Locations“Sunrise” in Osh: How a Dream Became a Driver of Regional Development
February 5, 2025
“Thanks to UNDP support, we reached a new level - we started creating unique tours that reveal the soul of our region.” The story of Zumrat Ibraimzhanova and her hotel.
In the heart of Osh, where traditions intertwine with the dynamics of modernity, the “Sunrise” hotel stands as a symbol of entrepreneurial courage and perseverance of its founder. Zumrat Ibraimzhanova, a graduate of a Russian agricultural academy, returned to her homeland in 1994 but couldn’t find work in her specialty. In 2006, inspired by a family friend’s idea, she decided to fill a vacant niche in the hospitality business, starting with a small guest house. Today, her hotel is a benchmark of hospitality and innovation in Kyrgyzstan.
From Four Rooms to Industry Leadership
The first step was an unfinished house with four rooms. Even then, Zumrat focused on client needs: implementing catering, conference services, and event hosting. Gradually, “Sunrise” grew to 53 rooms, a restaurant, a conference hall, and its own tourism infrastructure with guides and transfers. Each development stage was accompanied by innovations:
First buffet breakfast system in the region;
Modern water purification systems (implemented with UNDP support);
Participation in international exhibitions (Tashkent, Berlin, Italy, Moscow).
Green Technologies and Signature Tours: Partnership with UNDP
In 2023, cooperation with UNDP within the “Aid for Trade” project became a turning point. Implementing “green” technologies, including treatment systems for the hotel and the “Tulpar” camp in Chon-Alai, was complemented by professional training. Treatment facilities help preserve the region's natural resources, meet environmental standards, and attract environmentally conscious tourists. This is an investment not only in environmental protection but also in the sustainable development of local tourism businesses.
The project also helped create unique signature tours that introduce guests to local artisans, traditions, and natural attractions. These routes include visiting picturesque locations, getting acquainted with national cuisine, and immersing in the region's cultural heritage.
“Previously, we offered standard excursions, but UNDP helped us rethink the approach. Now we create signature routes that reflect the region’s uniqueness. This is not just a service — it’s a dialogue of cultures,” Zumrat emphasizes.
Mentorship as a Mission
Zumrat became a mentor for women entrepreneurs in the UNDP program, passing on experience to those just starting their journey. She consults on sustainable development of tourism facilities, helping entrepreneurs build effective hospitality systems, develop promotion strategies, and find their unique market niche. Among her mentees are Zuura, founder of the “Tulpar” yurt camp, and Gulbarchyn, founder of the “Barchyn” yurt camp in Alai - read Gulbarchyn’s story.
Zumrat pays special attention to supporting local craftswomen. She helps women enter international markets by placing their products on popular marketplaces. Thanks to her efforts, traditional Kyrgyz shyrdaks and felt products find their admirers abroad.
Family, Team, Contribution to Green Economy and Sustainable Development
Family is the foundation of Zumrat’s business: her husband supports all her initiatives, her son successfully manages the hotel, and her daughters, while studying in Europe, actively participate in developing the family business.
The activities of the “Sunrise” hotel and related projects create significant socio-economic effects in the region. Besides 15 permanent and 25 seasonal jobs in the hotel itself, Zumrat’s initiatives provide employment for more than 35 people in related fields: guides, drivers, craftswomen, and workers of partner tourism facilities. Through the development of ecological tourism and green technology implementation, the hotel annually reduces water consumption by 40% and decreases its carbon footprint by 30%. Treatment facilities provided through the UNDP "Trade Facilitation" project process up to 15,000 liters of water daily, significantly reducing the load on the local ecosystem.
Looking to the Future
At 57, Zumrat continues to expand horizons: strengthening partnerships, implementing digital solutions, promoting Kyrgyzstan at international exhibitions. Her story is not just about entrepreneurial success, but about social responsibility. Through tourism and job creation, she contributes to the region's economy and culture, strengthening its position on the world stage.
“Sunrise” is more than just a hotel. It’s a story about how belief in a dream changes lives and opens new paths for an entire region.
Related
content
content
