivals and events; Tourists interested in culture and gastronomy;
Creation of urban gastronomic culture (restaurants, cooking schools); Local residents supporting local initiatives;
Training of local producers to interact with the tourism sector. Enterprises ready to provide their services.
Stage 4
BUILDING A COMMUNICATION STRATEGY FOR A GASTRONOMIC BRAND
Development of a web platform and applications with gastronomic routes; Work with Influencers, bloggers, publications in mass media; Participation in international ratings and exhibitions (UNESCO, gastronomic capitals of the world); Multichannel communication to promote Kazakhstani cuisine.
Evaluation of the economic effect of gastronomic tourism; Analyzing feedback from tourists and partners; Adjustment of the model based on the collected data.
MONITORING AND EVALUATION OF RESULTS
Note: Compiled by authors
Implementation of above model based on the analysis of the current situation, formation of a unique gastronomic identity, attraction of tourists and locals, as well as effective brand promotion will greatly influence the further direction of gastronomic tourism's development. It is important to conduct an in-depth analysis of the region's gastronomic assets, identify authentic recipes and products, and study the taste preferences of locals and tourists. The development of a gastronomic brand and the integration of ethno-auls as central tourism objects will create a unique image of Kazakhstan as a gastronomic destination, and cooperation with local producers will support the concept of sustainable tourism.
Conclusion. The development of gastronomic tourism in Kazakhstan represents a significant opportunity to showcase the country's rich gastronomic heritage to the world. As demonstrated by the model and analysis in this study, integrating Kazakhstan's unique dishes into tourism offerings, such as through the promotion of ethno-auls and farm-to-dining concepts, can enhance the appeal of the country as a gastronomic destination. By leveraging local traditions and the distinctive flavors of Kazakh cuisine, Kazakhstan can create an authentic gastronomic experience that resonates with both local and international tourists. However, overcoming existing challenges—such as infrastructure gaps, weak promotion, and a lack of cohesive strategy—will require a concerted effort from both the government and private sector to create a more robust gastronomic tourism framework. Drawing inspiration from successful international examples and implementing the proposed strategies will help Kazakhstan build a strong gastronomic brand, attracting tourists and boosting the local economy. Ultimately, by focusing on its unique gastronomic assets, Kazakhstan has the potential to position itself as a leading destination for culinary tourism in Central Asia.
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