It's understandable that a country turned into a source of widespread mockery by a hit comedy movie would be displeased initially, but over time, Kazakhstan has shifted from outrage to acceptance regarding its association with Sacha Baron Cohen’s Borat.
The initial reaction was one of slight annoyance when the character first appeared on Da Ali G Show. However, this escalated to outright fury when the film, bearing Borat's name, became a global sensation. The movie grossed over $260 million at the box office, won a Golden Globe for Baron Cohen's performance, and received an Academy Award nomination for its screenplay.
Many viewers had no idea where Kazakhstan was or if it was even a real country, but the film suddenly made it one of the most recognizable places on the planet. Despite Baron Cohen's satirical portrayal, the film provided Kazakhstan with a level of visibility it hadn't experienced in a long time.
Initially, the reaction within Kazakhstan was overwhelmingly negative, with local censorship boards and political authorities banning the film. However, in recent years, the country's leading tourism authority has embraced the Borat character to the extent that "Very Nice" has become the slogan promoting tourism.
This shift did not happen overnight. Six years after the movie's release, then-Foreign Minister Yerzhan Kazykhanov admitted that “the number of visas issued by Kazakhstan grew tenfold,” expressing gratitude to Borat for attracting tourists to the country.
Despite the efforts of various organizations to promote tourism in Kazakhstan, a comedy created by a British comedian did more to attract new visitors than any meticulously planned campaign ever could. While Baron Cohen's portrayal wasn't flattering, its impact on tourism was undeniable.
Kazakhstan offers much as a destination, and none of it is inherently related to Borat, except for the character's fictional origins. Nonetheless, any country would welcome the global attention and cultural relevance, even if it comes with a side of satire.
Tourism is hard to command, and despite Kazakhstan's best efforts, the authorities have had to acknowledge that Borat has been the single biggest driving force behind the increase in visitors. They have come to begrudgingly accept the mutual benefits of this unexpected relationship.
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