Business Programme
10 June 2026 |
11:00 - 12:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Plenary session Time to Travel: A Kaleidoscope of Experiences Available to All
Tourism is not a privilege. Tourism is an opportunity to take a fresh look at a country and learn more about its culture and traditions. And everyone should have this opportunity. Government support, entrepreneurial initiative, an established tourism infrastructure, and a variety of tourism products mean that travel is not something that should be put off until later: the time to travel is now. What results have the government’s support measures already achieved? Tourism Capital: How is Moscow simultaneously developing domestic and inbound tourism? Train travel: A synergy of convenience and excitement?
10 June 2026 |
13:00 - 14:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Improving Tourism and Hospitality in Cities with High Scientific and Technological Potential: Opportunities for and the Stance of Big Business
For state corporations and big business, tourism is turning into a strategic instrument for human resources and regional development policy and a tool for strengthening Russia’s technological sovereignty. Given the growing demands of high-tech industries, a skilled workforce has become a critical resource, and the appeal of a city has become a decisive factor in the ability to attract and retain such talent. As such, tourism is becoming an effective tool for urban transformation. Cities with high scientific and technological potential also have major tourism potential (auto, nature, water-based, and cruise tourism), yet they often fail to meet the standard criteria for securing state or regional support due to logistical complexities, inconsistent tourism patterns, and other factors. It should be noted, though, that the cities that have successfully secured such support are undergoing a profound transformation and demonstrating tangible results. Today, it is crucial that all parties involved join forces to come up with systemic solutions by developing proposals for support measures, launching new initiatives, scaling up best practices, and establishing effective collaboration with government institutions.
Moderator
Head of the Rosatom Hospitable Cities Program
10 June 2026 |
13:00 - 14:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
When Tourism Turns into Emigration: How Foreigners Visit Russia’s Regions and Stay There to Live
A popular adage warns against “confusing tourism with emigration”; yet, for most people relocating from European countries to Russia, this is exactly how their stories began – with their very first tourist visit. In recent years, a number of Russian regions have been offering relocation programmes for foreigners, ranging from ‘German villages’ and turnkey relocation packages for highly skilled professionals to opportunities to establish one’s own business or farm. Behind each relocation is an intricate chain of interactions, approvals, and challenges, starting with the initial idea and its promotion in the media to support from the state and regional authorities, public-private partnerships, and legal assistance. How and why are Russia’s regions becoming a hot spot for foreigners? What are some of the initial results of these relocation programmes, and which mechanisms for their implementation and promotion have proven most effective? What are the key ingredients to these success stories, and what lessons have been learned along the way?
Moderator
Speaker
Deputy Governor of the Nizhny Novgorod Region
Partner, VISTA Immigration
Owner, ATC “Bogdarnya”
Founder, Askona Life Group; Сo-founder, Gorki Business School; Author of the Dobrograd Project
10 June 2026 |
15:00 - 16:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Snow, Bears, and Ballet: How Travel Agencies Present Russia to International Travellers
For foreign tourists, the stereotypical image of Russia still revolves around year-round winter, bears, ballet, and the Kremlin towers. However, actual tourism offerings expanded beyond these confines a long time ago. Travel agencies draw upon familiar imagery about Russia, but infuse it with fresh content, such as trips to the country’s regions, Arctic and Siberian itineraries, gastronomic and nature tours, as well as contemporary urban culture and creative industries, thereby crafting a more complex and multifaceted image of Russia. With growing interest among tourists from China, the Persian Gulf states, and South and Southeast Asia, it is particularly crucial to understand which images of Russia truly resonate in different markets, and how we can effectively combine recognizable symbols with new content.
How can we establish a long-term system of support for regional projects to ensure the programme serves as a sustainable engine of growth rather than a one-off initiative? Which formats of tourism products and services are in highest demand across key global markets and have the potential to shape a new image of Russia as a top travel destination? How can we ensure that the regional authorities and businesses effectively utilize the tools developed as part of this programme in order to boost occupancy rates, increase revenue, and enhance international awareness about Russia’s diverse territories?
How can we establish a long-term system of support for regional projects to ensure the programme serves as a sustainable engine of growth rather than a one-off initiative? Which formats of tourism products and services are in highest demand across key global markets and have the potential to shape a new image of Russia as a top travel destination? How can we ensure that the regional authorities and businesses effectively utilize the tools developed as part of this programme in order to boost occupancy rates, increase revenue, and enhance international awareness about Russia’s diverse territories?
Moderator
Presenter, Russia Today China
10 June 2026 |
15:00 - 16:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
Kilometres of Impressions: How Road Infrastructure Is Driving Auto-Tourism
Roads are emerging as a distinct segment of the tourism industry. The journey itself, including the route choice, stops in small towns, local gastronomy, and roadside services, is becoming an integral part of the overall travel experience, which travellers consciously plan to suit their own preferences. The growing number of independent travellers has increased demand for well-designed routes, intuitive navigation, safe and comfortable rest stops, services for recreational vehicles, and digital planning tools. For the regional authorities, this should be a special area of focus: developing infrastructure along key highways, establishing branded driving routes, supporting small roadside businesses, and creating new sites that extend a tourist’s stay in the region and generate additional spending.
Moderator
CEO, Libra Development
Speaker
Director, Partner Network Development, Tutu
Managing Director, Avito Travel
Marketing Director, TriA Development
Deputy Director, Russian Quality System (Roskachestvo)
Head, Design Department, Leber
Front row participant
President, National Association of Automobile Tourism and Caravanning; Director, Auto Tourism Committee, Russian Union of Travel Industry; Deputy Chairman, Working Group for the Development of Auto and Motorcycle Tourism, Tourism, Physical Education, and Sports Commission, State Council of the Russian Federation
Founder and General Director, ULISS Group, SpetsKontrolServis
10 June 2026 |
17:00 - 18:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Landing Tourists: How Regions Can Enhance Tourism Potential and Attract Visitors
The number of domestic tourist trips within Russia is projected to reach 140 million by 2030. In recent years, both the government and business, as represented by key players in the travel market, have made significant efforts to stabilize tourist flows. Tax incentives have been introduced for hotels, and grants have been allocated for the development of new territories and tourism clusters. However, all these efforts have coincided with a decline in consumer spending across all economic sectors: people are cutting back on costs, particularly spending on impressions – a category that includes travel. How can we preserve and enhance the tourism potential of Russia’s regions amidst these shifting conditions? Where can regions and hotels find their target travellers, and how much will this cost the regions and hotels? What progress has already been made, where do we need to intensify our efforts, and what role should all the various players in the travel market play in this process?
Moderator
Director, Association of Travel Aggregators (ATAG)
Speaker
Business Development Director, Yandex.Verticals
President, Russian Union of Travel Industry; General Director, National tour operator “Alean”
First Deputy Chairman of the State Duma Committee of the Federal Assembly of the Russian Federation on Economic Policy
10 June 2026 |
17:00 - 18:30
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
The Silver Ring of Russia and Its Pearls
The regions of Northwest Russia are one of the country’s leading tourism destinations. All 11 regions of the Northwestern Federal District are part of the ‘Silver Ring of Russia’ – an interregional project dedicated to history, culture, and tourism. In 2026, there will be a presentation about the key initial results and future development prospects of the project, as well as which of its ‘pearls’ situated along the banks of the Neva River and Lake Ladoga are poised to serve as tourism growth drivers in the near term. The role of the Silver Ring Capital, an initiative spearheaded by the regions of the Northwestern Federal District, deserves particular attention in terms of its impact on the development of small towns. What economic impact could the implementation of the Silver Ring of Russia interregional project have on the regions of the Northwestern Federal District? How is the project presented by the media? What benefits has the status of Silver Ring Capital brought to the region? How does a region’s participation in the project affect its tourism economy? What are the key strategic focuses for developing tourism?
Moderator
Executive Director, Association of Tour Operators of Russia (ATOR)
Speaker
Minister of Culture and Tourism of the Kaliningrad region
10 June 2026 |
17:00 - 18:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
Russia–Asia: Direct Flights, Simplified Visas, and the Impact on the Industry
Russia’s visa-free regime with China has dramatically boosted mutual tourism and served as a powerful catalyst for the development of tourism infrastructure, particularly in the Russian Far East. An increase in the number of direct flights and growing interest in overland routes have underscored the urgent need to modernize border crossing points, build more roadside services, and expand the number of hotel rooms and service offerings tailored specifically to Chinese tourists. However, key challenges persist: limited border crossing capacity, underdeveloped infrastructure for auto-tourism, and the need to align flight patterns with tourist demand, enhance security and support services, and intensify international cooperation – from digital services and insurance to the establishment of joint tourism offices. In such a situation, tourism is no longer just a supplementary sector; rather, it is turning into a genuine driver of investment in infrastructure, transport, and urban amenities and creating the long-term development agenda for the entire macro-region.
Moderator
Speaker
Director of the Department of Multilateral Economic Cooperation in Special Projects, Ministry of Economic Development of the Russian Federation
Front row participant
11 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
Russia’s state support tools for tourism are entering a new phase as they shift from targeted programmes to a comprehensive ecosystem of instruments, where preferential loans, grants, and unified subsidies work together to achieve a common result. Preferential lending enables the launch of capital-intensive accommodation and infrastructure projects, while unified subsidies grant regions the flexibility to craft their own tailored solutions regarding auto-tourism, the urban environment, national tourism routes, and promotional efforts. The issue of efficiency is now taking centre stage: which support models truly stimulate an influx in both investment and tourists? How can we balance the interests of the government and business? Which growth metrics, such as tourist arrivals, occupancy rates, or new job creation, should serve as targets for 2030?
Moderator
Director of the Department of Tourism Development, Ministry of Economic Development of the Russian Federation
11 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Tectonic Shifts: How Digital Platforms Are Transforming Tourism
The platform economy has become so deeply ingrained in our lives that it is difficult to imagine a sector it has not touched. Digital platforms have radically transformed the tourism industry. Aggregators have long since evolved from being merely booking services into independent market players that directly influence demand and travel activity. A fundamental transition is taking place right before our very eyes – from an ‘economy of experiences’ to an ‘economy of algorithms’. Travellers’ itineraries are increasingly being shaped by artificial intelligence analysing thousands of indirect digital footprints instead of the recommendations of a human expert. This tectonic shift creates new opportunities for companies to rapidly scale their businesses, yet simultaneously poses complex questions for traditional market players. Can AI craft the perfect itinerary? How is digitalization altering staffing requirements, and could it diminish the role of human employees in the hospitality sector?
Moderator
General Director, Center for Strategic Research Foundation
11 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
Inclusive Tourism: Government Initiatives and Best Practices from the Regions and Businesses
There is a growing realization in Russia that tourism needs to be accessible to everyone, regardless of their physical capabilities. Russia is strategically making tourism more accessible through legislative initiatives and the scaling up of successful inclusive practices to adapt routes and services in cooperation with the federal and regional executive authorities, the business community, and civil society organizations. State support and the introduction of successful regional models across various parts of the country will help to create a barrier-free environment and guarantee each citizen’s right to high-quality travel experiences. What legislative amendments have been made to ensure the accessibility of tourism industry sites for people with disabilities? Which Russian regions have already had success in creating and adapting tourist routes for people with disabilities? How are tour operators and the hospitality sector introducing barrier-free environments and developing national tourist routes for people with disabilities?
Moderator
Executive Director, Association of Tour Operators of Russia (ATOR)
Speaker
Director of the Department for the Implementation of Tourism Projects, Ministry of Economic Development of the Russian Federation
Corporate Relations Director, Aviasales
Minister of Culture and Tourism of the Kaliningrad region
Executive Director, TariTour Group of Companies
11 June 2026 |
10:00 - 11:00
Moscow, VDNH, Pavilion 19 ATOM Museum,, Conference Hall, -2nd floor
Tourism Information Centres as Key Elements of Hospitality Infrastructure
11 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
Discover Russia: New Tourism Products for International Audiences and Innovative Promotion Strategies
A universal approach to promoting tourism helps showcase the diversity of Russia’s regions through imagery that resonates with an international audience and is both easy to grasp and memorable. The selection of unique routes tailored to the specific nuances of various foreign markets enable the country’s regions – from Kamchatka and Baikal to Udmurtia and the Vladimir Region – to become instantly recognizable and memorable to international visitors, thereby strengthening their presence on the global stage. How do the regions function within the Discover Russia ecosystem? What marketing tools help convey the unique cultural features of these regions in a way that is clear to everyone?
Moderator
Deputy Minister Economic Development of the Russian Federation
Speaker
Deputy CEO for International Relations and Tourism, Rosa Khutor
President, Cosmos Hotel Group
Deputy Director General, Center for Strategic Research Foundation
11 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 1, 1st floor
11 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
Formula for a Tourism Boom: How Event Tourism Is Turning Regions into Audience Magnets and Creating New Markets
How does a region with no distinct tourism identity become a leader in business tourism? Using the Sverdlovsk Region as an example, experts will break down the formula for transforming a destination into a major attraction point. Participants will learn about the ‘event economics calculator’ and tools for attracting different events and promoting ‘bleisure’ travel, when business travellers extend their trips to include the weekend. There will be a special focus on international best practices and the presentation on the 2026 Youth Festival. The session will examine case studies, industry trends, and creative venues, and find an answer to the key question: what is the return on each rouble of government investment?
11 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
Tourism Workforce 2030: In-Demand Professions and Skills of the Future
Forecasts for the coming decades predict exponential growth in the tourism and hospitality industry, as well as increased investment in the experience economy. The requirements for the new professional roles and key skills of the workforce in this industry will define its future landscape and determine its appeal both domestically and internationally. Looking at the projected workforce needs leading up to 2030, business leaders, industry experts, and heads of government and educational institutions will discuss the landscape of future professions and the demands for specialists. These professionals will be instrumental in ensuring high service standards, creating new types of services, introducing systemic digitalization, and ultimately driving the exponential growth of the tourism and hospitality sector. Which professions of the future will determine the success of the tourism business over the next five to 10 years? Which soft skills and digital expertise are becoming indispensable for the professional development of specialists working in the tourism and hospitality market today? How can businesses and educational institutions establish partnerships to bridge the gap between the theoretical training and practical skills that employees must have?
Moderator
Director, Federal Resource Centre for the Training of Tourism and Hospitality Industry Workers, Russian State University of Tourism and Service
Speaker
President, Cosmos Hotel Group
Director of the Department for the Implementation of Tourism Projects, Ministry of Economic Development of the Russian Federation
11 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
The United Caucasus: What Unites Us in the Eyes of Tourists
Today, each region in the North Caucasus Federal District has its own distinct strategy for promoting itself on the tourism market, complete with its own branding and associated stereotypes. However, studies show that tourists rarely travel specifically to a single republic in the region. Instead, people go ‘to the Caucasus’ as a whole. The goal of this discussion is to determine how this collective puzzle should be assembled and which elements should be drawn from tradition and which ones from modernity.
Moderator
Deputy General Director, Kavkaz.RF
11 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 55 Roscongress,, Business zone, 2nd floor
TOURISM.RF Investment Project Pitch Session
This investment project pitch session will provide a platform for a professional dialogue about the development of tourism infrastructure and new funding opportunities. The initiators of these projects will have the opportunity to briefly present their proposals to a specialized audience comprised of representatives of banks and financial institutions, private and institutional investors, leaders in the tourism industry and related sectors, as well as federal and regional government officials.
11 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
New Tourism Clusters in the Russian Arctic: Investment, Infrastructure, and Logistics
The Russian Arctic is becoming a priority for the development of tourism. Growing interest in Russia’s northern routes requires the creation of new tourism clusters that are supported by modern infrastructure and logistics, as well as clear guidelines for investors. Ski resorts, year-round recreational bases, glamping sites, and integrated tourism and recreation zones all linked to key airports, seaports, and roads are actively being developed despite the harsh climatic conditions of the Arctic region. How can we integrate natural, cultural, and industrial sites into cohesive travel itineraries without harming the environment, and how can we use state support measures and the special regulatory regimes of the Arctic Zone to mitigate risks and attract investment from both major corporations and local small businesses. Which solutions have already proven the most effective in the Arctic regions? How can business, the government, and local communities join efforts to ensure the sustainable development of tourism? What new partnership models could serve as drivers of growth in the Arctic?
Moderator
Chief Editor, Expert
Speaker
Director of Partner Communications Development, Tutu Travel Service
Managing Director, Gazprombank-Infrastructure Holding
Governor of Murmansk Region
Front row participant
Minister of Tourism of the Komi Republic
11 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
The Off-Season: Smoothing Out the Tourist Flow
According to Aviasales, some 40% of flights within Russia occur during the traditional peak travel months of June to September. For the rest of the year, every region has months when trips drop below the average of 8.3% per month – the local off-season. New tools are needed to stimulate tourist flows during these periods. How can the federal government help distribute tourist flows more evenly across the year? What can businesses do to help? Which regions have already managed to address the off-season issue?
Moderator
Corporate Relations Director, Aviasales
11 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
New Trends in Industrial Tourism as a Tool for Regional Socioeconomic Development
Industrial tourism is emerging as a powerful tool for territorial development in Russia’s regions: tours of industrial facilities introduce people to real-world manufacturing environments, life in the regions, and career opportunities, and some of these visitors later return – this time as employees or investors. Today, industrial sites are turning into more than just tourist attractions; they are becoming platforms for career guidance, workforce development, business and international tourism, internships, and the exchange of expertise. Corporations are launching their own tours, while businesses are establishing visitor centres, showrooms, and lecture halls, as they leverage industrial tourism as a tool to promote their brands, showcase technologies, and attract investment to the region. How has industrial tourism evolved in recent years, and why has it become a strategic tool for regional development today? What makes industrial tourism such an effective mechanism for career guidance and talent acquisition? Which new formats are superseding traditional industrial tours: business tourism, international delegations, internships, and educational tracks? Which of these approaches are truly delivering results? How is industrial tourism expanding beyond the confines of the factory floor, serving as a catalyst for the creation of visitor centres, showrooms, and lecture halls, and generating its own unique business and tourism events? What are the initial successes and future prospects for utilizing industrial tourism as a mechanism to promote a region’s investment potential, both among domestic stakeholders and to Russia’s international partners?
Moderator
Chief Executive Officer, MICE Market
11 June 2026 |
14:00 - 14:45
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
Creating a Unique Experience: Who Helps Regions Discover Their Identity?
Individual regions create strong tourism identities as a result of systematic collaboration among diverse teams. A territory’s ability to clearly formulate its identity and transform it into a competitive tourism offering is contingent on researchers, specialized expert centres, designers, architects, marketing specialists, tourism development teams, and proactive residents. This collaborative effort helps to build an integrated ‘analysis – identity – environment – product’ framework in which a region ceases to be merely a collection of isolated sites and evolves into a carefully calibrated, cohesive proposition. Who actually determines how regional identity is formulated and communicated today: government bodies, expert organizations, creative agencies, or local communities? How can we create a manageable process to ensure that research, community engagement, urban development, and brand creation do not diverge into separate, disconnected focuses? Which approaches consistently yield sustainable results: growth in tourism demand, business development, or increased resident involvement? How can we structure this system of interaction to ensure that a region’s strong identity serves to bolster its tourism industry, economy, and long-term image, rather than merely becoming a one-off marketing campaign?
Speaker
Director of Partner Communications Development, Tutu Travel Service
Design Director and Project Manager, Moscow Design Lab
11 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
Pilgrimage Routes: The Present and Future of Religious Tourism
Pilgrimage trips are evolving from a niche segment into one of the most rapidly developing sectors of domestic tourism. Journeys to holy sites are increasingly combining spiritual significance with the exploration of cultural and historical heritage, while also providing support to local communities. Religious tourism helps small towns, monasteries, and temples develop infrastructure, create new services, and generate employment opportunities. However, it also demands a particular sensitivity, specifically an understanding of the distinctions between pilgrimages and standard sightseeing tours, the training of professional guides and pilgrimage services, and the design of itineraries that demonstrate respect for tradition and the demands of believers.
Moderator
Speaker
President, Cosmos Hotel Group
Head of the Pskov Metropolitanate; ruling bishop
11 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
State Standards for Growth: Quality Benchmarks for Tourism Infrastructure
After recently updating regulatory requirements for the tourism industry, Russia is now paying particular attention to its system of national standards. It is examining the drafting, approval, and introduction of national standards in the tourism sector, including a review of new regulatory documents, the experience of putting them into practical application, real-world case studies of their successful introduction, and an assessment of the effectiveness of measures aimed at enhancing service quality. The discussion will also explore new trends in standardization that are boosting the competitiveness of Russian tourism products by prioritizing service quality and safety, reducing business costs, and adapting infrastructure to meet the needs of international tourists. What have been some of the initial results of introducing new state standards in tourism, and what are some concrete examples of their successful practical application? What methodologies help to evaluate the effectiveness of initiatives designed to improve service quality? What innovative solutions and promising initiatives are shaping the future of national standards within the tourism industry?
Speaker
Head, Hajj and Umrah Department, Central Spiritual Administration of Muslims of Russia
11 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Partnerships Driving Growth: Technology, Business, Marketing, and Values
The Russian tourism market is undergoing a period of rapid growth: domestic demand is on the rise, new destinations are emerging, and tourist behaviour is changing. Competition is giving way to cooperation, and the partnerships among travel market participants, the government, and related industries are becoming the primary driving force on the market. This session brings together key industry players for a candid dialogue about how partnerships function in practice, what barriers hinder their development, and what steps need to be taken to jointly create a product that meets the actual needs of travellers across Russia, boost demand, expand opportunities, and enhance the overall appeal of domestic tourism. What does an effective partnership in the tourism sector look like today? What truly works in practice, and what remains merely nominal? What barriers are preventing deeper integration among market participants, and how can they be overcome? How can the government create conditions that are conducive to partnerships? What is the primary business incentive for cultivating such relationships? What does the modern traveller need and to what extent do existing partnerships actually meet these demands? What less obvious partnerships does the market currently need? How are collaborative efforts in regional tourism helping to open up destinations that are not yet in mass demand? Technological integration: how prepared are market players for data exchange and the development of unified digital products?
Moderator
Member, Expert Council, Committee on Tourism Infrastructure Development, State Duma of the Russian Federation
Speaker
Marketing and E-Commerce Director, FUN&SUN
Sales Director, S7 Airlines
Managing Partner, Alliance Hotel Management
Member of the Board of Directors, Tutu Travel Service
CEO, Grand Service Express
CEO, RZD Digital Passenger Solutions
11 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Conference Hall, -2nd floor
11 June 2026 |
14:45 - 15:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
Practical Seminar on Building Creative Management Teams for Russia’s Regions
The seminar will examine how collaboration between business and government can transform disparate projects and initiatives into a recognizable regional brand, a vibrant ecosystem, and tourism infrastructure that drives economic growth. Participants will explore global trends in the experience economy and key focuses for management teams. Most importantly, they will acquire a ready-to-use tool that can rapidly assess the state of their own region. Together, they will outline a roadmap for their initial steps and determine exactly where to begin in order to construct a development model that is tailored to their specific objectives, rather than simply replicating solutions devised by others.
11 June 2026 |
16:00 - 17:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
Digital Diplomacy in Tourism: Soft Power, Technology, and Cultural Codes
Digital diplomacy is emerging as a new focus in the development of international tourism. Tourism platforms, immersive technologies, and national cultural codes are turning into instruments of soft power. How are digital services shaping Russia’s image abroad, attracting international audiences, and boosting loyalty toward national projects? How do digital platforms, including marketplaces, social media, and AI-driven services, influence international tourist flows and a country’s image? What are some effective diplomatic tools in the travel sector today? How can the government, digital technology companies, and the tourism industry synchronize their efforts to bolster tourism diplomacy? How can we safeguard tourists in the digital age? What skills do specialists need to advance digital diplomacy in the tourism sector?
Moderator
Director General, ATOM Museum at VDNKh
11 June 2026 |
16:00 - 17:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
The Golden Ring’s Golden Age: Uniting Business, Regions, and Tourism behind a Strong Brand
Developing domestic tourism is a priority area of state policy. The Golden Ring route for tourists that unites regions of Central Russia is one of the country’s most recognizable brands, bringing together the regions of Central Russia. In 2027, the route will celebrate its 60th anniversary. Today, a new task lies ahead: to create a unified tourist space and unlock the route’s potential through modern formats and partnerships. How can the Golden Ring route be turned into an open platform for partnerships between regions and business? Which cooperation models are already working and can be scaled up? Which projects could become growth drivers in the coming years?
Moderator
General Director, Center for Strategic Research Foundation
Speaker
Product Director, Yandex.Travel
Director General, ANO «CRCT»
11 June 2026 |
16:00 - 17:30
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
Unified Hospitality Standards for Business Tourism: The Key to Sustainable Growth in the Industry
Business tourism is a rapidly growing market with turnover exceeding RUB 1.1 trillion. The competitiveness of business tourism in the regions is dictated by the quality of service and infrastructure available to business travellers. As customer expectations shift, unified hospitality standards within the business tourism segment have become a particularly important issue. To what extent does the current hospitality industry meet modern standards for business tourism? Why is it crucial to establish unified hospitality standards for business travel? How can we craft an appealing offering for business travellers? Investing in business tourism – from infrastructure to customer experience – is the formula for successful regional development.
Moderator
Managing Director, Aeroclub Group
Speaker
Vice President, Russian Union of Tourism Industry (PCT)
First Deputy Chief of Staff of the Mayor and the Government of Moscow; Chairman, Tourism Committee of the City of Moscow
11 June 2026 |
16:00 - 17:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Tourism of National Importance: The Strategic Potential of International Cooperation
Today, tourism is an instrument of geopolitical influence, economic diplomacy, and cultural integration. Given the current global challenges and shifting tourism patterns, it has become particularly important for nations interested in developing sustainable, mutually beneficial, and secure routes to engage in a direct dialogue.
11 June 2026 |
16:00 - 17:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Conference Hall, -2nd floor
Time to Get Acquainted: How to Promote Domestic Wine through Russian Winemaking and Tourism Centres
Winemaking, hospitality, and regional development all converge at a single point: wine tourism. For many wineries, wine tourism has become a source of revenue, while for the country’s regions, it is a way to highlight their unique identity. To ensure continued growth, Russia needs to eliminate legal and infrastructural barriers, intensify collaboration with the tourism industry, and expand international cooperation, including the establishment of robust ties and the implementation of joint projects within BRICS framework, which is becoming particularly important given the ever-changing domestic landscape.
How important is wine tourism to the economic viability of wineries and the development of wine-producing regions? What is the current geography of wine tourism like in Russia, and what role do regional initiatives play in shaping it? What steps are needed to more effectively integrate wine tourism sites into well-established travel itineraries and tourism products? What legal and infrastructural constraints are currently hindering the creation and development of wine tourism sites? What potential does international cooperation hold for promoting Russian wine tourism, particularly within BRICS?
How important is wine tourism to the economic viability of wineries and the development of wine-producing regions? What is the current geography of wine tourism like in Russia, and what role do regional initiatives play in shaping it? What steps are needed to more effectively integrate wine tourism sites into well-established travel itineraries and tourism products? What legal and infrastructural constraints are currently hindering the creation and development of wine tourism sites? What potential does international cooperation hold for promoting Russian wine tourism, particularly within BRICS?
Moderator
Deputy Executive Director, Association of Winegrowers and Winemakers of Russia
Speaker
Chairperson of the Board, Association of Winegrowers and Winemakers of Russia
Restaurateur; Founder, Hurma Group of Companies
President and Chairman of the Board of Directors, Abrau-Durso
President, Russian Union of Travel Industry; General Director, National tour operator “Alean”
11 June 2026 |
16:00 - 16:45
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
Session on the activities of tour and interpreter guides
Guided tours are undergoing a major makeover and becoming much more than traditional sightseeing itineraries. For numerous citizens and travellers alike, tours have become a deliberate way to spend time, gain a deeper understanding of the place they inhabit or visit, and experience new emotions. Tourists themselves are also evolving: expectations are becoming more specific, and there is a growing interest in thematic itineraries, local narratives, and unique, author-driven perspectives on a city and its culture. Guided tours are evolving into a full-fledged tourism product where every element matters: the narrative script, depth of content, emotional tone, safety, service quality, as well as the ability to establish a presence in the media landscape. A guide’s personality, expertise, communication style, and capacity to build trust is having a greater influence on a traveller’s route choice – often just as much as the brand reputation of the actual city or museum. This all raises some increasingly pertinent questions: what real-world challenges do tour and interpreter guides face today? How has the modern tourist changed, and what do they truly expect from a guided tour? Which formats and thematic focuses will shape the future of the market? How can AI and emerging technologies assist in this work and, conversely, where is it essential to preserve a unique human voice? Finally, what steps need to be taken right now to ensure that the tour guide profession remains in demand, respected, and sustainable in the long term?
11 June 2026 |
16:45 - 17:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
A Second Life: The Revitalization of Industrial Zones
The revitalization of industrial zones offers these territories a chance at a second life that avoids their demolition and the loss of industrial heritage. Abandoned factories and warehouses are being transformed into creative clusters, cultural centres, public spaces, and mixed-use complexes with offices, hotels, eateries, and event spaces. It is essential to not only restore the buildings themselves, but to also endow them with a clear function, a user-friendly environment, convenient transport accessibility, and a rich programme of activities ranging from festivals and exhibitions to educational initiatives and tourism products. This session explores how industrial sites are becoming new points of attraction for both residents and visitors, and also examines the partnerships between cities, businesses, and local communities that are crucial to ensuring the long-term sustainability of such projects, both economically and in terms of their substance.
12 June 2026 |
09:00 - 13:00
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
Modern Tourism and Connectivity of APEC Economies
Moderator
Speaker
First Deputy Minister of Economic Development and External Relations of the Amur Region
Project Director, Rostelecom
Associate professor, Politeknik Pariwisata Makassar, Poltekpar)
Chief Technology Officer, Tourism Authority of Thailand
Director, Russian branch of Woori Media&Culture
12 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
Keep Your Loved Ones Near: Travelling as a Family
As we often do with so many wonderful moments, we naturally want to share our vacations with our loved ones. However, family members often have differing views on what constitutes a good vacation. As a result, special attention must be paid to family travel when selecting itineraries, entertainment programmes, and accommodation. How can you reconcile one family member’s dream of a museum-hopping marathon with another’s desire to simply lounge on the beach 24/7? Is there a universal itinerary-preparing formula for families with children of varying ages? And for the many people who basically view their pets as family members, what travel options are available for those who wish to bring their pets along?
12 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Brave New World: Media Content as a Tool for Enhancing Regional Tourism Appeal
Each region of Russia is unique, and it is crucial to find effective ways to convey this uniqueness to potential tourists. To this end, regional promotion strategies are increasingly being structured around compelling media content produced by bloggers or ordinary travellers who share their personal impressions, historical insight, intriguing itineraries, and opportunities available to visitors. How can we develop content strategies to create a cohesive image of a region and ensure people actually visit it as opposed to merely generating views? Which formats and platforms are currently most effective for promoting tourism, and how can the government, business, and creative teams combine their efforts to ensure that media activity serves the shared goals of developing a particular destination?
Moderator
Journalist, Anchor; Head, PR Agency MSPR; project author, "We and Them"
Speaker
Director of Communications Department, Kavkaz.RF
Head, Autonomous Nonprofit Organization «Hospitality Workshop»
General Director, Directorate of the World Youth Festival
Head of the Producer Center Development Department, Insight People
Blogger, Journalist
Front row participant
Marketing Director, Russian Traveler magazine
12 June 2026 |
10:00 - 11:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Conference Hall, -2nd floor
Medical Tourism: What Russia Can Offer International Tourists
Medical tourism is one of the most promising segments of inbound travel to Russia: foreign patients come to the country seeking high- tech medical care and rehabilitation at costs significantly lower than comparable offerings in Europe and Asia. Russia offers consultations and treatment from leading oncology, cardiology, ophthalmology, and reproductive medicine specialists, as well as comprehensive treatment and leisure programmes at resorts along the Black Sea coast, in the Caucasus Mineral Waters region, and other parts of Russia. These offerings are complemented by turnkey services ranging from online consultations and document processing to airport transfers, accommodation, and multilingual personal assistance. What are the most popular medical services for foreigners travelling to Russia? What distinguishes medical tourism from recreational tourism? Which regions receive the most medical tourists?
Moderator
Anchor
Speaker
Head, Preventive Medicine Department, Atlas Clinic Network
Head, Institute of Regenerative and Translational Medicine, National Medical Research Centre for Rehabilitation and Balneology of the Ministry of Health of the Russian Federation
Head, Pelvis Joint Surgery Centre
Director, National Medical Research Centre for Rehabilitation and Balneology, Ministry of Health of the Russian Federation
Head, Hotel Real Estate Department, Rosa Khutor
Director of Marketing, European Medical Center
12 June 2026 |
10:30 - 11:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
Speaker
CEO, Batanov CG
12 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Conference Hall, -2nd floor
Popular Science Tourism: Where Science Meets Adventure
Popular science tourism is a travel format that combines leisure with the immersive exploration of modern science. It consists of trips to research centres, museums, natural landscapes, and technology parks, with interactive programmes, lectures, observations, and experiments that enrich these journeys. Which formats of popular science tourism are most effective at engaging both local residents and visitors to a particular region? How can we foster collaboration among scientific organizations, the tourism industry, and the educational sector to create sustainable popular science programmes? What promotional tools could help make popular science tourism recognizable and appealing to a diverse target audience?
Moderator
Director General, ATOM Museum at VDNKh
Speaker
Deputy Director, Center for Support of Initiatives of the Decade of Science and Technology, MISIS University of Science and Technology
12 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 55 Roscongress,, Conference hall 2, 3rd floor
Ecotourism: Russia’s Calling Card
For Russia, with all its natural diversity, nature reserves, and cultural heritage, ecotourism offers new opportunities to promote the country on the international tourism market. How can we manage the follow of visitors to ensure that natural territories are preserved, while simultaneously fostering the development of high-quality tourism products? Which partnership models between the government, business, and conservation organizations are the most effective? Which itinerary formats successfully combine memorable experiences for tourists with a responsible, conservation-minded approach to nature? How can we get local communities more involved and support the grassroots development of ecotourism? Which international best practices could be successfully adapted to Russia’s situation? How can we create and promote regional brands rooted in natural heritage values?
Moderator
President, National Hospitality Industry Union
Speaker
Director of the Department for the Implementation of Tourism Projects, Ministry of Economic Development of the Russian Federation
Director, Department for State Policy and Regulation of Specially Protected Natural Territories
Chief Executive Officer, Center for Arctic Initiatives
Deputy General Director, Kavkaz.RF
Minister of Tourism of Khabarovsk Krai
12 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
Youth Plenary Session: Who Wants to Be a Traveler?
For young people, travelling within Russia is becoming a means of self-expression, civic development, and fostering a patriotic attitude toward their country. Which destinations and travel formats offer fresh perspectives on the history and culture of Russia’s regions? Which programmes and state support measures make such trips more accessible? And how is a culture of independent, mindful travel being cultivated in Russia? What tools and programmes currently support youth travel, and what elements is this system still lacking? How can travel be used to foster respect for a country’s cultural diversity and a sense of responsibility toward its heritage? Which practices that are being implemented by schools, universities, civic organizations, and businesses are most effective in terms of motivating young people to travel and shaping their values and cultural code?
Moderator
Stand-up Comedian
Speaker
Head, Federal Agency for Youth Affairs (Rosmolodezh)
Front row participant
Governor of the Smolensk Region
12 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
Film Tourism: Tracing the Footsteps of Our Favourite Movie Characters
Film tourism is transforming popular movies and TV series into a full-fledged driver for travel: people visit specific cities and regions to see the same courtyards, waterfronts, train stations, and natural landscapes they recognize from the screen. In recent years, Russia has seen the emergence of specialized ‘film itineraries’ and ‘film maps’ that pinpoint filming locations, thematic tours, festivals, and urban events linked to people’s beloved characters and storylines. This serves as a promotional tool for these regions: cinema boosts awareness, helps shape a new image for a city, and can transform filming sites into key attractions around which tourist routes, services, and infrastructure are developed.
Moderator
Deputy Director of the Tourism Center, Center for Strategic Research Foundation; Vice President, National Union of the Hospitality Industry
12 June 2026 |
12:00 - 13:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
Moderator
Director of Branches in the Central Federal District, Southern Federal District, and North Caucasus Federal District, HeadHunter
12 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Conference Hall, -2nd floor
The Magic Pot: The Unique Flavours of National Gastrotourism
Russian culture is inextricably linked to the country’s gastronomy, and the rich culinary traditions of its various regions offer tourists a ‘delicious’ way to experience the country’s culture. A journey through Russia extends beyond merely visiting well-known landmarks; it also involves tasting local products and traditional national dishes. How can local restaurants, farms, and producers be integrated into gastronomic itineraries specifically designed for tourists? How can the regions preserve the authentic flavours of their cuisine while simultaneously ensuring a high level of service and comfort for guests? What promotional strategies could help transform gastronomic tourism in Russia into an exciting and popular travel destination?
Moderator
Author of the Federal Project "Gastronomic Map of Russia", Curator of the House of Russian Kitchens at VDNKh
12 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
12 June 2026 |
14:00 - 15:00
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
Science Museums as Anchor Tourism Attractions
Science museums and educational centres are turning into anchor attractions that drive tourist traffic within their regions. How are volcano museums, botanical gardens, university campuses, and technology hubs attracting travellers? What factors make a science museum or centre stand out as an anchor attraction that can generate regional tourism flows? How can scientific accuracy be effectively combined with interactivity and the entertainment component? What role do universities and scientific and educational centres play in developing science tourism? How do private science museums compete with public institutions and find models for sustainable growth? What support measures are needed to help create and promote regional science museum projects?
Moderator
Director General, ATOM Museum at VDNKh
Speaker
Director, N.A. Avrorin Polar-Alpine Botanical Garden-Institute – a separate division of the Federal Research Center "Kola Science Center" of the Russian Academy of Sciences
Rector, Innopolis University; Head of the Laboratory of Mathematical Foundations of Optimization, Moscow Institute of Physics and Technology (National Research University)
Acting Rector, Vitus Bering Kamchatka State University; Founder, Total Dictation Foundation
Volcanologist; Founder, Vulcanarium Museum
12 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 19 ATOM Museum,, Lecture Hall, 1st floor
The ‘More Than a Trip’ Academy: Knowledge That Guides You toward an Amazing Future
12 June 2026 |
14:00 - 15:30
Moscow, VDNH, Pavilion 'Kosmos',, Conference Hall, 2nd floor
National tourism routes in Russia are turning into a gold standard for travel: they are ready-made, tested product chains that simultaneously promote specific regions and set a benchmark for quality across the entire market. These routes are built around a powerful idea and mission. They undergo a rigorous selection process based on how well people know them, how frequently they are used, and whether or not they are complete and comply with national service standards. Upon selection, they are granted federal status and receive promotional support – from established iconic routes like the Golden Ring and the Silver Ring to new thematic ones connecting historic cities. What boxes must a national tourism route check on its journey from initial concept to international recognition? How are a route’s brand and the narrative surrounding it crafted to ensure they resonate with and appeal to diverse target audiences? What criteria must regions and businesses meet to qualify for federal status and inclusion in the national showcase of tourism routes?
Moderator
Head, Tourism Development Centre
Speaker
Head of the Pskov Metropolitanate; ruling bishop
12 June 2026 |
15:00 - 16:15
Moscow, VDNH, Pavilion 19 ATOM Museum,, Atomarium, 3rd floor
The Tourism Code of Atomic Cities and Restricted Territories
Restricted-access territories and atomic cities have a unique cultural, historical, and technological heritage. How can their closed nature be transformed into an advantage? How can tourism be developed in cities with special access restrictions?
Moderator
Director General, ATOM Museum at VDNKh
Speaker
Head of the city of Glazov, Udmurt Republic
Head of the city of Sarov
12 June 2026 |
16:00 - 17:30
Moscow, VDNH, Pavilion 55 Roscongress,, Plenary Hall, 1st floor
