Case Study - Strategic Tourism Development in the Jeti Oguz District, Kyrgyzstan

A national-level interministerial meeting on tourism and winter sports highlighted several challenges: the disparity and lack of qualifications among Kyrgyz snow sports coaches, limited infrastructure and equipment, and the absence of coordination among tourism and winter sports stakeholders. It also emphasized the need to expand the base of practitioners to foster a real winter sports culture and economy in the region.

In response, a coordinated approach was initiated by the Kyzyl Djar Association, the district president, local mayors, the ecotourism development agency Nomad’s Land, other Kyrgyz tourism agencies, training institutions, cultural actors, and museums. Together, they have been shaping a unified tourism development plan for the region.

Dozens of training sessions have been conducted by Nomad’s Land, Helvetas, and other partners — both for strengthening the internal management of Kyzyl Djar and for empowering guesthouse owners and local stakeholders. More than 40 museums have been mapped, and a centralized booking system and website have been launched to support tourism services.

The adopted strategy is grounded in UNWTO recommendations and economic models from the Kyrgyz Mountain Cluster Association. Despite a surge in tourist arrivals in recent years, ongoing challenges remain, including staff training, municipal governance, financing, service quality, and infrastructure upgrades.

What we did

• Creation of a Local Tourism Association: The Kyzyl Djar tourism association was founded to coordinate tourism development efforts in the Jeti Oguz district, supported by Nomad’s Land and the Kyrgyz Mountain Cluster.
• Tourism Asset Inventory: Identified over 100 sites, 70 one-day tour options, and dozens of structured itineraries to showcase the district’s natural and cultural assets.
• Training and Capacity Building: Delivered multiple training programs for local guides, guesthouse owners, and association members, in partnership with organizations such as Helvetas.
• Service Quality Development: Offered targeted courses in hospitality, safety, livelihoods, guiding, and artisan promotion as part of the tourism experience.
• Booking System and Website: Launched a centralized booking system and destination website to streamline visitor access to local services.
• Sustainable Tourism Practices: Implemented responsible tourism measures to preserve Jeti Oguz’s unique ecosystems while fostering sustainable economic development.