Motoring benefits both travelers and regions, and its importance is growing across Russia. The first joint gathering of the Territory Marketing Committee of the National Convention Bureau and the Territory Marketing Working Group of the Expert Council of the State Duma Committee on Tourism and Tourism Infrastructure was held as part of the Russia Tourism Forum program, titled “To travel!” from August 4 to 7 at VDNKh. The session, focused on car marketing for places, explored how car tourism is reshaping the meetings industry and what destinations need to position themselves effectively. The discussion highlighted new formats, travel scenarios, and the creation of infrastructure clusters and anchor points along routes.
Not a transit, but a destination
To transform the Rostov region from a transit route into a true destination for travelers, a guide for car travelers called “Towards the South” has been developed. Olga Melina, leader of the business tourism development center in Rostov, explained that the guide lists sights, recreation, and entertainment suited for car tourists, helping visitors stay longer and explore more.
Wider roads
In Krasnodar Territory, efforts are underway to expand road capacity and improve event logistics for car tourists. These initiatives require time and substantial investment, noted Anton Kulagin, a development specialist with the Krasnodar Krai Development Corporation and head of the Southern Russian Glamping Association. The goal is smoother travel and better coordination of travel experiences along popular routes.
Quests with Prizes
The Perm region is building routes for car guests, as reported by Tatyana Prokopchuk, director of Alt Prestige. Travelers will encounter a robust infrastructure, guided excursions, and interactive quests with tangible prizes, enhancing engagement and encouraging longer stays. The aim is to make the journey itself a central attraction, not just a means to reach the destination.
Experts emphasize that motor tourism has matured into its own niche in Russia. Car and motorcycle travelers are increasingly viewed as a distinct and valuable segment by tourism and events professionals. Product developers are encouraged to tailor experiences, craft imaginative scenarios, and refine sub-niches to fit this audience. The transport mode itself shapes traveler behavior and perception, turning the road into an independent draw. A car-focused traveler tends to seek a high concentration of diverse experiences in a single stop, ranging from cultural experiences to digital-enabled activities and essential conveniences. The idea of a travel transfer, where each stop reveals a different facet of local culture or industry, remains a key challenge for regional businesses aiming to monetize opportunities quickly and effectively.
More information
Za Rulem, Russia’s longest-running automotive publication, already offers various itineraries for car travelers as part of the Country Behind the Wheel project. These itineraries cover family-friendly routes, industrial tourism, and agritourism, underscoring the appeal of road-based travel as a complete experience rather than a mere transit option, according to Stepan Kuzmenko, deputy general manager for Marketing, Advertising, and PR at Za Rulem.
Route as destination
Another compelling idea comes from Sergey Kalinchuk, CEO of the DDC Group branding agency. He proposed treating highways as future tourist destinations, encouraging travelers to choose routes rather than specific points. By hosting events along routes, these corridors could become vibrant attractions in themselves, drawing visitors to experience multiple locales in a single journey and turning travel routes into dynamic destinations.