Tourism ministry to promote Kazakhstan on Chinese social media
The Ministry of Tourism of Kazakhstan has allocated $107,560 for marketing on popular Chinese social platforms such as WeChat and Weibo to lure more tourists to the country. A subcontractor should create interesting content for the Chinese users by the end of this year.
According to open data on public procurements, the ministry has signed a contract with Kazakh Tourism, the national company in the tourism sphere, worth $107,560. This money will pay for services related to the development of a media plan and the creation of two posts per month for WeChat and Weibo in order to reach at least three million people in China.
The ministry expects this move to raise awareness about Kazakhstan among the Chinese audience and attract more tourists to the country.
This is not the first time that the Ministry of Tourism has signed contracts for social media marketing (SMM). For instance, the agency is going to spend $71,114 for promoting travel.kazakhstan, the official account of the ministry on Instagram, as well as an official account on Facebook (in English) and TikTok (in Kazakh and Russian languages). A contractor is expected to publish at least one post per month and promote these accounts on social networks to reach at least two million people. The ministry wants its SMM manager to take at least 150 exclusive photos of 17 regions and the three largest cities in Kazakhstan.
What else are Kazakhstani authorities doing to promote international tourism
This year, the Tourism Bureau of Almaty received more than $7 million for the development of domestic and international tourism. The bureau is going to spend $2.4 million on preparing 3D tours, maintaining information kiosks and tourism spots, organizing master classes and media publications, paying membership fees for participation in international forums and conferences in 2024 and entry fee for the World Travel & Tourism Council.
The remaining $2.6 million will be spent on online marketing in Turkey, the UAE, Saudi Arabia, China, South Korea, Singapore, the U.K., Italy, Germany, and Malaysia; participation in international conferences; souvenirs; press tours for foreign bloggers; advertisement on TripAdvisor and Expedia, and preparing portrait of an average foreign tourist.
