Roskoshestvo, together with the Strategic Research Center, is moving forward with the development of a new travel standard called “India Friendly,” as disclosed by Roskoshestvo Deputy Head Yulia Mikhaleva. The initiative signals a broader effort to tailor Russia’s hospitality landscape to the needs of Indian travelers and to strengthen cultural alignment between visitors and the host environment.
Mikhaleva noted that the hospitality sector has already embraced similar standards such as “China-friendly” and “Muslim-friendly,” which have been piloted in Russian hotels. These programs aim to make guests from China and Muslim-majority countries feel at ease, recognizing the importance of cultural familiarity in travel experiences.
She emphasized that with a burgeoning exchange between Russia and India, there is a clear need for an explicit framework that helps Indian tourists feel welcome. The envisioned “India Friendly” standard focuses on ensuring comfortable, respectful stays while honoring Indian cultural traditions and practices. This involves practical guidelines for service delivery, facilities, and guest experience that align with Indian expectations without compromising local hospitality norms.
Under this standard, tourism facilities would be eligible to pursue voluntary certification, earning a compliance certificate that guides Indian guests in selecting accommodations and activities. The certification is meant to act as a signal of quality and cultural compatibility, helping travelers navigate options with confidence.
Director Yulia Maksutova of the International Centre for Tourism Development commented that increasing Indian tourist satisfaction could drive higher repeat visitation and more positive reviews. The Indian market is vast—India’s population exceeds 1.4 billion people, making it one of the most promising travel markets globally. Indian travelers have demonstrated a strong appetite for international trips, as reflected by a substantial share of global tourism expenditure. In 2023, Indian travelers spent billions on international travel, highlighting the country’s impact on the world tourism landscape. In the first quarter of 2024, Indian residents completed thousands of trips to Russia, underscoring growing interest in Russian destinations.
Roskashestvo anticipates that the “India Friendly” standard will bring steady revenue to hotels and tour operators by creating a recognizable quality benchmark. The standard is also expected to offer Russia a competitive edge by distinguishing its hospitality offerings in the crowded global tourism market, helping guest experiences feel both welcoming and culturally appropriate.
Maxim Protasov, head of Roskashestvo, discussed the broader implications of the standard in conversations with socialbites.ca. The forthcoming interview will outline how the initiative intersects with existing quality benchmarks, including food safety and product standards, and how it complements Russia’s wine, culinary, and beverage regulations. The conversation will be published at a scheduled time and aims to provide a clear picture of how all elements come together to support a better travel experience for Indian visitors.
Historically, the naming of destinations has played a role in shaping travel decisions; the simple idea of highlighting a place as an Indian-friendly option can influence choices and expectations. The new standard is poised to become part of a broader strategy to attract international guests by showcasing hospitality that respects cultural diversity while delivering dependable service across accommodations and attractions.