One of the priorities of Nurbank is the search for and implementation of socially significant projects that have great economic potential and impact on improving the quality of life of the population of Kazakhstan.
Nurbank pays special attention to projects in the sphere of domestic tourism. It becomes obvious that domestic tourism is transforming into a large independent sector of the national economy. The tourism industry faces ambitious tasks: to create the best opportunities for comfortable, affordable, and safe leisure for Kazakhstanis and guests of the country, as well as to increase its contribution to the state economy.
One of Nurbank's clients, LLP 'ASIA MINERALS', has established a luxurious and cozy hotel complex 'AQ JELKEN Ski Hotel' in Akmola region, Shchuchinsk city, which has become very popular and attractive for lovers of active recreation and winter sports due to the warm welcome and hospitality, excellent living conditions in comfortable rooms and villas with picturesque views.
Olzhas Kazhimuratovich Ayashev, Director of LLP 'ASIA MINERALS', the hotel complex 'AQ JELKEN Ski Hotel', told us how the idea of building the complex was realized, who helped in this, and how one of the most promising leisure facilities in the regional tourist services market develops:
— Could you please tell us about your company? How did the idea of founding the 'AQ JELKEN Ski Hotel' complex come about?
— In early 2018, visiting Shchuchinsk city, we first saw an old rundown two-story building of Soviet construction with two summer cottages and a half-ruined garage. But we did not see the flaws of the former boarding house, prospects of creating a luxurious hotel complex opened before us. We were enthusiastic about this idea. And the advantages of the future complex are obvious: there was a very beautiful and unique ski slope on the base, a tow lift track adapted for skiing and, by the way, the only one in the Burabay village, a baby lift. The area of the boarding house is more than 1,500 sq.m., cottages — about 400 sq.m., spacious land area — 0.22 ha. The places here are very picturesque: the hotel is surrounded by trees and lush greenery, there is a pine forest, clean healing air, and within walking distance is the clear Shchuchye Lake.
Today, the modern hotel complex with developed infrastructure represents a four-story building with a conference hall, standard and luxury rooms, and family rooms with spacious terraces. There are also luxurious villas in a modern style made of natural materials for group recreation. We have purchased 50 sets of skis for rent to the guests of the complex. We also have an excellent bathhouse of about 80 sq.m., which was built on the site of the garage. Prices for rooms and services are calculated taking into account the average income of the population, very democratic. Our pricing strategy is designed so that the holiday is accessible to everyone.
— Who helped you with the realization of the idea?
— After we acquired the object, we decided to reconstruct the hotel. In May 2018, we developed the design estimates, in June obtained permission for reconstruction, and began dismantling the main building. By August 2019, the main works were completed, only internal finishes remained. We encountered financial difficulties completing the work and decided to take out a loan. This is when we learned that, as entrepreneurs developing the tourism industry in the country, we could take advantage of support and preferential financing from the "Damu" Fund.
We began searching for a partner bank. Many banks refused us. This continued until we approached the Nurbank branch in Kokshetau, where we were helped. I immediately appreciated the calm, competent professional service of our manager, who accompanied us everywhere, explained, and helped correct mistakes. The bank turned 30 years old, its employees have experience in communicating with various clients and find a special approach to them.
Thus, we received funding under the 'Priority Projects Lending Mechanism' program. These funds were directed to the interior finishing of the hotel, the purchase of furniture and equipment. We developed a design project and implemented it step by step. We purchased only the highest quality materials and aimed for everything to be done at a high level. We lacked experience, had to try, redo many times, endured a lot of stress. Due to the rise in construction material prices, we had to go back to Nurbank for additional funding. Then our company was provided with a credit line for acquiring fixed assets and landscaping the territory. We were able to carry out room repairs, purchase and install quality sanitary ware, equip kitchens, etc. The most important thing is that we ultimately achieved an excellent result. We really have a very comfortable and stylish hotel complex, built from environmentally friendly materials and blending perfectly into the unique natural landscape.
— How do you continue to develop your business?
— When the hotel opened, I was offered to become its director. Now we are already recouping costs, repaying the loan. Thus, our hotel has become a favorite place for tourists, guests come to us even from abroad. And I am confident that our best times are yet to come. The hotel is only gaining popularity. Our service list is quite extensive, you can come to us with your family and never get bored. I myself had never skied, but now I have become very fond of this sport.
At work, we address all shortcomings together, always open to dialogue with guests. Our highlight is our service — warm, familial, friendly. We motivate employees to do everything so that guests return to us. We are still considered an economy-segment hotel, but we already have high ratings on the top hotel booking site Booking.com. The quality of service we offer is high, we respond flexibly and quickly to guest requests/comments.
The past season was a trial, test one for our complex. I hope that next winter the tourist flow will double at least — the resort's name is already known among skiers and interest in it has grown.
— What are your plans?
— We will develop the concept of an eco-hotel, improve and expand the service. In the future, we plan to build another complex, it will feature a swimming pool, SPA center, and therapeutic health massage center. And of course, we will turn to Nurbank again.
In developing the complex, we focus on expanding the range of services so that tourists can ski, visit attractions, and undergo wellness procedures. The project is interesting because it will provide leisure for tourists also outside the ski season by creating conditions for loading the entire complex in summer and mid-season. In autumn or spring, when the weather is not very favorable and it rains, the whole family can come to the complex and have a great time.
What tasks and problems does your enterprise solve regionally?
Akmola region is among the top three regions with the highest demand for hotels, accommodation, and other places of stay. Domestic tourism is flourishing and has very high potential.
The pandemic acted as a catalyst for improvements in the country's tourism industry, as during that period people traveled abroad less and explored Kazakhstan more. After the pandemic, people returned to the habit of traveling, but many tourists who used to go abroad have started vacationing more in Kazakhstan. Many beautiful places for leisure have appeared. Our boarding house also makes its modest contribution to the development of domestic tourism.
The development of ski tourism overall is also important for our region, as it will help solve the task of popularizing winter sports comprehensively.
So far, tourists from our region mainly come to us, but we do not aim to bring tourists massively in the near future. Initially, we aim to attract guests so that they receive high-quality leisure experiences at home. And we have room to grow. If overall excellent conditions for tourists are created and they are gladly used by domestic tourists, they are more likely to be appreciated by foreign guests as well.
Source: 716.kz