Jennifer Lopez’s two concerts held in Kazakhstan attracted 12,000 tourists to the country, said Kazakhstan’s Minister of Finance Madi Takiyev. He emphasized that the star’s large tour series is not only a stage spectacle but also sparks interregional tourist flows, since “J. Lo doesn’t come alone — following her, tourists from neighboring countries come to us,” he added.
According to the figures provided by the minister, 5,000 people attended the concert in Astana, and nearly 7,000 attended the concert in Almaty. Visitors stay in hotels, go to restaurants, and get acquainted with the city — which also positively affects additional services and small businesses. “By our calculations, one tourist leaves at least one thousand dollars. This is very good for our economy,” Takiyev said.
Jennifer Lopez’s concerts within the Up All Night tour were held on August 1 at Astana Arena in Astana and on August 10 at the central stadium in Almaty. A number of logistical factors, work related to safety and infrastructure also ensured the effectiveness of these events, while the audience flow served as additional promotion for the cities’ brand.
According to Malik Khasenov, producer at the “Astana concert” company, revenue from Lopez’s concert in Astana amounted to 400 million tenge (742,860 dollars). It is noted that the average volume was formed by factors such as ticket sales, commercial partners, venue rental, and turnover of ancillary merchandise. For the local market, this level of cash flow supports the services sector during the summer season.
It is also reported that on concert days there was an increase in hotel occupancy and rising demand on domestic flights and train routes. This raises the need for service quality, transport logistics, and a transparent payment ecosystem; therefore, the preparation standard for upcoming large events will also rise.
Earlier, Jennifer Lopez held concerts in Armenia and Uzbekistan. The regional route of this tour further revealed the demand for live music in large venues, thus prompting production companies to reassess projects on a Central Asian scale. In the local industry, increased demand is expected for technical staff, sound and lighting, as well as stage assembly services.
In conclusion, as Kazakhstan’s Finance Minister Madi Takiyev noted, concerts by international stars produce a multiplier effect in tourism and the services sector. The 12,000 attendees in the case of Astana and Almaty — behind this figure stand numerous transactions in hotel, restaurant, transport, guiding, and retail sectors. Therefore, the continuity of such events and their quality management are noted to deliver high results in the coming seasons as well.
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