Ethno-tourism in Kazakhstan: Promoting intangible heritage in the global tourism market

Ethno-tourism is increasingly recognized as a vital tool for preserving and promoting intangible cultural heritage, particularly in countries seeking to diversify their tourism offerings. This study examines how ethno-tourism in Kazakhstan enhances the visibility of intangible heritage, focusing on national cuisine, music, and cultural traditions. A converged parallel mixed-methods design was employed, combining survey data from 200 international tourists with semi-structured interviews involving 15 tourism stakeholders. Findings show that 70% of tourists visited Kazakhstan primarily for cultural experiences, with 65% identifying national cuisine as the most appealing aspect of intangible heritage. Traditional music and folk performances were considered significant attractions by 55% and 48% of respondents, respectively. Stakeholder interviews revealed that community involvement in tourism activities supports the preservation of cultural practices. However, the study’s scope was limited to two urban centers and excluded domestic tourists, which may affect generalizability. Overall, the results demonstrate that ethno-tourism contributes both economically and culturally by increasing tourism revenue and sustaining traditional culinary practices, music, and rituals. International tourists’ interest in authenticity, cultural immersion, and gastronomy highlights ethno-tourism’s value as a sustainable development strategy for Kazakhstan.