Finland has managed to turn the legend of Lapland into a thriving tourist industry, where every experience has its price. The Northern Lights, Santa Claus, reindeer, and huskies are not just symbols but a carefully thought-out business strategy.
In an interview with 24.kg, Kamchybek Zamirbekov, the head of the company Ethno Yurts, spoke about how such a system functions and how Kyrgyzstan can benefit from its culture.
— You visited Lapland. What impressed you the most? What experience can you share with the people of Kyrgyzstan?
— The Finns show incredible creativity. I recall childhood fairy tales about Lapland, which in the works of Finnish authors is depicted as a cold place, the abode of the Snow Queen. We have always associated it with the homeland of Santa Claus.
But soon the Finns thought: if people believe in the fairy-tale Lapland, why not create a real tourist attraction out of it?
The city of Rovaniemi, located on the Arctic Circle, has become the capital of Finnish Lapland. Here, you can observe the Northern Lights in winter and the midnight sun in summer. We arrived there to set up yurts for Christmas — on December 24-25.
Upon arriving at Rovaniemi Airport, we were immersed in magic. Everything looked as if we had stepped into a New Year’s movie: Santa Claus's office, his post office, elves, and a festive atmosphere. It’s amazing how commercialized everything is — every step requires payment.
For example, meeting Santa Claus in his office costs 150 euros, and if you want a gift from him, you’ll have to pay around 1000 euros.
Another symbol of Lapland is the reindeer, for which you need to pay 50 euros to watch, and feeding them oats will cost an additional 10 euros.
Huskies are also an important part of the tourist appeal: a few minutes of dog sledding costs 200 euros per person.
And you know, people really do go to Finland. They bring their children and relatives and don’t mind spending money because it’s a real fairy tale full of emotions and impressions. The holiday season lasts about two months, and the flow of tourists doesn’t stop.
— According to the UN, Finns have been considered the happiest people in the world for many years. Do you agree with this?
— I wouldn’t say so. They, like us, have their own worries and problems. It’s hard to say that their life is perfect. We spent a month there and saw different aspects of life. Overall, they are like us.
— Under what conditions did you set up the yurts? Was it very cold?
— We set up eight residential yurts and four exhibition ones. The clients were Finns who have their own eco-village. They decided to enhance the atmosphere with our yurts. The work took a lot of time. In the first days, the temperature dropped to -42 degrees, which created certain difficulties.
But everything was compensated by the magnificent landscapes and clean air. In Lapland, great attention is paid to ecology; only dry wood is used for heating the yurts. Electricity is provided by a nuclear power plant.
— What problems do we have with this?
— Yes, and quite serious ones. In Kyrgyzstan, yurt complexes are set up, but they don’t know how to heat them properly. As a result, yurts quickly become unusable. They need to be protected from both rain and sun.
Due to the lack of basic operating rules, owners conclude that it is too complicated and costly. Eventually, they start building A-frames — triangular houses in the shape of the letter "A," where the roof also serves as walls. Or capsule houses.
But none of these options can impress foreign tourists. Such houses are common throughout Europe. People come to Kyrgyzstan specifically for yurts — to enjoy ecologically clean conditions.
Kamchybek Zamirbekov
Unfortunately, many entrepreneurs do not understand this. They are only interested in current profits, lacking the desire to develop, learn, and gain experience.
— How was it in your case? Do you remember your first yurt?
— In 2010, as a student, I was always looking for ways to be self-sufficient. That’s when the import of iron yurts from China began.
My jizde (brother-in-law) worked at customs and saw how people transported them across the border. He ordered one yurt for relatives. My mother saw it and decided that we also needed one — for our family.
At that time, about 6-7 thousand people lived in our village, and only two families had yurts — and those were old. Previously, they were mainly set up for funerals. My mother decided it was time to update the yurt for such occasions. She collected money from relatives. The yurt then cost about 20,000 soms, including delivery.
That’s how we got a new yurt. I thought: why not order them ourselves and resell?
Kamchybek Zamirbekov
I didn’t have the funds, so I just took a photo of our yurt and posted an ad on a popular forum at the time called "Diesel." I set the price at 30,000 soms with a condition of 50% prepayment and delivery in 15 days.
The first client appeared only after a month. I received 15,000 soms as a prepayment and contacted my relative at customs — the same one who helped bring the first yurt.
He ordered a yurt from China through acquaintances who were drivers. I remember it arrived at the "Madina" market early in the morning, and I invited the client there, where I received the remaining money.
Later, my jizde confessed that the yurt cost 18,000 soms, as another 3,000 went to logistics and additional expenses. But he didn’t tell me that at the time — he wanted to support me at the start of my business.
Upon receiving the second part of the money, I immediately gave it to the bus driver and ordered another yurt.
Today, our yurts are set up all over the world. We not only sell them but also produce them ourselves. For example, in Canada, we set up yurts in the forest near Montreal. We have experience setting them up in the USA and many other countries.
— What are your current projects?
— In the next two weeks, we plan to set up yurts in Oman, the UAE, Turkey, and Uzbekistan.
Our team consists of about 150 people. I consider everyone who participates in creating a yurt. We purchase shirdaqi in Naryn, threads in Batken, and so on.
— What is your business philosophy?
— Business should benefit the state first and foremost. The more taxes, the more sales, jobs, salaries, and a stronger economy.
For me, it is important to understand that thanks to my taxes, pensions and teachers' salaries are paid.
— How do you see yourself?
— I was an introvert, grew up in the mountains where there were few people, and mostly played with my sister. In medical university, I began to open up — I became the class leader.
I am the eldest son, and from childhood, I was taught responsibility: to myself, my parents, and society.
Kamchybek Zamirbekov
I have a principle — never put anyone above myself. I must be first for myself. It’s important to take care of my mental health: first, I need to fill myself up, and then I can share with others.
— Do you consider yourself happy?
— Yes. Thanks to my work, I have visited about 18 countries, some of which I visited with my wife. I help my parents, I have housing, I am financially stable, and I pay taxes.
Many families live thanks to the work of our company.
I have four children, to whom I try to dedicate all my free time.
