Business Programme

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?

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.

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?

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?

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.

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?

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?

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.