Making tourism more accessible is one of the top priorities of Russia’s state policy. The government is adopting new legislative measures at the federal level to establish accessibility requirements for hotels, beaches, and other tourism facilities, providing support for regional projects aimed at adapting infrastructure and services, introducing standards for barrier-free environments, and providing specialized training to tourism industry workers. Which components of an accessible environment and services should be enshrined as a mandatory standard for every tourist destination? How can the government, businesses, and non-profits collaborate to ensure the consistent development of inclusive tourism and its expansion into new territories? Which support measures could help scale up the most successful regional practices and become the norm, thereby enabling people with disabilities and citizens with reduced mobility to travel in comfort?

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?

Given the new economic and social conditions, the Silver Ring of Russia, an interregional tourist project to create and maintain numerous routes passing through ancient Russian regions and settlements, is seeking fresh approaches, with an emphasis on revitalizing tourism products, raising awareness about the Silver Ring, and enhancing the quality of services and infrastructure. How can we harmonize the sustainable development of regions with new tourism offerings so as to preserve the authenticity of the cities and routes on tourism itineraries? What promotional tools and communication formats with tourists could help to reveal the Silver Ring brand in a new light and make the route more recognizable? How can infrastructure and services be modernized across the Northwest regions to generate the greatest impact for local communities and economies, thereby reinforcing the project’s role as a driver of regional development?

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?

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?

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?

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?

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?

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?

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.

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?

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?

Companies are increasingly dealing with a shortage of specialists who simultaneously have expertise in modern technologies, understand business operations, and are willing to continuously acquire new knowledge. In response to this demand, universities and the regional authorities are establishing competence centres – platforms that bring together employers seeking talent and educational institutions. These centres compile competency profiles tailored to specific real-world projects, base training around current technologies and infrastructure, launch retraining and mentorship programmes, and provide hands-on training designed to meet the specific needs of individual employers.
Which fields of study are currently in highest demand within the tourism industry? How can we bolster the link between educational programmes and the actual needs of employers?

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.

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?

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?

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?

Water tourism in Russia is undergoing a renaissance: river cruises are turning into full-fledged journeys, while expectations for onboard service are steadily on the rise. How have perceptions of vacations on the water changed, and to what extent are they consistent with reality? Is the docking infrastructure prepared to handle this increased demand? Which cruise itineraries have the potential to become major draws for tourists? And how do these cruises impact the riverside cities situated along their routes?

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.

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?

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?

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.

There is something uniquely romantic about travelling by train in Russia: the rhythmic clickety-clack of the wheels, the clinking of a glass of tea in its metal holder, and the whole country rushing by outside the window. Tourist trains enhance this experience and offer a fresh perspective on the country by combining transportation, accommodation, and a sightseeing programme.

How is train travel across Russia evolving, and why are more and more people becoming interested in it today?
How are new railway routes for tourists created, and what role do Russian Railways and the various regions play in this process?
In what ways can train travel be more convenient for exploring the country, and does it help alleviate road congestion and extend the travel season?

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?

Developing domestic tourism is a priority focus of Russia’s state policy. The Golden Ring route for tourists that unites regions of Central Russia is one of the country’s most recognizable brands. In 2027, the route will celebrate its 60th anniversary. What steps are needed to revitalize and relaunch the Golden Ring project in light of modern market demands? How can the regional authorities, business sector, and federal agencies coordinate their efforts to create a cohesive tourism product?
What new promotional formats and destination management tools will help fully unlock the potential of the Golden Ring route?
How can this milestone anniversary serve as a catalyst for growth within Russia’s entire system of cultural and educational tourism?

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?

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?

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?

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?

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.

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?

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.