May 3LANGUAGE AND TOURISM: PROJECTS AND INITIATIVES UNDER THE LANGUAGE POLICY DEVELOPMENT CONCEPT IN THE KARAGANDA REGION
In the Karaganda Region, in accordance with the Concept for the Development of Language Policy of the Republic of Kazakhstan for 2023–2029, systematic efforts are being made to expand the use of the state language, improve the quality of visual information, increase the share of the Kazakh language in the service sector, promote trilingualism, and develop a digital language environment. One of the key institutions directly responsible for implementing language policy in the region is the Department for Language Development of the Karaganda Region. The Concept specifically singles out the Karaganda Region, as it is among the regions that have retained a standalone language development department. This demonstrates that the state language policy in the region is being carried out on an institutionally stable foundation.
In the Karaganda Region, priority is given first and foremost to increasing the share of the state language in public spaces. Particular attention is paid to the quality of information in the Kazakh language in the spheres of tourism, services, trade, transport, and public areas. Regular monitoring is conducted to ensure that Kazakh-language visual information at tourist sites, recreation zones, hotels, museums, national parks, and cultural venues complies with legal requirements. In this area, compliance with orthographic standards is monitored for signboards, banners, road signs, tourist navigation elements, advertising texts, and public information materials. When errors are identified, entrepreneurs and institutions receive methodological support and recommendations for correcting texts.
The Concept presents the Karaganda Region as one of the most active regions in the field of visual information. Extensive outreach work is conducted in the region through social media and mass media. Various campaigns, seminars, and informational meetings are held to improve the quality of Kazakh-language advertising, ensure accurate translation of texts, and raise the prestige of the state language. In addition, dedicated consultations for entrepreneurs are organised, and call-centre services are used to assist with the preparation of advertising texts.
In the Karaganda Region, special attention is given to the development of the state language in the tourism sector. Given the region's high tourism potential, work is under way to increase the volume of informational materials in the Kazakh language at Karkaraly National Nature Park, Lake Balkhash, Bektau-Ata, the Kent Mountains, the Ulytau route, and other tourist destinations. Tourist booklets, navigation signs, informational banners, and guide materials are being developed in the Kazakh language and are gradually being converted to a multilingual format. The practice of providing information simultaneously in Kazakh, Russian, and English is expanding, particularly with the aim of developing international tourism.
Extensive work is also being carried out in the region in the field of language teaching. Language courses in the state language are regularly organised in the Karaganda Region, and citizens are offered the opportunity to study Kazakh, Russian, and English free of charge. The Concept cites the Karaganda Region's experience in language teaching as an example. In particular, the educational and methodological complex 'Saryarka-2', developed at the request of the regional language development department, is named as one of the most effective teaching aids in the republic. This complex has been actively used in teaching the Kazakh language for several years and reflects the high quality of language teaching practice in the region.
Modern digital platforms are used in adult language courses in the Karaganda Region. Interactive applications such as Quizizz, Quizlet, Kahoot, and Padlet are employed in teaching the Kazakh language, adapting the language-learning process to a digital format. This is particularly effective in increasing the interest of young people and service sector employees in language learning. Furthermore, conditions are being created to enable civil servants, as well as specialists in culture, education, and tourism, to acquire professional proficiency in the Kazakh language.
The trilingualism policy is also being implemented in the region in a phased manner. Training specialists proficient in English in the fields of tourism and international communication is considered one of the key priorities. To this end, English language courses are organised, and dedicated programmes are offered to young people and service sector specialists. Expanding the volume of English-language information at tourist facilities is also part of this policy.
In the Karaganda Region, efforts are also being made to increase the share of the state language in the digital space. The websites of government institutions are being supplemented with high-quality content in the Kazakh language, and the Kazakh-language versions of official online resources are being improved. In addition, the volume of tourist and cultural content in the Kazakh language is growing on the region's social media platforms. This contributes to the development of domestic tourism and the formation of the region's image.
Alongside this, explanatory and informational work is being carried out in the region in preparation for the transition to the Latin script. The adaptation of navigation, signboards, and informational materials along tourist routes to the Latin script in the future is also being considered. This will make it easier for international tourists to access and comprehend information.
In general, in the Karaganda Region, language policy is viewed not only as a cultural or administrative direction, but as a tool for enhancing the region's tourist appeal, improving service quality, and strengthening the role of the state language in public life. In the course of implementing the objectives set out in the Concept, the scope of use of the Kazakh language in public relations, tourism, visual information, and the digital environment is gradually expanding across the region.
Under the Concept for the Development of Language Policy for 2023–2029, Visit Karaganda implemented the following projects using modern technologies:
1. Digital Technologies and Artificial Intelligence (AI)
In line with the Concept's objective of expanding the use of the state language in the digital space:
● WhatsApp AI Bot: We launched an artificial intelligence-based chatbot capable of responding in any language, including Kazakh. This enables tourists to receive high-quality information in the state language around the clock, without obstacles.
● Infokiosk: Infokiosks in the city and the region operate in 3 languages. A key feature — all text-based information is equipped with a voice narration function. This enhances the accessibility of information and removes language barriers.
● The VisitKaraganda.kz portal and social media are managed on the principle of prioritising the state language. Information about sacred sites and routes is first prepared in the Kazakh language, and active collaboration is maintained with Kazakh-language bloggers.
2. Print Materials and Information Literacy
With the aim of improving the quality of visual information and tourist materials:
● Multilingual content: All our key publications — the 'Karaganda Region Travel Guide', the 'Tourist Memo', and various informational booklets — are prepared in 3 languages.
● The Kazakh-language versions are written in accordance with modern terminology, in language that is clear and accessible to tourists. This helps to demonstrate the region's high standards of hospitality culture.
