>>this week on world business... >>a special show from the asian winter games in kazakhstan... an event not only impressive for spectators, but also a golden opportunity for the country to grab the world's attention. >>if major gangs come to a developing country, the halo effect of you know a great brand like the asian winter games actually has passes off that positive impact to the nation. >>along with the winter olympics in sochi and the fifa world cup in qatar and russia.... these gamesare part of a trend towards emerging markets hosting global sporting events. >>more and more interesting developing countriesave t that kind of money now but i think also the tv audiences are up for a bit of variety. i think they're interested in seeing new places, new landscapes, new cultures. >>and why embracing sport is good for the health of the population and the economy.

>>hello and welcome. i'm eckart sager and this is world business, your weekly insight into the global business trends shaping our lives. this week we are coming to you from kazakhstan... where the asian winter games are being held. an event that is not only a great source of pride for the kazakhs, but also a great chance for this young nation to showcase itself to the world.

>>reporter: more than 800 athletes from 27 asian countries competing for 65 titles -- with the world watching - as kazakhstan hosted its biggest ever sporting event. >>rogge: my trip started in astana. i have seen a lot of very good infrastructure there. the organisation is first class. the opening ceremony was really outstanding. >>reporter: hosted in two different cities - astana and almaty, it's

a first for the asian winter games. also impressive, the price tag: more than one point six billion dollars invested in new stadia- extended ski runs and revamped venues...it's now part of a much bigger movement: developing nations such as south africa, brazil and russia -- are increasingly our new global sporting hosts. >>rogge: definitely there is a trend with emerging markets and particularly asia organising major sporting events. .... there is definitely the economic strength of these emerging markets that we see we saw itin brazil when we awarded the games. >>anholt: more and more interesting developing countries have got that kind of money now but i think also the tv audiences are up for a bit of variety. i think they're interested in seeing new places, new landscapes, new cultures. >>lovett: if major gangs come to a developing country, the halo effect of you know a great brand like the asian

winter games actually has passes off that positive impact to the nation. >>reporter: kazakhstan's certainly on a high, scoring the most medals -- but the real prize: another chance to showcase this central asian nation on the world stage. >>massimov: with all these events, asian games, wef summit , ebrd summit in may, sco, shanghai cooperation organisation summit in june, all together and former last year summit of osce all together is a new and good opportunity to put kazakhstan on the global map. >>gusenbauer: these are all events that of course put kazakhstan into the spotlight not only in the energy field where it is already but also accessible for a broader public.

>>reporter: hosting the 7th asian winter games, like other events, is part of kazakhstan's efforts to diversify its economy. the aim is to use the nation's new-found wealth from natural resources to boost other sectors. >>kwasniewski: this is a problem, how to imagine, and how to propose, and how to implement this new concept of economy after gas, after oil after uranium, not yet but next 50 years. >>kelimbetov: i think the role of the kazakhstan economy is to be a services economy to the giants of russia and china. like canadians do it to united states or austria to germany. we understand our role and our niches in those market. >>reporter: it's this understanding that has kazakhstan now gearing up for its next bid: the winter olympics. >>rogge: i think that kazakhstan has very good assets to organise eventually the games in 2022. you have a very good infrastructure, you have

the geography. you have snow and ice, you are very experienced people, you have great champions, so all the conditions are met. >>reporter: of course it is not easy to win the bid to host the olympics, there's likely to be competition from other emerging economies as they realise it's more than just a game of sport. >>kazakhstan's hosting of the games is part of a wider trend, with many prestigious sports events now moving to emerging markets. i sat down with the president of the olympic council of asia, sheikh ahmad al-fahad al- sabah, and asked him what that means for kazakhstan. >>al-fahad al sabah: all those underdevelopment country having their own

strategy and plan for future of their country all of them want to be bigger, develop and more role in the international society and also better relation and pr with other nation and continent for that if you go in qatar as example doha game and nowfor the world cup and they are now bidding for the olympic game. how we can make the sport, part ofthe program and strategy to reach for whatever they are looking for and their country, for the benefit for their economy and pr. >>sager: your excellency you mentioned earlier that these asian winter games have been elevated to new levels, explain? >>al-fahad al sabah: after 1992 barcelona game and the professionalism start in these sports also we have to change our mechanism to reach this level... for that. since that time two decades now, we are working very hard to bring our level to every high standard to reach the standard

of the international organisation event and i think you can compete between beijing olympic game and the guangzhou asian game to be fairi cannot see who is better than the other, facilities opening ceremony all those details. now, i think after we have some unique game in our continent like beijing and oman and you can find the different culture and how oman have different opening ceremony than their culture, this is mean we are having a better education about sport and movement and the benefit of these kind of events. now in kazakhstan and new region, it is in the central asia a new country, 20 years old only coming after the soviet union and they start to build themselves and you have the opening ceremony i cannot found a lot of different between vancouver and astana opening ceremony. we are also on the same level of theinternational movement.

what i mean the game in this continent start to be in the same level of the game and this is what you can see what we know by the mechanism, the procedures, the solidarity the support the way we are dealing during our system. this is i think our target, this was the dream of the founder of sport in our continent and we are a part of five rings and this is very important we are not doing this because we are unique we think we are doing this because we are united with other rings and everybody should work together to raise the sport level and we are achieving a lot of our goals and targets. >>sager: now this is the first time the asian winter games are being hosted in two different cities, astana the capital of kazakhstan and almaty the financial capital. how much of a challenge was that? >>al-fahad al sabah: for us this is a new experience. not only for the oca or the council for asia. but also for international federation. you will find any multi sport

game. you cannot host it in two cities. and the idea you have to have a very close link together is one of the sport and the ideals. but it was a new experience for me, i think it was very successful. all the indoor sports was in astana all the mountain events is in almaty. i am trying to help this country, to help two society, two generation in one game. for them it's more difficult because they have to work double. double preparation, double planning, double work. but for us we have our game. our goal, we are achieving them through this game. but also we are dividing all those facility, which will help to develop sport. and will help to educate a new generation. how good is sport. ... for that i think this will be very nice for thekazakh people to divide

their facility. and to invest it in the right way for their society. and for the generation and for the sports movement. >>eckart sager: now what are the odds of kazakhstan being awarded the 2022 or 2026 winter olympics? >>al-fahad al sabah: if korea get to 2018, it will be 50/50. if korea don't get 2018, it will be 100% >>still to come on world business... >>how the games may be inspiring the next generation of athletes. >>and translating natural riches into tourist revenues...kazakhstan could soon become a hot spot forholiday makers. >>it will have to focus on a series of special interest and niche markets which take time to develop. fortunately for kazakhstan it has a nascent winter sports

and adventure sector. >>putting the country on the map... and the rest in just a moment on world business... >>the president and prime minister of kazakhstan are themselves keen sportsmen and both are now encouraging people to take up more sports. an active population is not only healthy economically, but it is also much more likely to produce world class athletes.

>>reporter: kazakhstan's economic health has soared in the last 10 years...but that improvement hasn't been matched by the health of its citizens...whose life expectancy today stands at 68 years... that's a relatively poor ranking of about 150th in the world...a ranking which is largely self inflicted... >>kassymova: the main reason for the high morbidity is an unhealthy lifestyle. people don't have an active lifestyle and they fail to keep up with simple nutrition skills. >>reporter: on the streets of astana, less than ideal health habits aren't hard to spot...27% of kazakhstani's smoke, for example...which is why hosting the asian winter games is in some ways....a matter of life and death... >>kassymova: the main goal of this event is the promotion of an active

lifestyle and also the promotion of mass sporting activity. as a result we will have a healthier population, plus a lower mortality and morbidity rate. >>reporter: for those who are already keen to get fit, sporting facilities are available and accessible...at places like this recreation centre...where a dip in the pool will set you back 2 euros... >>gordienko: this is the best pool in astana because it is the warmest and cleanest and it's affordable because our prices are cheap. >>zhumabayeva: this swimming pool is the proof of a social care of the state. the prices are very low. >>reporter: some of course...hardly need anything in the way of facilities to get active...and even when the temperature's 20 degrees below zero celcius... you can find a wide variety of sporting activities goingon...ranging from the boisterous, to the serene....

>>reporter: meanwhile...a little further down the river... >>reporter: the problem is that motivated folks like these are in a sizeable minority...because only about 23% of the population takes part in regular physical activity... >>reporter: while it's hoped the winter games will encourage people to take up sport...kazakhstan is also spending around $3b on a wide ranging, 5 year programme designed to improve a health service 80% controlled by the government...with a strong emphasis on illness prevention ...a key goal is to reduce treatment within hospitals....which currently sucks up about 90% of the healthcare budget >>kairbekova: inpatient facilities devour the most funds. so our task is to refocus on primary health.

>>reporter: currently kazakhstan spends around 4% of its gdp on healthcare. that's up from 2.5% in 2005, but less than an eu average closer to 7%. despite that still low figure, patients can receive satisfactory treatment, especially if they live in the right area... >>morina: for me it's easy to get access to the medical care because i live in this area and belong to this hospital. so i go to my gp..she gives me the reference and i can attend any doctor i need. >>myrzagaliyev: i think the quality delivered is at a high level. so i can always ask for medical care because thanks to my address i belong to this hospital. >>reporter: however, it's estimated the world's 9th largest nation is currentlyhort of 2000 doctors and it'sifficult to pvide quality care outside of the cities...where 40% of the population live.

>>kairbekova: kazakhstan is a vast territory so the first problem is distant locations. so one of the first problems we need to solve is the easy access. >>reporter: the healthy kazakhstan programme has various fixed targets in place, such as a goal to reduce smoking 15% by 2015...by then its also hoped gps will be handling 30% of patient treatment...., and that the general health of the nation itself will have improved... >>kairbekova: there are some indicators that year by year are improving so by the first of january 2016 we predictthat life expectancy here will be 70 years. >>reporter: of course there are many different ways to improve your chances of reaching that 70 year mark...taking a sauna while wearing a silly hat and then jumping into a frozen river may well be one of them....

>>jong: it's definitely fresh! >>reporter: the juries still out on that one....but whatever they get up to...the government hopes to see a 25% increase in people doing regular exercise by 2015...the effect on citizens health of hosting a majorsporting event is difficult to measure ...although china is adamant hosting the olympics resulted in increased physical activity and a drop in cigarette smoking by a third among its population...so here...they're optimistic... >>prilepko: i think that young people will be attracted to this because they will go in for figure skating and maybe other winter sports. >>makhambetov: after the asian winter games the interest will definitely increase because you can see a lot of our citizens are watching these games. >>reporter: and if that proves to be

true...the most important sports result here...will simply be a healthier kazakhstan... >>zhumabayeva: there are lots of opportunities. as for those who don't want to do it? well...let them lay on the sofa... >>knyazev: the more people go swimming the less we will go to doctors. so we are for the healthy lifestyle. go kazakhstan! >>the scope for tourism in kazakhstan is vast, but relatively untapped. the country is home to stunning mountains with great potential for skiing in winter and hiking in summer. by making the most of these natural assets, the country could tap into huge new revenue streams. >>reporter: kazakhstan: a geographical heavyweight - in fact -- the world's ninth largest country. but when it comes to tourism - it's punching

well below its weight. >>fletcher: certainly from a tourism perspective so the country is not well known and that is part of the problem it's also not a mass tourism destination. >>peters: it's in a relatively remote part of the world. there's always a market for tourist to places that not many other people go to. >>reporter: this central asian nation may get over 4 million visitors a year, but they're mainly here for business. >>that's why kazakhstan's now trying to boost its presence as a holiday destination on the new silk road -- through cultural and sporting events. >>easen: the asian winter games is widely seen here as part of kazakhstan's renewed efforts to evolve from a commodity export based economy to a multi-dimensional

one that involves other industries such as tourism, but this is not without its challenges. >>bogoutdinova: unfortunately the foreigners doesn't know anything about kazakhstan they think that we are riding the camels and etc..that they are quite wild or something like this. but i am sure that because of this asian games because of lots of other events kazakhstan will be available will be more recognisablefor foreigners. >>shaikenova: some western tourists don't think we are a safe country and we still don't really understand what itis about kazakhstan that is really interesting for foreigners. we are very far from western europe and to fly here is very expensive. we are a very big

country and in order to travel across kazakhstan, you need three to four hours by plane. >>reporter: large, land-locked and distant from traditional source markets kazakhstan realises it must play to its strengths, but also to its neighbours, whose growing middle classes are now hungry to travel. >>dosmukhambetov: china next to india has a combined population of 3.5 billion - a lot of them don't see snow at all. that's why we all work hard in developing winter

tourism. >>fletcher: it will have to focus on a series of special interest and niche markets which take time to develop. fortunately for kazakhstan it has a nascent winter sports and adventure sector. >>reporter: take vera gutsalyuk, she runs stables outside almaty; popular with the city's expatriate residents, but she receives only 25 overseas visitors a year, mainly europeans wanting to ride horses in the tien shan mountains. yet vera and others believe the potential for adventure tourism is enormous. >>gutsalyuk: we need to improve our services, we have very good air here, beautiful countryside, there

is nothingmore beautiful than kazakhstan -- if we will improve services a little bit everything will be fine. >>anholt: now the thing that, the asset that kazakhstan has got is basically its landscape, it's a very beautiful country and people don't know that. i think they're interested in seeing new places, new landscapes, new cultures. we are looking at a world where and in fact my research confirms this that peopleare less and less interested in the conventional top ten countries anymore and more and more interested in the emerging countries. >>reporter: in its bid to diversify its economy -- tourism offers kazakhstan a better chance of spreading the wealth more evenly among its 16 million people than other sectors of the economy. >>fletcher: tourism generally speaking is labour intensive and tourism generally speaking is spread right aroundthe country ...it can create employment geographically in a more disparate way than the energy sector or the commodity sector.

>>massimov: the whole world will understand it is not only this place for oil and minerals but this is a place where you can get high quality services for winter rest. i strongly believe it will have a strong impact on that. >>foster: what the government is trying to do here of course is it is trying to develop a value-added economy and transportation tourism to some extent as well. as part of that we see steady growth and you knowwe've no doubt that that can be realised just by virtue of the fact that the development potential is absolutely massive around here because of the region. >>reporter: if kazakhstan focuses not only on niche tourism and targets emerging markets, it could be tapping into a winning combination that goes well beyond the asian winter games.

>>that's it for this week's world business. thanks for watching. we'll see you again at the same time next week.