Meet the Travel Bloggers in Kazakhstan Inspiring New Journeys

The influencer marketing market in Kazakhstan was valued at €28 million as of November 2024. Forecasts suggest it will grow to €43 million by 2027.

The key trend in influencer marketing is personalization. People want to see ads that feel tailor-made for them. In this regard, influencers outperform almost any other advertising tool. They understand their audience, its interests, pain points, and desires, and can present a brand in a way that no one else can.

This trend is particularly evident in the travel segment, where bloggers' posts about their journeys inspire millions of followers to walk in their footsteps.

Specifics of Influencer Marketing in Kazakhstan

The Kazakhstani market has its own unique characteristics. First, the audience here is smaller compared to Russia or the U.S., which automatically makes competition for attention much tougher. Additionally, it’s crucial to identify opinion leaders who understand the cultural nuances of their followers. For some, content in Kazakh is essential (a key channel for targeting exclusively the domestic market), while residents of cities near the Russian border tend to follow Russian-speaking bloggers.

Second, there’s no clear segmentation of influencers by social media platforms within the country. Kazakh influencers primarily use Instagram and TikTok as their main content platforms, with YouTube being less popular (most of the top YouTube channels in Kazakhstan are authored by creators from Russia, Belarus, and other countries). Recently, Telegram channels have been gaining traction, as the messenger’s audience has grown significantly over the past year, reaching 12.5 million monthly users. Brands aiming to connect with the Kazakh audience should factor this into their influencer strategies.

For travel marketing, the conditions are especially favorable since both Instagram and TikTok allow creators to showcase original travel content in all its glory.

Who Needs Promotion Through Travel Bloggers in Kazakhstan?

1. Tour companies and agencies. Bloggers can attract clients for trips both within Kazakhstan and abroad.

2. Hotels, resorts, and tourist bases. For these advertisers, travel bloggers offer an excellent way to showcase their services to a wide audience.

3. Airlines and transportation companies. Collaborating with bloggers can help boost ticket sales and improve brand image.

4. Restaurants and local producers. Featuring their content on travel bloggers’ profiles can enhance brand awareness and build trust.

5. International brands. Advertising with Kazakhstan’s travel bloggers provides access to a Central Asian audience.

Who should brands focus on?

Top travel bloggers in Kazakhstan

Anzor Gasaev

Social Media: TikTok (1.1M followers), Instagram (2.3M followers), YouTube (2.33M followers), Telegram (22.903K followers).

Key Focus: Beautiful destinations and culinary content. Posts in both Russian and English.

Typical Content: Showcasing natural wonders of Kazakhstan and other countries, videos of preparing traditional dishes and delicacies. On YouTube, he exclusively posts Shorts, which consistently attract thousands of views.

Audience: Visual content enthusiasts.

Advertising: Tour operators, hotels, and tech devices.

 

 

 

 

 

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Публикация от Anzor Gasaev

Otkroy Mir travel agency promotion on @vkadre_kz Instagram account 

Aset and Mukhabbat Murzabaevs

Social Media: TikTok (935.5K followers), Instagram (149K followers).

Key Focus: Family travel. Content in Russian.

Typical Content: Visiting various countries, reviews of restaurants and tourist attractions.

Audience: Young people and families.

Advertising: Children's products, food items, automotive goods.

Promoting Jusan Children's Card and RG Brands energy drinks in the @travelove100 TikTok account

Dastan Mukhamedrakhymov

Social Media: Instagram (750K followers), Telegram (22.838K followers).

Key Focus: Panoramic videos featuring locations from various countries. Content in Kazakh and English.

Typical Content: Aesthetic drone or professional camera videos showcasing locations, with captions specifying the place. Interestingly, Dastan shares videos even on Telegram, despite the platform's focus on text-based content.

Audience: Tourists, travelers from Kazakhstan and neighboring countries, and fans of visually stunning content.

Advertising: Cameras, tech devices, coffee shop chains.

DJI partner in the header of Dastan Mukhamedrakhymov's Instagram profile

Adilet Rakhmetolla

Social Media: Instagram (647K followers), Telegram (5.675K followers).

Key Focus: vibrant cinematic images from travels across Kazakhstan and around the world. Content in Kazakh, English, and occasionally Russian.

Typical content: landscapes, panoramas shot with a drone, unusual places, and moments.

Audience: people interested in Kazakh culture, lovers of beautiful visuals.

Advertising: cars, technology, mobile devices, travel services, and agencies.

 

 

 

 

 

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Публикация от ADILET RAKHMETOLLA (@adilet_rakhmetolla)

Xiaomi advertisement on the@adilet_rakhmetolla Instagram profile  

Madi Aubakirov

Social Media: Instagram (498K followers).

Key Focus: Blogger showcasing stunning drone-shot landscapes. Content primarily in English, with some advertisements in Russian.

Typical Content: Instagram Reels featuring Kazakhstan’s natural beauty, mountains, and other countries, incorporating Instagram’s visual and audio trends.

Audience: Fans of scenic travel experiences in nature and cities worldwide.

Advertising: Cars, hotels, travel agencies, and souvenir products for travelers.

 

 

 

 

 

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Публикация от Madi | Travel | Kazakhstan

Lexus promotion on @madiaubakirov Instagram profile 

Aleksandr Gabchenko

Social Media: TikTok (316.5K followers), Instagram (175K followers).

Key Focus: Hiking and mountain tourism. Content in Russian.

Typical Content: Reviews of hiking routes, gear, and practical survival tips for the wilderness.

Audience: Men, adventure tourists, and hikers.

Advertising: Sports equipment and outdoor gear.

 

@gabchenko.outdoor Подборка мощных лайфхаков для путешествий в горах #горыалматы #вгорах #алатау #палаткаприрода #снаряга #впоход ♬ оригинальный звук - горы и путешествия

MSR tent review in @gabchenko.outdoor TikTok profile  

Saken Kagarov

Social Media: Instagram: (305K followers).

Key Focus: Active tourism. Content in Russian and English.

Typical Content: Videos and photo galleries showcasing extreme sports in various cities and countries.

Audience: Athletes and active travelers.

Advertising: Banking programs, sports brands, resorts.

 

 

 

 

 

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Публикация от Saken Kagarov (@saken_kagarov)

CenterCredit travel card promotion on @saken_kagarov Instagram profile 

Danat Aliev

Social Media: Instagram (129K followers).

Key Focus: Countries reviews. Content in Russian and English.

Typical Content: Travel hacks, detailed travel information, and visually appealing content.

Audience: Young people and fans of active urban tourism and unique destinations.

Advertising: Travel services, tour operators, and custom tours.

 

 

 

 

 

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Публикация от Danat Aliyev (@danat_aliyev)

Nissan Navara promotion on @danat_aliyev Instagram profile  

Timur Shaidulin

Social Media: Instagram (122K followers).

Key Focus: Stunning landscapes of Kazakhstan and Central Asia. Content in Russian and English.

Typical Content: Aesthetic locations, restaurants, entertainment, and lifestyle.

Audience: Travelers from Asia and the Caucasus.

Advertising: Tourism consulting, travel agencies, and traveler services.

 

 

 

 

 

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Публикация от TIMUR SHAIDULLIN (@shaidullin.timur)

Announcement author's tour to Dubai in Instagram account @shaidullin.timur 

Aliia Baukenova

Social Media: Instagram (52.4K followers), Telegram (1.451K followers).

Key Focus: Lifestyle in travel. Content in Russian.

Typical Content: Travel stories, emotional posts, scenic locations, and practical tips. Additionally, she covers investment topics on Telegram.

Audience: Families and women.

Advertising: Flights, investments, and online schools.

 

 

 

 

 

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Публикация от Aliya Baukenova TRAVELER (@aliya_b.b)

Promotion of Cortino as a promising travel destination on @aliya_b.b Instagram profile 

Travel Telegram channels in Kazakhstan

While popular travel bloggers are gradually exploring Telegram, many brands are already leveraging the messenger to expand their reach. It's worth noting that native integrations in Telegram channels are still less common than in Russia. However, paid social can already be highly effective.

Kazakh Telegram channels about travel are interest-based communities centered around a single owner or brand. Within the travel niche, the following types of channels are particularly active:

• Agency channels, which regularly post last-minute deals, discounts, and promotions.

• Flight aggregators offering ticket deals.

• Companies specializing in tours to specific destinations (e.g., Turkey, UAE, etc.).

• Informational platforms featuring reviews of interesting places, such as cultural events in various cities.

Kazakh Tourism Brand Telegram Channels