Central Asia Online Travel Shifts Toward Fintech Super Apps
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On September 30, 2026, Web in Travel reported that Kaspi.kz's Kaspi Travel reached 53.8 billion tenge in 2025 gross merchandise value for travel, becoming the dominant channel for online travel in Kazakhstan, with only 17 companies listed in Kazakhstan's online travel sector. The report also noted that Central Asian travel is shifting toward fintech super apps: Uzbekistan's Click and Payme have launched embedded travel services; Kyrgyzstan's MBANK renamed Bookit.kg to MTravel and launched the country's first AI travel search assistant. It should be noted that the current headline of the event states Kaspi Travel's 2025 GMV was 538 billion tenge, while this report states it was 53.8 billion tenge, and the two figures are inconsistent.
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- Web in TravelKazakhstan super app Kaspi Travel captures 538 billion tenge tourism market
Kaspi.kz's Kaspi Travel reached 53.8 billion tenge in gross merchandise value for travel in 2025, becoming the dominant channel for online travel in Kazakhstan. Tourism in Central Asia is shifting toward fintech super apps, with Uzbekistan's Click and Payme having launched embedded travel services, and Kyrgyzstan's MBANK rebranding Bookit.kg as MTravel and launching the country's first AI travel search assistant. Only 17 companies are listed in Kazakhstan's online travel sector.
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Not enough continuous observation data yet, so no trend is drawn for now.