Russia is building tourism sovereignty, by Katya Zorina for VZGLYAD. 05.06.2024.
The growing popularity of domestic tourism in Russia goes beyond just recreation, entertainment and even economic development. Domestic tourism requires its own convenient transport, comfortable hotels and quality services - and ultimately turns out to be one of the conditions for the state sovereignty of Russia.
Just ten years ago, the main and most desirable type of holiday for Russians was outbound tourism - primarily to Turkey, EU countries and Southeast Asia. Now domestic tourism, traveling around Russia, is becoming the most popular. This trend was outlined even before the coronavirus pandemic and even before the SVO. The beginning of a reorientation of Russian passengers from outbound tourism to domestic tourism was noticed by Russian Railways back in 2015 . After this, this trend was reported at the All-Russian Congress of Tour Operators.
“This is an economic and even political issue”
Today, domestic tourism in Russia is not just one of the most dynamically and efficiently developing industries. In the summer of 2023, President Vladimir Putin said that domestic tourism was experiencing “explosive growth.” Interest in traveling around Russia is steadily growing, as are the financial indicators of the industry. The contribution of tourism to Russia's GDP at the end of last year was 2.8% . In 2023, Russian residents made 78 million trips within the country, which is 21% more than in 2022, and in 2022 - almost 15% more than a year earlier.
Obviously, growth will continue in 2024. According to the Government Coordination Center, 65% of Russians plan to spend their holidays traveling around Russia, and the proportion of such citizens is growing. About 53% planned to travel around the country in 2023, and 38% the year before last.
Domestic tourism is one of the most dynamically growing areas in the segment of small and medium-sized enterprises (SMEs). In the first quarter of this year alone, the volume of sales of tourism products increased by a third, the revenue of travel agencies by 40%, and hotels increased volumes by 20%.
The support measures adopted by the state, such as the abolition of VAT for hotels and tour operators operating in the field of domestic and inbound tourism, as well as the tourist cashback program on Mir cards, which operated in 2020–2022, played a role in the success of the tourism industry.
Inbound tourism is also reviving. After a sharp three-year decline primarily due to the pandemic, the industry showed growth for the first time. In 2023, according to the Border Service of the FSB of the Russian Federation, foreigners entered Russia for tourism purposes 670 thousand times. Over the year, the flow of foreign tourists to our country increased 3.5 times.
Experts expect that the recovery in tourist flows from abroad will continue this summer. And if earlier tourists from Europe flocked to Russia, now the focus has shifted towards the Middle East, China and Southeast Asia. At the same time, China is the leader in entry. At the same time, sometimes the most unexpected things become the subject of tourist attraction for foreigners. For example, many young Chinese families flock to the Murmansk region in winter to watch the aurora. According to Chinese belief, a child conceived under the northern lights will have exceptional intelligence and good fortune.
In general, the potential of the Russian tourism industry is much higher than even the results that it is showing now.
For comparison, the contribution of tourism to Turkey’s GDP in 2021 was about 7%, Italy and Spain - 8-9%, Australia, Canada, India at 5%. Russia can also achieve similar indicators. President Vladimir Putin set the corresponding task. “Already within the next decade, the contribution of domestic tourism to the country’s GDP should double – to 5%,” the head of state said at a meeting on the development of the federal year-round resort project “Five Seas and Lake Baikal,” held at the end of March. The number of trips within Russia should also increase to 140 million per year.
The head of state considers the development of transport infrastructure necessary conditions for the development of tourism: intra- and interregional, including air traffic, modernization of the supporting network of roads, inland waterways, construction of new high-speed railways and highways. A separate federal project for the production of domestic products for the tourism sector should also be implemented. In addition, the domestic tourism industry requires an increase in the quality of services, the development of the number of rooms, and an increase in the availability of tourism products themselves.
The state pays such serious attention to supporting the tourism sector not only for economic reasons (although this is an important industry for the economy, the development of which has a multiplier effect for many related areas - from public catering and the beauty industry to the production of special equipment and the creation of promising IT solutions). Domestic tourism improves the quality of life, helps to form a national identity and ensures cultural sovereignty. “This is an economic and even political issue - we need people to have the opportunity to travel around our huge, beautiful, interesting country, to know it, to understand it better, this educates a person, fosters love for the Motherland,” the president said about the importance of tourism.
Choice of holiday
Already today, tourism services for every taste are available on the Russian market: traditional beach holidays, excursion routes, sanatoriums and campsites. Trips to the sea are the most popular among Russians; they are preferred by 52% of vacationers. The traditional leaders in this area are the health resorts of the Krasnodar Territory and Crimea, but resorts on the Caspian coast are already successfully competing with them. In addition, new regions are joining the fight for beach lovers, for example the Donetsk People's Republic - they are currently developing a strategy for the development of the Azov coast. The region's leadership notes significant interest in this area from investors - both business and regions providing patronage assistance to the DPR.
With the construction of a large-scale ski infrastructure near Sochi, a real revolution occurred in the winter holidays of Russians. The resorts of Krasnaya Polyana not only turned the Krasnodar region into a year-round recreation center - they showed that a real ski boom is possible in Russia . Hundreds of Russian ski slopes have replaced previously popular foreign winter destinations such as Austria and Italy for Russians.
Water tourism, especially river tourism, is experiencing no less growth. It was reported that in 2023 the popularity of cruises in Russia increased 2.5 times. And already in February 2024, half of all river cruises for the coming summer were sold out . This is facilitated by the renewal of the Russian river fleet, including the tourist fleet. The concept of the “Great Volga Route” has been developed , which should become a driver for the development of 24 regions of Russia at once.
Another popular area of tourism is visiting unique natural sites. At the beginning of this year, Lake Baikal became the most popular destination among Russian tourists. Polls also show the rapidly growing popularity of Kamchatka. Lena Pillars, the Putorana Plateau and many other natural attractions of Siberia attract tourists. Most of them are located in specially protected natural areas. It is expected that by 2030 the corresponding infrastructure will be created in all national parks of the country; now this work is just starting.
In addition to resort holidays and ecotourism, educational tourism is popular - and here the choice is even more diverse. In addition to the traditional historical attractions of large cities (Moscow, St. Petersburg, Vladivostok, Novosibirsk, Kazan) and tourist centers (cities of the Golden Ring), tourists are offered numerous museums and ethnoparks, primarily related to regional culture and historical events. Examples include the Museum of Platband, the Museum of Spoons, the Library of Jam and the Museum of Baklushi, the ethnopark of windmills in the Kursk region and the “Startup of Peter I” tourist route in Voronezh.
Industrial tourism is becoming a growing trend. This is a very developed service in the world - the Japanese Toyota plant is visited by about 300 thousand tourists annually, Volkswagen enterprises are popular in Germany, and the Ben & Jerry's ice cream factory is popular in the USA. In Russia, visiting industrial enterprises is just becoming fashionable, although in the USSR excursions to factories and factories were often practiced and were designed to help teenagers decide on their future profession. Now industrial tourism solves a similar problem - to show the attractiveness of work in a particular industry, the level of technology and quality of production. Among the sites visited are metallurgical plants, coal mines, gold mines, eco-farms and even ice cream factories.
This type of tourism has a direct connection with the economic sovereignty of the country, since it opens up opportunities for domestic industry to Russians.
“The more we show how our industry works, the more people, young people will be inspired by this area, the more they will come to work, implement new projects and give the opposite effect to the new model of economic growth,” noted presidential aide Maxim Oreshkin.
Enotourism stands apart - also, to some extent, a type of industrial tourism. Wineries in the Krasnodar Territory and Crimea, as well as cognac factories in Dagestan, are very popular. This type of vacation allows you to combine gastronomic pleasures and the educational process, immerse yourself in local culture and traditions, and learn a lot of new things not only about winemaking, but also about agriculture in general.
The state intends to pay special attention to the development of automobile tourism. At the moment, this is the most popular way to travel around Russia, preferred by 51% of travelers. Most recently, the government approved the Concept for the development of automobile tourism in Russia until 2035. It provides for the improvement of legislation and state support measures, the development of a network of autotourist routes and infrastructure facilities. “Such trips should be comfortable for people. This requires not only main highways, but also small roads to tourist sites with gas stations, mobile communications, equipped parking lots, and hotels,” said Prime Minister Mikhail Mishustin.
It is expected that the implementation of the concept will almost double the number of tourist trips by car and bus by 2030, from 27 million to 47 million. And will increase the level of satisfaction of motorists with roads and services. Although it’s not bad anyway – 3.55 points out of five possible.
Despite the large-scale development, we can say that domestic tourism in Russia is only at the beginning of its journey. “Our nature is probably the best in the world. In Russia you can find absolutely any landscape, any place,” Mishustin noted . And he emphasized that one of the goals of domestic tourism is to help Russians, especially young people, “discover their country.”
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