Kazakhstan Outstrips Russia, Turkey In Global Sustainable Tourism

Kazakhstan is positioning itself as an emerging player in sustainable tourism, ranking 62nd out of 99 countries in the latest Sustainable Travel Index by Euromonitor International. The ranking reflects incremental progress—but also highlights a widening gap between ambition and execution in the global race toward greener travel.

For decision-makers, investors, and tourism operators, the message is clear: Kazakhstan is moving in the right direction, but not fast enough to compete with global leaders.

Related: Kazakhstan Set to Develop Halal Market

Regional Context: Outperforming Peers, But Not Leading

Within its region, Kazakhstan holds a relatively strong position. It ranks ahead of Russia (65th), Turkey (66th), and Uzbekistan (73rd), signaling a more structured approach to sustainability compared to some neighboring markets.

However, it still lags behind regional frontrunners such as Belarus (26th), Ukraine (30th), and Georgia (41st), which have made more aggressive policy and infrastructure shifts toward sustainable tourism.

Several Central Asian economies—including Turkmenistan, Tajikistan, Kyrgyzstan, Armenia, and Moldova—remain absent from the index, underlining uneven development across the region.

Europe Still Dominates the Sustainability Playbook

Globally, Europe continues to set the pace. Countries like Sweden, Finland, Austria, Estonia, and Norway dominate the top ranks, with all top 20 positions held by European nations.

This is not accidental. These countries have spent decades aligning tourism with environmental regulation, carbon reduction targets, and sustainable infrastructure—creating a structural advantage that emerging markets are still trying to replicate.

Kazakhstan’s Strengths—and Its Risks

Kazakhstan’s performance is underpinned by natural advantages. Its vast landmass, low population density, and relatively limited biodiversity stress give it a strong environmental baseline.

But the index also flags a critical issue: risk exposure.

Kazakhstan ranks among the higher-risk countries in the sustainability framework—an indicator that governance, infrastructure gaps, and policy execution could slow progress. In practical terms, this means that while the country has the raw potential, it lacks the institutional consistency seen in top-tier destinations.

What the Index Actually Measures (And Why It Matters in 2026)

The Sustainable Travel Index evaluates countries across seven pillars:

• Environmental sustainability
• Social sustainability
• Economic sustainability
• Country risk
• Tourism demand
• Transport infrastructure
• Accommodation ecosystem

In 2026, this multidimensional approach matters more than ever. Travelers are no longer choosing destinations based on price or popularity alone—they are increasingly factoring in sustainability credentials, ethical supply chains, and environmental impact.

The Bigger Shift: From Volume Tourism to Value Tourism

The global tourism industry is undergoing a structural reset.

According to Caroline Bremner, Head of Travel Research at Euromonitor International, the era of mass, volume-driven tourism is steadily being replaced by a value-driven model focused on sustainability and long-term resilience.

Consumers in 2026 are more informed, more selective, and more willing to pay for responsible travel experiences. Governments and tourism boards are responding by tightening regulations, investing in green infrastructure, and aligning with climate targets.

What This Means for Kazakhstan

For Kazakhstan, the opportunity is significant—but time-sensitive.

To move up the rankings, the country will need to:

• Accelerate green infrastructure development
• Strengthen policy enforcement and transparency
• Invest in sustainable transport and eco-friendly accommodations
• Position itself as a responsible destination in global tourism markets

Without these shifts, Kazakhstan risks being stuck in the “middle tier”—competitive regionally, but invisible globally.

Bottom Line

Kazakhstan’s 62nd-place ranking is not a failure—it is a signal.

A signal that the country has the foundation to become a serious player in sustainable tourism, but must now transition from potential to execution.

In 2026, sustainability is no longer a branding exercise. It is a competitive advantage—and increasingly, a requirement.