Zhambyl tourism road-show “Visit Taraz” at Milan Fashion Week

Active participation in exhibition activities is becoming a more and more popular marketing tool for promoting tourist offers, creating and strengthening the image on the world market. It is important to remember that achieving a high degree of efficiency from participation in tourist exhibitions is possible only with the competent preparation of a plan for participation in it. 

On September 27, Milan (Italy) hosted MAD MOOD Fashion Week Milan, which was attended by designers from more than 10 countries around the world. Kazakh brands ASPARA, TOTY & DANA, LATUHA, RAUSHAN ANUARBEKOVA also took part. Collections of Kazakhstani brands meet the objectives of the Concept of Cultural Policy approved by the Decree of the President of the Republic of Kazakhstan in the context of the objectives of the Rukhani Zhangyru program for the development and popularization of the historical and cultural heritage of the country, the city of Taraz and the Zhambyl region.

As part of the partnership between ASPARA FASHION WEEK and MAD MOOD Fashion Week Milan, a presentation of the tourism potential of the Zhambyl region and the city of Taraz “Zhambyl Tourism Road – Show “Visit Taraz” was held on the Milan platform with the support of the Tourism Department of the Akimat of Zhambyl region.

TARAZ is a city where the past meets the future!

The main route of the Great Silk Road through the territory of Kazakhstan ran through the south of the country. From the border of China, trade caravans moved through the cities of Merke, Taraz, Sairam, Yasi, Otrar further to Central Asia, Persia, the Caucasus, and Europe. All these cities owe their appearance to merchants who, overcoming the vast Kazakh steppes, arranged stops that turned into caravanserais, and those, in turn, into settlements that eventually grew into cities.

Along with goods, crafts, architecture, culture, and art spread along the Silk Road. One of the largest centers was the city of TARAZ, which at one time was praised by the outstanding poets of the East Khayyam, Hafiz and Rudaki.

Zhambyl region of Kazakhstan is a region with a deep history: Saka mounds, the valley of ancestors, Turkic sanctuaries, stone balbals and majestic monuments of ancient architecture. The presence of five state nature reserves and five cultural monuments located on the Great Silk Road, listed in the UNESCO World Cultural Heritage List, make the region attractive to numerous tourists.

The Venetian traveler Marco Polo mentioned Taraz and the Zhambyl region in the Book of Wonders of the World.

At the presentation in Milan, the Tourism Department of the Akimat of Zhambyl region offered the following tourist products:

1. Historical and cultural tourism (visiting historical monuments);

2. Archaeological tourism (visiting excavations);

3. Ecological tourism (visiting nature reserves);

4. Gastronomic tourism (traditional cuisine);

5. Ethnic tourism (acquaintance with culture and traditions);

6. Resort tourism (radon springs, mud baths).

The participation of Kazakhstani brands in this event will give an impetus to interaction, as well as facilitate the establishment of contacts, exchange of experience, and presentation of the tourism potential of the region. After all, cultural and humanitarian ties are a connecting bridge between countries. In addition, the show will have a positive impact on the development of the fashion market of our country, will become a large-scale PR campaign of Kazakhstan and the Zhambyl region.

The main purpose of the presentation tour “Zhambyl Tourism Road – Show “Visit Taraz” is to promote the tourism potential of the Zhambyl region and the city of Taraz, strengthen cooperation between states, develop the fashion industry and attract tourists from other countries.