Freedom Holding Corporation has embarked on an ambitious expansion strategy, targeting the United Arab Emirates, Türkiye, and Georgia as its next frontier markets. This strategic move positions the financial services giant at the intersection of investment opportunity and burgeoning travel destinations, creating a fascinating dynamic for both financial enthusiasts and globetrotters alike.
The Symbiotic Relationship Between Finance and Travel
When examining the territories Freedom Holding has selected for expansion, one cannot overlook their dual identity as both financial hubs and travel hotspots. The UAE, particularly Dubai and Abu Dhabi, continues to lure millions of visitors annually with architectural marvels and luxury experiences, while simultaneously functioning as the Middle East’s preeminent financial centre.
“This is a gateway to a new world for us. We are not simply entering the market — we are building infrastructure for the entire ecosystem,” explains Timur Turlov, CEO of Freedom Holding. His vision encompasses more than mere market entry; it represents the construction of financial architecture that could reshape how these destinations attract both capital and travellers.
Istanbul bridges continents both physically and economically, offering visitors a blend of ancient wonders and modern commerce. Georgia, often overlooked by mainstream finance, presents a mountainous paradise increasingly attracting digital nomads and adventure seekers, alongside investors hunting for undiscovered potential.
Strategic Expansion: Beyond Just Banking
Freedom Holding’s venture into these markets transcends conventional financial services. The corporation appears to recognize the evolving landscape where:
- Tourism economies create unique investment opportunities
- Travel destinations increasingly require sophisticated financial infrastructure
- Cross-border financial services benefit both locals and international visitors
- Financial literacy enhances travel experiences for global citizens
“The convergence of travel and finance creates a fascinating ecosystem,” notes regional finance analyst Sarah Morris. “When financial institutions expand into tourist-heavy economies, they essentially create support structures that benefit both local economies and international visitors.”
UAE: Where Luxury Travel Meets Financial Innovation
The United Arab Emirates stands as perhaps the most striking example of a region that has transformed desert landscapes into both financial powerhouses and tourist magnets. Freedom Holding is close to completing the licensing process in the UAE, where it plans to launch an institutional business model focused on the B2B segment in the near future.
Dubai continues to captivate travellers with its futuristic architecture, world-class attractions, and cultural experiences, making it synonymous with luxury and innovation. This aligns perfectly with Freedom Holding’s reputation for sophisticated financial services and technological advancement.
The UAE’s strategic position between East and West makes it a natural hub for financial services catering to diverse clientele. Additionally, the nation’s commitment to technological advancement aligns perfectly with Freedom Holding’s digital-first approach to finance.
Visitors to the Emirates increasingly seek seamless financial experiences—from currency exchange to investment opportunities in the very landmarks they photograph. Freedom Holding appears positioned to serve this unique intersection of travel and finance.
Türkiye: A Market at the Crossroads
Few destinations blend historical significance with economic potential quite like Türkiye. Istanbul’s position straddling Europe and Asia mirrors its economic reality—a market with deep historical roots yet forward-looking financial aspirations.
Freedom Holding Corp. has also entered the Turkish market, which it sees as one of its strategic priorities, especially in terms of the retail segment. “In Turkey, we want to do retail business according to the model that already works in Kazakhstan. In fact, it’s a copy of our business model,” explains Timur Turlov.
Türkiye’s tourism industry reached a phenomenal $61 billion in 2024, surging over eight percent from the previous year, setting new records and solidifying its global travel appeal. This robust tourism sector creates fertile ground for financial services that cater to both international visitors and locals navigating a dynamic economy.
Freedom Holding’s expansion into Türkiye acknowledges the country’s position as both a cultural treasure and an emerging market with remarkable resilience. Turkish tourism continues its upward trajectory, creating numerous avenues for financial services that cater to both visitors and locals.
Georgia: The Rising Star
Perhaps most intriguing among Freedom Holding’s expansion targets is Georgia—a nation rapidly gaining popularity among travellers seeking authentic experiences off the beaten path. The country offers:
- Stunning mountain landscapes and Black Sea coastlines
- A wine tradition dating back 8,000 years
- Remarkably affordable cost of living
- Increasingly digital-friendly business environment
- Visa policies welcoming to remote workers and entrepreneurs
Freedom Holding also sees Georgia as a promising destination, where work is underway to create a regional hub. The company has recently held high-level meetings with government officials to explore partnership opportunities and support infrastructure development.
Georgia’s National Tourism Strategy envisions that in 2025, the country “will become well-known as a premier, year-round, high-quality tourism destination – centred on its unique cultural and natural heritage, world-class customer service, and timeless tradition of hospitality.” This vision aligns seamlessly with Freedom Holding’s commitment to quality and service excellence.
Freedom Holding’s interest in Georgia reflects growing recognition of how travel trends can precede economic development. As digital nomads and adventure travellers discover Georgia, financial services tailored to this intersection of tourism and commerce become increasingly valuable.
What This Means for Travellers
For the travel community, Freedom Holding’s expansion potentially translates to enhanced financial services in these destinations. Travellers may benefit from:
- Improved access to investment opportunities in the very regions they explore
- More sophisticated banking options while abroad
- Greater financial integration between home countries and favorite destinations
- Potential for financial products specifically designed for frequent travellers
Georgia provides visa-on-arrival for up to 90 days, showcasing its historical and natural wonders, including the ancient cave monastery of Vardzia, the rock-hewn town of Uplistsikhe, and vibrant nightlife in Tbilisi. With Freedom Holding’s regional hub development, visitors might soon enjoy enhanced financial services alongside these cultural treasures.
The Path Forward
As travellers increasingly seek authentic connections to the destinations they visit—including understanding local economies and perhaps even investing in them—financial institutions that bridge these worlds position themselves advantageously.
“Our target is to have a presence in 30 countries,” Turlov said. “We’re continuing to strengthen our global position—not just to compete, but to lead.” Freedom Holding is already present in 22 countries, operating a diverse network of financial and investment services.
The company’s financial performance supports this ambitious vision, with revenue of approximately $655 million for the third quarter of fiscal 2025, compared to $419 million in the third quarter of fiscal 2024, representing a 56.5% increase. This robust growth fuels the company’s expansion plans across these emerging travel markets.
Freedom Holding’s strategic direction suggests recognition that tomorrow’s travellers are not merely visitors but potentially investors, temporary residents, and economic participants in the destinations they choose. This evolution in travel behavior creates natural synergies with financial services.
For TRAVOH readers contemplating their next journey to the UAE, Türkiye, or Georgia, keeping an eye on Freedom Holding’s development in these regions might provide insights into both travel opportunities and potential investment avenues that complement your wanderlust.
