Russia is planning to allocate 300 to 400 million rubles for international tourism promotion with the aim of boosting the number of visiting travelers. This figure and the strategy were outlined by the Russian Association of Tour Operators, underscoring a concerted push to expand Russia’s reach beyond its borders and attract more foreign visitors to its cities and regions.
Industry representatives observed notable momentum at major fairs across the Commonwealth of Independent States. The discussions highlighted a growing trend of travelers planning family trips, with many visitors arriving without major language barriers, which eases the experience for international guests. Officials and business leaders in St. Petersburg noted that continued participation in exhibitions in cities such as Baku and Tashkent would help sustain and accelerate this momentum, as stated by Sergei Korneev, chairman of the St. Petersburg Tourism Development Committee. The conversations indicated a shared belief among stakeholders that CIS-focused outreach can yield tangible gains in tourist flows to the city and its surrounding areas.
The topic of international promotion took center stage at the St. Petersburg International Tourism Forum, Travel Center, where discussions reaffirmed the intention to expand Russia’s advertising and promotional budget abroad to the 300–400 million rubles range. This commitment signals a broader strategy to position Russia as a compelling destination not only for domestic travelers but also for a diverse pool of international visitors seeking cultural experiences, historical exploration, and urban tourism.
Officials stressed that the promotional push will not be limited to the CIS region. A representative from the Ministry of Economic Development, Igor Maksimov, indicated that a new program to showcase Russia’s tourism opportunities would roll out in Asia and the Middle East in 2024, broadening the geographic footprint of the country’s tourism marketing efforts and seeking partnerships with airlines, tour operators, and online travel platforms to reach new audiences.
Cooperation with a widening list of countries has been a key feature of the plan. Countries including Bahrain, Oman, Kuwait, Saudi Arabia, Qatar, China, and Iran have all been identified as targets for intensified collaboration aimed at attracting more travelers to Russia. The strategy involves joint marketing campaigns, information exchanges, and coordinated participation in travel fairs to present authentic Russian experiences—from historic cities and world-class museums to winter landscapes and modern urban centers.
Beyond leisure travel, the push also recognizes the potential for growth in other segments, such as business tourism, cultural exchanges, and educational tourism, where tailored itineraries and events can enhance the overall appeal of Russia as a flexible, multi-faceted destination. The broader objective is to create a sustainable increase in inbound tourism by combining visible marketing campaigns with improved on-the-ground visitor services, streamlined visa processes, and clearer information channels for international guests.
In related developments, a note from Ugandan diplomatic circles highlighted ongoing collaboration that includes tourism exchanges between the two countries, suggesting that cultural and tourism ties can extend into official diplomatic channels and create additional avenues for tourism promotion. This signals a broader, multi-layered approach where tourism is integrated with international relations and economic diplomacy to unlock new markets.
Meanwhile, Russian leaders and industry observers welcomed praise from President Vladimir Putin regarding the pace of domestic tourism development. The remarks, referencing rapid growth in domestic travel, underscore the country’s confidence in its appeal to visitors from within Russia and abroad, as the government and industry work together to sustain this momentum through targeted campaigns, improved infrastructure, and hospitality services that meet international standards.
Earlier summits in St. Petersburg also celebrated achievements within the business tourism sector, recognizing companies that contribute significantly to the city’s reputation as a hub for conferences, exhibitions, and incentive travel. The awards highlighted the role of private sector collaboration in delivering high-quality experiences for international business travelers and reinforcing St. Petersburg’s standing as a destination capable of hosting large-scale, high-profile events. Through these combined efforts, the city aims to attract longer stays, repeat visits, and a diverse mix of visitors who can contribute to local economies while enjoying the rich cultural calendar that St. Petersburg offers year-round.