With reindeer sleigh rides, camel races and stunning landscapes with plenty of room to roam, Mongolia hopes to attract visitors who truly want to get away from it all.

Like most countries, the tourism industry has been hit hard by the COVID-19 pandemic, so the “Welcome to Mongolia” campaign was launched to win people back. The government has offered additional flights and simplified the visa process, allowing visa-free visits to many countries.

At least 437,000 foreign tourists came in the first seven months of this year, 25 percent more than in the same period last year. Tourists also include an increasing number of Europeans, the United States and Japan. The number of visitors from South Korea has almost doubled, partly because the flight takes less than four hours.

Despite these successes, the Mongolian government is still far from its goal of attracting one million visitors annually to the land of Genghis Khan between 2023 and 2025. The country covered large parts of Eurasia in its heyday in the 13th century and is now a landlocked country between Russia and China.

The population is 3.3 million, about half of whom live in the capital, Ulaanbaatar, so there’s plenty of open space for adventure tourists to explore, says Egjimaa Battsooj, who works for a travel company. Tailor-made itineraries include horseback riding and camping trips with the option of staying in yurts, the felt-covered dwellings that Mongolia’s herders still use today.

There is little risk of encountering private property, so only a few places are closed, she said.

“You don’t have to open a gate, you don’t need anyone’s permission,” she said, sitting in front of a map of Mongolia on which the routes were marked with pins and thread.

“We are something like the last truly nomadic culture on the planet,” she added.

Lonely Planet named Mongolia a top travel destination in its Best in Travel 2024 report. The Pope’s visit to Mongolia last year also helped draw attention to the country. The country’s breakdancers became stars at last year’s Asian Games. And some local bands have developed a global following, like The Hu, a folk metal band that combines traditional Mongolian instruments and throat singing with modern rock.

Yet many people know little about Mongolia. American tourist Michael John said he knew a bit about the history of Genghis Khan and had seen a documentary about eagles used by hunters before deciding to stop in Ulaanbaatar as part of an extended vacation.

“It was a great opportunity to learn more,” said the 40-year-old.

Tourism accounted for 7.2% of Mongolia’s gross domestic product and 7.6% of jobs in 2019 before collapsing due to the COVID-19 pandemic, according to the World Bank. However, the organization noted that Mongolia has “significant growth potential” to be exploited, with “diverse nature and stunning landscapes” as well as opportunities for sports and adventure tourism.

These themes are at the heart of Mongolia’s tourism promotion, offering beautiful views of frozen lakes in winter for skating and fishing, the Northern Lights, and events such as reindeer sleigh rides and horseback riding, camel racing and hiking.

Munkhjargal Dayan offers rides on two-humped Bactrian camels, traditional archery and the opportunity to have eagles trained for hunting while sitting on a visitor’s arm.

“We want to show tourists from other countries that we have such a way of life in Mongolia,” he said as he waited for customers next to a giant statue of Genghis Khan on the outskirts of Ulan Bator.

Outside the bustling capital, getting around can be difficult in summer, as the steppes are flooded and tourist areas have limited infrastructure, a lack of accommodation and a shortage of skilled workers.

Foreigners can also easily get lost as there are hardly any signs in English, says Dutch tourist Jasper Koning. Nevertheless, he said he enjoyed his trip very much.

“The weather is great, the scenery is more than great, it is clean, the people are friendly,” he said.