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The future of toursim in Central Asia
Why Kyrgyzstan has the potential to become the most visited destination in Central Asia
Kyrgyzstan and China are neighboring countries with a long history of trade and business, but despite being so close, they still remain quite unknown to each other in many ways.
You can see this on Chinese platforms like Rednote, where travelers excitedly share videos of their first visits to Lake Issyk-Kul or trying paddleboarding in the stunning Ala-Archa reservoir.
Recently, more and more Chinese tourists have been choosing to visit places they haven’t explored before, and Kyrgyzstan is clearly one of them. In 2024 alone, about 128,000 Chinese tourists came to Kyrgyzstan—56% more than in 2023.
The country was even added to China’s official list of recommended destinations for travelers.
For comparison, Kazakhstan received about 217,000 Chinese tourists in 2023, and Uzbekistan over 100,000. But Kyrgyzstan is catching up fast, and the growing numbers show that it’s becoming more and more popular.
Local companies like Kettik, one of Central Asia’s top-rated tour operators providing tours in Kyrgyzstan, Kazakhstan and Uzbekistan, say they’ve already received many kind and touching reviews from visitors( 4.5-star rating on Google and a 4.8 on the local 2GIS platform), reflecting high customer satisfaction of Chinese travelers. “I was very happy that day,” one Chinese traveler wrote. The founder, Erbol, says this kind of feedback is becoming more common.
Businesses in Kyrgyzstan believe this trend will keep growing, especially as China and Kyrgyzstan continue to build stronger cultural and economic connections.
And as an international marketing agency working in this region, we can’t help but ask:
You can see this on Chinese platforms like Rednote, where travelers excitedly share videos of their first visits to Lake Issyk-Kul or trying paddleboarding in the stunning Ala-Archa reservoir.
Recently, more and more Chinese tourists have been choosing to visit places they haven’t explored before, and Kyrgyzstan is clearly one of them. In 2024 alone, about 128,000 Chinese tourists came to Kyrgyzstan—56% more than in 2023.
The country was even added to China’s official list of recommended destinations for travelers.
For comparison, Kazakhstan received about 217,000 Chinese tourists in 2023, and Uzbekistan over 100,000. But Kyrgyzstan is catching up fast, and the growing numbers show that it’s becoming more and more popular.
Local companies like Kettik, one of Central Asia’s top-rated tour operators providing tours in Kyrgyzstan, Kazakhstan and Uzbekistan, say they’ve already received many kind and touching reviews from visitors( 4.5-star rating on Google and a 4.8 on the local 2GIS platform), reflecting high customer satisfaction of Chinese travelers. “I was very happy that day,” one Chinese traveler wrote. The founder, Erbol, says this kind of feedback is becoming more common.
Businesses in Kyrgyzstan believe this trend will keep growing, especially as China and Kyrgyzstan continue to build stronger cultural and economic connections.
And as an international marketing agency working in this region, we can’t help but ask:
What will make Kyrgyzstan become even more attractive destination for Chinese tourists and entrepreneurs in the nearest future?
Eased Visa and Travel Rules
Kyrgyzstan has relaxed entry requirements for Chinese nationals to encourage tourism. Major policy changes include:
- Visa-free group tours (Nov 2024): Chinese tour groups of 5–25 people can enter without a visa for up to 21 days. (Groups must travel on a pre-approved itinerary and hold return tickets.) Companies like Kettik Travel have successfully provided their itineraries and pre-paid tours for groups in the past
- New “Sapar Visa” (2025): A new universal visa category allows single- or multiple-entry stays of up to 90 days. This makes it easier for Chinese travelers (and others) to plan longer visits
- Faster e-visas: The Kyrgyz e-visa system has been streamlined for Chinese applicants. Visas can now be issued in as little as two business days.
- Direct flights: New air routes now link Bishkek with major Chinese cities (Beijing, Xi’an, Chengdu and Urumqi), greatly improving accessibility.
Proximity & diverse access by transport
First and foremost, Kyrgyzstan’s strategic location and improving connectivity make it one of the most accessible destinations for Chinese travelers — especially those from Western China.
Here's why it stands out:
Land Border Access:
Kyrgyzstan shares a 1,063 km border with China, accessible through multiple mountain passes like Torugart Pass and Irkeshtam Pass, directly connecting Xinjiang (specifically Kashgar and surrounding areas) with Naryn and Osh regions in Kyrgyzstan.
These overland routes are key for adventure tourists, road trippers, and group tours who want to cross by bus or car.
The China–Kyrgyzstan–Uzbekistan railway project, under China’s Belt and Road Initiative (BRI), is set to further strengthen this land connection, reducing cargo and passenger travel times significantly in the coming years.
Direct Flights:
Major Cities Bishkek and Osh are now connected with multiple Chinese cities via direct flights. Also, to be noted, that direct flights from Xinjiang regions plus ongoing infrastructure projects like the China–Kyrgyzstan–Uzbekistan corridor promise even better connectivity in coming years.
Border Crossing Improvements:
In 2023–2024, the Chinese and Kyrgyz governments upgraded the Torugart and Irkeshtam border checkpoints with better customs infrastructure, expanded hours, and smoother logistics for group and commercial travel.
These changes have led to an increase in cross-border tourist traffic, especially during spring and summer. Group tours benefit from simplified visa processing and dual-country tour packages (Xinjiang + Kyrgyzstan) that are growing in popularity with older or rural Chinese travelers seeking cultural heritage, religion, and clean air.
Here's why it stands out:
Land Border Access:
Kyrgyzstan shares a 1,063 km border with China, accessible through multiple mountain passes like Torugart Pass and Irkeshtam Pass, directly connecting Xinjiang (specifically Kashgar and surrounding areas) with Naryn and Osh regions in Kyrgyzstan.
These overland routes are key for adventure tourists, road trippers, and group tours who want to cross by bus or car.
The China–Kyrgyzstan–Uzbekistan railway project, under China’s Belt and Road Initiative (BRI), is set to further strengthen this land connection, reducing cargo and passenger travel times significantly in the coming years.
Direct Flights:
Major Cities Bishkek and Osh are now connected with multiple Chinese cities via direct flights. Also, to be noted, that direct flights from Xinjiang regions plus ongoing infrastructure projects like the China–Kyrgyzstan–Uzbekistan corridor promise even better connectivity in coming years.
- In 2024–2025, direct air links include:
- Urumqi – Bishkek (daily)
- Beijing – Bishkek (multiple times a week)
- Xi’an – Bishkek (seasonal)
- Chengdu – Osh (recently added)
- These routes are only 3–5 hours in duration, ideal for short trips or long weekends.
Border Crossing Improvements:
In 2023–2024, the Chinese and Kyrgyz governments upgraded the Torugart and Irkeshtam border checkpoints with better customs infrastructure, expanded hours, and smoother logistics for group and commercial travel.
These changes have led to an increase in cross-border tourist traffic, especially during spring and summer. Group tours benefit from simplified visa processing and dual-country tour packages (Xinjiang + Kyrgyzstan) that are growing in popularity with older or rural Chinese travelers seeking cultural heritage, religion, and clean air.
Non-commercial leasure!
While overtourism and overcommercialization strain popular destinations like Tokyo and Barcelona, Kyrgyzstan offers exactly what many travelers seek: vast, untouched landscapes where the eyes can roam freely—without a single billboard in sight.
In Kyrgyzstan, instead of neon signs or branded cafes, you'll see shepherds guiding their flocks along endless green pastures, yurts nestled beneath snow-capped peaks, and star-filled skies untouched by urban glare.
Travelers can spend their nights at Song-Kul Lake, sleeping in yurts beside nomadic families, or trek through Ala-Archa Gorge, where wild rivers and glaciers replace crowded walkways. In regions like Naryn or the Alay Valley, you won’t find polished resort chains—but rather honest, unforgettable moments: tasting homemade kumis (fermented mare’s milk), helping set up a felt yurt, or watching a game of kok-boru played on horseback.
Even in towns like Karakol, you’ll find a tapestry of cultures—Uighur, Dungan, Russian Orthodox—reflected in the local cuisine, from spicy lagman noodles to traditional ashlan-fu served at bustling night markets. With most tourism infrastructure run by local families or cooperatives, every experience supports the people who actually live there, not just large tour operators. This makes Kyrgyzstan not only more authentic but also more meaningful—an escape from mass tourism into a landscape of cultural depth and quiet grandeur.
In Kyrgyzstan, instead of neon signs or branded cafes, you'll see shepherds guiding their flocks along endless green pastures, yurts nestled beneath snow-capped peaks, and star-filled skies untouched by urban glare.
Travelers can spend their nights at Song-Kul Lake, sleeping in yurts beside nomadic families, or trek through Ala-Archa Gorge, where wild rivers and glaciers replace crowded walkways. In regions like Naryn or the Alay Valley, you won’t find polished resort chains—but rather honest, unforgettable moments: tasting homemade kumis (fermented mare’s milk), helping set up a felt yurt, or watching a game of kok-boru played on horseback.
Even in towns like Karakol, you’ll find a tapestry of cultures—Uighur, Dungan, Russian Orthodox—reflected in the local cuisine, from spicy lagman noodles to traditional ashlan-fu served at bustling night markets. With most tourism infrastructure run by local families or cooperatives, every experience supports the people who actually live there, not just large tour operators. This makes Kyrgyzstan not only more authentic but also more meaningful—an escape from mass tourism into a landscape of cultural depth and quiet grandeur.
Eco-friendly, sustainable initiatives
While, there is still way to go for the increased awareness of sustainable practices on a government-level, Some private tour companies take their own initiative in ensuring minimizing the ecological impact of travel in the region.
For example, Kettik demonstrates a strong commitment to environmental sustainability. They actively participate in beach cleaning initiatives, particularly around Issyk-Kul Lake, to combat pollution and preserve the natural beauty of the region. In collaboration with the local waste management authority, Tazalyk, Kettik ensures that waste generated during tours is disposed of responsibly, promoting recycling and minimizing environmental impact. Their efforts include organizing clean-up events and educating both local and foreign travelers on the importance of waste reduction and proper disposal practices before and during the tour.
Another example is Destination Karakol, a non-profit organization, has been instrumental in promoting sustainable tourism in the Karakol region. They have developed a comprehensive Code of Conduct for Responsible Tourists, which encourages visitors to minimize their environmental footprint by avoiding littering, using reusable items, and respecting local ecosystems. Just replacing one-use amenities to reusable bottles, significantly decreased littering inside and outside Karakol accommodations.
The organization also collaborates with local stakeholders, including accommodation providers and tour operators, to implement eco-friendly practices and raise awareness about sustainable tourism. Through these initiatives, Destination Karakol fosters a culture of environmental responsibility among both locals and tourists.
For example, Kettik demonstrates a strong commitment to environmental sustainability. They actively participate in beach cleaning initiatives, particularly around Issyk-Kul Lake, to combat pollution and preserve the natural beauty of the region. In collaboration with the local waste management authority, Tazalyk, Kettik ensures that waste generated during tours is disposed of responsibly, promoting recycling and minimizing environmental impact. Their efforts include organizing clean-up events and educating both local and foreign travelers on the importance of waste reduction and proper disposal practices before and during the tour.
Another example is Destination Karakol, a non-profit organization, has been instrumental in promoting sustainable tourism in the Karakol region. They have developed a comprehensive Code of Conduct for Responsible Tourists, which encourages visitors to minimize their environmental footprint by avoiding littering, using reusable items, and respecting local ecosystems. Just replacing one-use amenities to reusable bottles, significantly decreased littering inside and outside Karakol accommodations.
The organization also collaborates with local stakeholders, including accommodation providers and tour operators, to implement eco-friendly practices and raise awareness about sustainable tourism. Through these initiatives, Destination Karakol fosters a culture of environmental responsibility among both locals and tourists.
Regional Bus Services & Packages
Several regional travel companies now offer combined bus or car tours from Kashgar to Karakol, Naryn, or even Issyk-Kul, with stops along scenic routes like the Tien Shan mountains.
Thanks to improving cross-border infrastructure and better road networks through the Tien Shan mountains, travelers can enjoy flexible and comfortable journeys with multiple route options. This expanding transport connectivity makes it easier than ever to explore Kyrgyzstan’s diverse landscapes and cultural sites in a convenient and accessible way.
Thanks to improving cross-border infrastructure and better road networks through the Tien Shan mountains, travelers can enjoy flexible and comfortable journeys with multiple route options. This expanding transport connectivity makes it easier than ever to explore Kyrgyzstan’s diverse landscapes and cultural sites in a convenient and accessible way.
The most open country in Central Asia
Last, but not least, Kyrgyzstan stands out in Central Asia not just for natural beauty, but for its relative openness and cultural vibrancy.
It leads the region in press freedom — ranking 144th out of 180 in the 2025 Reporters Without Borders index with a score of 37.46, ahead of Kazakhstan and Uzbekistan, and enabling a more dynamic civic and cultural space. Visitors can join festivals like Nooruz in Bishkek, the Oimo Artisans Festival and Jazz-Bishkek Spring, as well as rural gatherings like the Salburun (Birds of Prey) and Salburun/Eagle hunting festival at Issyk‑Kul, and the World Nomad Games in Cholpon-Ata featuring kok-boru and equestrian sports—creating immersive cultural moments rarely found elsewhere in the region. This blend of greater civic openness, confessions (country has mosques, Russian and Korean Churches!) lively events, and regional cultural hubs makes Kyrgyzstan a uniquely engaging destination for culturally curious travelers from China and beyond.
It leads the region in press freedom — ranking 144th out of 180 in the 2025 Reporters Without Borders index with a score of 37.46, ahead of Kazakhstan and Uzbekistan, and enabling a more dynamic civic and cultural space. Visitors can join festivals like Nooruz in Bishkek, the Oimo Artisans Festival and Jazz-Bishkek Spring, as well as rural gatherings like the Salburun (Birds of Prey) and Salburun/Eagle hunting festival at Issyk‑Kul, and the World Nomad Games in Cholpon-Ata featuring kok-boru and equestrian sports—creating immersive cultural moments rarely found elsewhere in the region. This blend of greater civic openness, confessions (country has mosques, Russian and Korean Churches!) lively events, and regional cultural hubs makes Kyrgyzstan a uniquely engaging destination for culturally curious travelers from China and beyond.
Summary
Kyrgyzstan’s growing appeal as a travel destination—especially among Chinese tourists—is no coincidence. With stunning natural landscapes, deeply rooted nomadic culture, a mix of religious and ethnic traditions, and fast-improving infrastructure, the country is positioning itself as the hidden gem of Central Asia.
As an international marketing team working in this region, we are excited about the possibilities to partner with others in telling meaningful stories that help create real and lasting experiences for sustainable travel in the region.
Kyrgyzstan’s growing appeal as a travel destination—especially among Chinese tourists—is no coincidence. With stunning natural landscapes, deeply rooted nomadic culture, a mix of religious and ethnic traditions, and fast-improving infrastructure, the country is positioning itself as the hidden gem of Central Asia.
As an international marketing team working in this region, we are excited about the possibilities to partner with others in telling meaningful stories that help create real and lasting experiences for sustainable travel in the region.
Sources:
Belt and Road Portal (一带一路) – www.yidaiyilu.gov.cn
China Daily Global – global.chinadaily.com.cn
Kazinform International News Agency – www.inform.kz
Photo Credits:
Photos courtesy of Destination Karakol — used with permission or under appropriate usage guidelines.
Belt and Road Portal (一带一路) – www.yidaiyilu.gov.cn
China Daily Global – global.chinadaily.com.cn
Kazinform International News Agency – www.inform.kz
Photo Credits:
Photos courtesy of Destination Karakol — used with permission or under appropriate usage guidelines.
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