Press Release – Kyrgyzstan Makes the News
Is that Good News – or Bad News? – THE KEY WORD IS “RECOVERY”
The world is beginning to hear about the Kyrgyz Republic . Articles are appearing in foreign newspapers and on foreign TV News programmes, not to mention on the “information superhighway” – the internet.
Normally I would be very happy about that. As a tour operator, involved with trying to attract people to visit the Kyrgyz Republic and one of the biggest problems we face is the lack of knowledge, (particularly in the West) about this small, landlocked, Central Asian country. If Kyrgyzstan is in the news, then that should raise the country’s profile and more people will learn about us, and more will want to come and visit us.
Over the last few years, those of us working in the Tourism industry have been trying to publicize the country – the magnificent mountains; the natural habitat; the hospitable people; and their traditional culture; the fascinating history of the Silk Road – and the many historical characters that have helped to shape events and has influence reached far beyond the local confines of Central Asia.
As businessmen, (of course), we have been trying to sell our particular products – tours: accommodation, transport, guide services, meals, souvenirs, formalities … and so forth. Such has been the lack of knowledge of the country, however, that we have had to put all of this into a wider context … Where is Kyrgyzstan ?; What does it have to offer?; Why should tourists consider it as a possible destination?; What can they do when they get here? … and so on.
We have attended exhibitions, published catalogues, established websites, issued video cassettes and Compact Discs, sought to place stories in the foreign media, arranged special tours for representatives of the press and foreign tour companies.
In the past few years, we have faced a number of problems which have hit our industry hard. One year, a lorry falling from a bridge polluting a mountain stream virtually destroyed the whole summer season on Lake Issyk Kul. Two years running, there were incursions in the south of the country by insurgents who took foreigners as hostages. Another year, the appearance of SARS – which closed the border with China – killed the Silk Road route.
At long last a tourism promotion board, (called the “Destination Market ing Association”), has been established in the country, which is being supported by grant aid from Switzerland and has only just started its work. The aim is to spread the “good news” about Kyrgyzstan – to help increase awareness about the country and its potential as a tourist destination; maximize the number of foreign visitors and thus increase the contribution made by tourism to the Kyrgyz economy and improve the standard of living for the general population.
The first major activity of the Association – organizing the Kyrgyz stand at the ITB exhibition in Berlin has just taken place. The second, attendance at the MITT exhibition in Moscow is underway at this moment. These exhibitions are important … contacts are made with tour companies from around the world: from the CIS countries, from Europe , from America and more distant countries. People are interested. Contracts are signed. Details of tours agreed. The future looks promising. More tourists will come here, spend money in the country. People will have work – guides, drivers, cooks, hotel workers, in cafes and restaurants, in sanatoria and resorts, owners of homestays in the villages, … and others. Souvenirs will be bought in the shops. There will be more visitors to the museums helping to cover the costs of maintaining the displays and so preserve the heritage for future generations. There will be more money in the Kyrgyz economy. They will be more taxes paid into the budget.
The future looked promising.
Much of the work that is being done is not actually going to show results this year. All of the marketing and promotion that is taking place now is aimed at next year – 2006, and beyond. In fact most of the bookings for this year were received last year or over the winter period.
There will be some tourists who yet to decide where to spend their holidays this year – but that will only be a small proportion of the total number of visitors, Holidays normally take some planning – dates have to be fixed, flights booked, accommodation reserved, services arranged, as well as saving to pay for all of this. When spending (large) sums of money on things like air tickets, the consumer does not usually make a decision lightly, nor at the last minute.
During the last week, tour operators have been busy answering questions. Unfortunately, instead of replying to “last minute” enquiries or finalizing arrangements for groups that have already been booked – as would be normal at this time of year – they have been answering questions about safety and security – or acknowledging cancellations.
Tourists from the West that can afford to visit Kyrgyzstan can also afford to travel to travel to any part of the world. They have the world at the feet – and most of the countries of the world are vying for their custom. Why go to a place that could be dangerous?, or where there is civil disorder?, where there is the possibility of violence? Much better to cancel and chose a safer destination. Who can blame them?
The result is that the prospects for this year look bleak. It should be remembered that many decisions taken by tour companies around the world are not for this year – but for next year – and beyond.
Fewer visitors mean less money in the Kyrgyz economy, fewer jobs, less tax revenues for the budget, and also less interaction between visitors and their hosts, less communication between cultures and less mutual understanding.
The future no longer looks promising.
The key word now is: “Recovery”. How quickly can Kyrgyzstan recover what is being lost at the moment? This year may not yet be a total loss. Those tours already cancelled are unlikely to be reinstated – but those where people are “waiting it out” – to see how the situation develops, may yet be saved.
Kyrgyzstan is now in the news. People all over the world are learning about the country. Publicity would normally be welcome – but is this good publicity? There is an English phrase: “There is no such thing as bad publicity”, but in this case, it is hard to agree with that. On the positive side – more people will have heard about Kyrgyzstan – and will be better informed about the country and may have their interest aroused. On the negative side – what they see and hear is unlikely to persuade them that they should come and see the country, experience the mountains, the wildlife, the hospitality and culture of the people.
In this case, I think I prefer another English cliché: “No news is good news”.
This was a Press Release issued by the Kyrgyz Association of Tour Operators to the local press in Kyrgyzstan.
Bishkek