As the co-founder of INDY GUIDE and a Kazakhstan Tourism Ambassador, raised in Switzerland, Ati Tosun discusses how tourism can fuel regional growth and visibility. He shares the vision behind the platform and discusses the travel trends that are shaping the future of Central Asia’s dynamic tourism sector.
Ati Tosun, co-founder of INDY GUIDE, linkedIn
About me
I am the co-founder of INDY GUIDE, the largest travel marketplace for Central Asia, Mongolia, and the Caucasus. Born into a Kazakh Altai family, raised in Switzerland, I combine deep cultural roots with strong entrepreneurial experience.
In 2015, a journey to my ancestral homeland inspired me to build a platform that connects independent travellers with local guides and families across Central Asia. Today, as a Kazakhstan Tourism Ambassador and recipient of the PATA Gold Award, I am dedicated to sharing the region’s stories, culture, and people with the world.
My family’s roots go back to the Altai region of Kazakhstan. My parents and ancestors emigrated from Kazakhstan to Turkey in the 1950s, where I was born. Later, when I was still a child, my family moved to Switzerland.
Growing up between different cultures shaped me deeply. At home, I heard stories about the nomadic spirit, Kazakh traditions, and the landscapes my ancestors came from. Outside, I built my life in Switzerland, studying, starting my career in finance, and eventually building my companies.
Even though I didn’t grow up in Kazakhstan, the culture was always present in our home. I heard the Kazakh language only from my parents and relatives. So when I visited Kazakhstan for the first time as an adult in 2015, just hearing Kazakh spoken on the streets felt incredibly emotional. It was like reconnecting with a world I had only known through stories.
Standing in the landscapes of East Kazakhstan, I felt a strong sense of belonging, almost as if I had returned home for the first time. That trip changed everything for me.
About my work
The inspiration came from that first journey. My partner, Alexandra, and I wanted to explore places like Katon-Karagay, but without speaking Russian, we struggled for days to find any English-speaking guides or reliable information. Yet everywhere we went, people were incredibly hospitable.
One moment that stayed with me was meeting Kazakh nomads in Western Mongolia. They treated us like family, and to my surprise, I even discovered distant relatives there. They welcomed us with warmth, shared meals with us, and told us, “Bring more guests. People should see how we live.” We realized there were many families like them, ready to host, guide, and share their culture, but they had no online visibility.
INDY GUIDE was born from a simple yet powerful idea: connecting independent travelers with the people who embody the true spirit of the region.
We focus on three things: trust, professionalism, and heart.
New hosts usually find us through our strong online presence in the region, and every one of them goes through a verification process. We support them through training sessions, webinars, best-practice materials, and continuous coaching, especially in communication and service quality.
But the most beautiful part is watching their growth. One of our earliest drivers in Almaty started with a single car. Today, he runs a full tour company with several employees. Stories like his are the reason we continue to build.
Supporting local families is not a side effect of INDY GUIDE, it is the purpose.
About Central Asia
Even though I grew up in Switzerland, my parents raised me with Kazakh hospitality, traditions, and stories. I grew up hearing Kazakh words at home, eating Kazakh food, and listening to tales about the Altai.
Because of that, I see travel in Central Asia not just as tourism. For me, it’s about human connection: sharing tea in someone’s yurt, listening to stories, and learning traditions.
This is the soul of the region. And that is what INDY GUIDE aims to preserve and promote: travel that is authentic, personal, and rooted in the culture of the people.
Many people still know very little about Central Asia. Some even imagine it might be unsafe or inaccessible because of its location on the map. But the reality is the opposite. Central Asia is one of the safest, warmest, and most culturally rich regions in the world. What the world misunderstands is not the geography, it’s the humanity. The hospitality. The diversity. The openness.
Through verified hosts, thousands of guest reviews, and authentic storytelling, INDY GUIDE shows the region as it really is: modern, welcoming, and ready to be discovered. We want travellers to see Central Asia not as a mystery, but as a meaningful journey.
Advice
Start small, but start. Be patient. Build with people, not just for people. And stay close to your purpose, it will carry you when nothing else does.
Being appointed a Kazakhstan Tourism Ambassador and receiving the PATA Gold Award were powerful confirmations that our mission matters. They are reminders that this journey is bigger than us.
Plans
We are launching the next version of INDY GUIDE with AI-powered tools for travellers, better mobile features, and a dedicated mobile app. We’re also strengthening our community programs to support even more local families across the region and expanding into new destinations.
Next year marks INDY GUIDE’s 10th anniversary. Personally, I want to spend more time on the ground in Central Asia, meeting our hosts, hearing their stories, and celebrating how far we’ve come together.
The future is not just about scaling a platform. It’s about honouring where I come from, staying close to the people we serve, and continuing to build a bridge between Central Asia and the world.