While other Singaporean girls of her age chose to stay home to pursue conventional careers after university – she herself studied law after all – 26-year Queenie Lee opted for a different path, and found herself running a travel business in Kazakhstan.
It all started in England where she was studying for her law degree and her university mate Adilet Koichumanov, a native Kazakh, invited her to visit his country.
Queenie Lee and business partner Adilet Koichumanov
She took up the offer in 2014, went there for a holiday and fell in love with the country. Struck by its magnificent landscape and local culture rooted in nomadic traditions, she realised what great tourism potential it had and how it needed someone to expose it.
Kazakhstan, however, was not paying much attention to tourism as its large oil and natural gas reserves, the mainstay of its economy, make it the richest country in Central Asia. Even today, tourist arrivals to the country are at a modest 600,000.
There were a few travel agencies to cater to visitors who were there mainly on business, and they only provided basic services with no value added.
Recognising an opportunity, Lee teamed up with Koichumanov to start a tour consultancy business to develop inbound tourism to Kazakhstan, introduce the country to her fellow Singaporeans as well as promote it on an international level.
She saw Kazakhstan as a destination that went beyond “endless featureless steppes”. She saw Swiss Alps-like mountains, canyons, sand dunes and pristine nature, in short, an exotic location that has everything to offer budget or high-end travellers, from skiing to golf to hiking and glamping in a luxurious yurt.
Overcoming early obstacles as a young startup
Aveener DMC based in Almaty, Kazakhstan’s largest city, was established in 2015 with Lee as director and Koichumanov as CEO. The country’s “first luxury DMC” provides high end customised tours and travel related services, as well as services for business and MICE travellers.
Her law degree has not gone to waste – Aveener also helps individuals and companies set up businesses related to the oil and gas industry, in addition to conducting investment tours.
Starting up in Kazakhstan has not been easy. There were several obstacles to overcome, among them Kazakhstan’s image in the world, maintaining a high standard of service and visa issues.
But hard work in positioning the country and marketing via social media platforms such as Facebook and Instagram helped overcome some of the obstacles. Visa-free entry has been granted to a number of countries in Europe and Asia due to the country’s exposure in hosting the three-month Expo 2017 in its capital Astana.
Aveneer, Kazakhstan’s “first luxury DMC”
Three years on, Lee is seeing some success. Her clients are from Singapore, Malaysia and other South-east Asian countries, as well as the US (large student market) and Europe. The company now boasts a team of 15 staff.
In recalling her early days in Kazakhstan, she said it was very tough for the first six months. “I went on a one-way ticket, had no savings and couldn’t really go out of the apartment as I could not speak the language. It was very difficult but I bit the bullet and stayed on.”
She learned Russian and with a supportive family, she made it through. She is also grateful for the great support from the tourism board of Almaty.
So why did she do it? Did she fall in love with not only the country but also the man, I asked?
“No” she answered with a laugh,” with Koichumanov chipping in that he is just a business partner and together they are a “good team”.
Said Lee, “As a lawyer I could have a comfortable life in Singapore but I cannot live in a bubble like many others in my age group. My path was never in tourism, but my visit to Kazakhstan changed the direction in my life.”
Next stage of the adventure and lessons from WiT
Three years on, Lee feels she’s now ready for the next stage. She’s returning to Singapore where she will begin marketing the destination from home base while her partner and team run the Almaty office.
She also plans to set up an eco-resort in the country. “I am passionate about sustainability and so is Kazakhstan. I’m planning to set up an eco-resort using renewable energy and educate clients on the importance of preserving the environment through our activities. I hope to have it up in about five years. And I want to promote the country as the next exotic destination in Asia.”
Astana, capital of Kazakhstan – Asia’s next exotic destination? (Image creditt: danielbo/iStock-GettyImages)
Queenie, who attended WiT Bootcamp and WiT Singapore 2018 for the first time, said the event was a “mind-blowing” experience.
“I was inspired by speakers such as Agoda’s Robert Rosenstein and leaders from the big tech and travel companies, and the startups at the Bootcamp. What I learned during the three days will help me in planning and operating my business on the next stage of my journey.”
Lee remembered a Chinese proverb she heard used at the conference: “A single conversation with a wise man is worth a month’s study of books.”
While there are other Singapore companies operating in Kazakhstan including education consultancy Educare, urban planning company RSP Architects Planners and Engineers and coffee and tea manufacturing company Food Empire, there is nothing in travel – of that, Lee can claim to be a pioneer.
Asked if she has any regrets of taking such an unconventional path after university, she said, “None at all. The experience has changed me mentally, I have matured as a person and I have grown exponentially. Now happiness for me is getting a new client!”
• Featured image (mountain landscape near Almaty) credit: Aureliy/iStock-Getty Images
