Travel that Inspires: How to Create an Attractive Image of Russia Abroad

Tourism is the best way for Russia to demonstrate its openness to the world. For the second year, Russia has been carrying out work in other countries to promote itself as a tourist destination under the Discover Russia brand. In 2024, Russian regions began shaping their identity and studying the needs of a specific target foreign audience. At the same time, work is underway to improve infrastructure for receiving guests from other countries. Tourists should be surrounded by a comfortable environment throughout the entire trip, including the availability of information about travel around the country, convenient logistics, and a high level of service. Another key aspect is the preparation of personalized offers that leave an unforgettable impression and will make tourists keep coming back to the country. What initiatives are representatives of Russia’s target countries proposing for their part? What should be the basis for marketing tourist destinations at the global level?