From Family Business to Sustainable Business: How UNDP Support Transforms Tourism in Arstanbap

August 20, 2025

A cozy room with pottery, a woman in a striped dress, and a decorated living space. — Lenara Ziganshina

UNDP in the Kyrgyz Republic

At the foot of the Arstanbap Mountains, among centuries-old walnut groves, is the guest house of Lenara Ziganshina - a cozy corner where family warmth, cultural heritage, and modern standards of tourist service are intertwined.

Lenara opened her guest house in 2000, when the tourist infrastructure in Arstanbap was just emerging. Together with her family, she started her business with six rooms, gradually improving conditions for guests and expanding the range of services offered.

“My husband made furniture with his own hands, putting a piece of his soul into every detail,” says Lenara.

With the growing interest in ecological and cultural tourism, Lenara faced new challenges, such as pronounced seasonality, a lack of modern equipment, and limited opportunities for advanced training in the field of tourism management. The solution came through participation in the UNDP Aid for Trade project, implemented jointly with the FSDS Public Foundation and financed by the Government of Finland.

As part of the training sessions, Lenara mastered the tools for optimizing business processes and creating new tourism products. After completing these sessions, she applied for a grant and received support for purchasing a modern dishwasher, washing machine and dryer, which significantly increased the efficiency of work and the quality of service.

Today, the guest house has grown to 10 cozy rooms, ready to accommodate up to 20 guests at a time. During the high season, Lenara provides jobs for three women, provides quality service, and creates employment opportunities for rural residents, especially for women.

Thanks to her participation in the project, Lenara introduced elements of cultural tourism into her business, including Tatar cuisine and culinary master classes, which are in demand among guests.

"Our boorsoks are a real hit. After participating in the project, I realized that food cannot just be a treat, but a whole story, and its preparation can become another element of the tourism product. This season, I plan to include in my service for guests the preparation of Tatar breakfast and dinner with a master class,” says Lenara.

A woman sits on a patterned couch, wearing a striped dress, with a tree silhouette art behind her.

A diverse group of ten people stands outside a gray building with a red roof, smiling.

Wooden kitchen utensils and bowls displayed on a shelf by a window with sheer curtains.

Cozy room with two beds, a desk, floral décor, and a landscape painting on the wall.

A cozy corner with a table adorned with stuffed toys and books, featuring a rocking horse.

Lenara’s story is just one example of how the UNDP project on the development and strengthening of adventure tourism value chains helps entrepreneurs and local communities start and develop their entrepreneurial activities. Of the 76 applications submitted, 44 participants in the value chains received grant support, including 12 tour operators, 29 service providers, and 3 tourism associations.

Such initiatives and approaches directly contribute to achieving the goals of the National Development Programme of the Kyrgyz Republic until 2030: strengthening the contribution of tourism to the economy, increasing international competitiveness, and creating a safe, high-quality tourism environment.

Reference: UNDP is implementing the fifth phase of the regional project “Aid for Trade in Central Asia”, funded by the Government of Finland. The project aims to ensure inclusive and sustainable growth by promoting “green” value chains and increasing the competitiveness of the economies of the three countries. The project promotes the development of more resilient, secure, and gender-sensitive economic structures through economic diversification and adaptation to new market trends.