Almaty Shines as a Global Adventure and Culture Hub in Viajar Feature
Almaty has gained fresh recognition as one of the world's most distinctive mountain cities. The Kazakh city was recently showcased in Viajar, a leading Spanish travel magazine, placing it alongside famous destinations like Innsbruck and Salzburg. The feature highlights Almaty's growing appeal as a year-round hotspot for adventure, culture and cuisine.
The magazine's coverage follows years of rising visitor numbers, with tourism more than doubling since 2021. New flights, eco-tourism projects and digital campaigns have helped transform Almaty into a global draw for travellers seeking something different.
The Viajar article was produced after a visit organised by the Almaty Tourism Bureau. Representatives from the magazine explored the city's mix of urban energy and outdoor thrills, from the slopes of Shymbulak ski resort to the historic Medeu ice rink. They also praised Almaty's lively food scene and cultural offerings, which add to its allure beyond winter sports.
Over the past five years, Almaty's tourism has surged. Visitor numbers jumped from 1.5 million in 2021 to over 4 million by 2025, driven by a 25–30% annual rise in international arrivals. New direct flights to Istanbul, Dubai and Seoul made access easier, while post-pandemic demand and eco-tourism in the Tian Shan mountains attracted more travellers.
Key projects have boosted the city's profile. The 2022 Almaty Tourist Card gave visitors discounts on attractions. Big Almaty Lake saw upgrades in 2023–2025, including better infrastructure and cable cars. The 2024 opening of the Almaty Expo Center added space for cultural events, while the 2025 Almaty 360 digital campaign—run with TripAdvisor and Booking.com—pushed hotel occupancy to 75%, a 40% increase.
Viajar, founded in 1978, is a trusted guide for travellers seeking enriching experiences. Its feature on Almaty reflects the city's growing reputation as a must-visit destination, blending adventure with culture in a way few places can match.
The Viajar spotlight reinforces Almaty's position as a rising star in global tourism. With visitor numbers climbing and international media taking notice, the city's mix of mountain thrills, cultural depth and modern energy continues to attract a diverse crowd.
Recent upgrades to infrastructure and marketing have paid off, making Almaty a competitive alternative to Europe's traditional winter and adventure hubs. The city's inclusion in a major travel publication signals its arrival as a destination of choice for explorers.
