Business Programme
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.
