Promoting Asian Tourist Destinations to Russian Travelers: How to Capture the Attention of Russians?
Russian tourists are increasingly finding Asia countries appealing, as the level of attraction grows each year. In fact, some countries have surpassed traditional leaders, such as Vietnam, which actively receives support from its government to boost tourist arrivals, particularly from Russia.
What exactly entices Russian tourists to these Asian destinations? How do these countries advertise and capture the interest of travelers from the Russian Federation who seek enjoyable vacations? To uncover the answers to these questions, explore the article on the Quarter Billion Agency Group blog.
The top five Asian countries favored by Russian tourists
Based on the statistics from the first nine months of 2017, compiled by the analytical agency TurStat, which specializes in researching the tourism and travel market in Russia and the CIS, the following are the top five Asian countries that attracted the highest number of Russian tourists:
- China: 1,478,000 (+25%)
- Thailand: 706,000 (+26%)
- Vietnam: 360,000 (+37%)
- Mongolia: 68,000 (+26%)
- Japan: 49,000 (+44%)
The percentage growth in the number of Russian tourists, indicated within parentheses, represents a comparison with the corresponding period in 2016.
Analysis of the tourism industry
Russian travelers visit Asia not only for leisure purposes but also for business reasons. The data presented on the following page clearly demonstrates that travel is frequently associated with business engagements.
Additional data suggests a rise in the number of young tourists, as well as an increase in family-oriented tourism.
The results of a public survey indicate that the majority of tourists have a preference for not utilizing the services of travel agencies.
In 2017, slightly less than half of the tourists opted not to utilize the services of travel agencies. However, experts predict that in 2018, a significant increase is expected, with approximately 80% of tourists choosing not to seek assistance from companies specializing in organizing tourism.
The absence of a visa requirement serves as an effective method to attract tourists from Russia
The attractiveness of numerous Asian countries among Russian tourists is significantly influenced by the absence of visa requirements.
Here is some information regarding visa requirements for Russian tourists in various Asian countries:
• In Vietnam, Russians can enter without a visa for up to 15 days, regardless of the purpose of their visit.
• Similarly, in Thailand, a visa is not required for tourism purposes if the stay does not exceed 30 days.
• Russian travelers can visit South Korea and Indonesia without a visa.
• Malaysia allows visa-free entry for Russians for up to 1 month.
Additionally, Russia has signed agreements for visa-free travel with other Asian countries including Cambodia, the Maldives, and the Philippines.
How does visa-free travel impact the tourist influx from Russia? The aversion of Russians towards paperwork and the intricate visa acquisition process contribute to this phenomenon. Consequently, when selecting a vacation destination, numerous individuals opt for countries where visas are not mandatory, thereby eliminating the necessity to undergo the laborious application procedure.
Strategies for enticing tourists to visit Asia through advertising
Asia, with its captivating cultural and historical heritage, exudes an undeniable exotic allure. This enchanting aspect of the region is consistently reflected in tourism advertising across every Asian country. These advertisements extensively promote guided excursions, highlighting the most popular attractions. Potential tourists are enticed by the opportunity to witness centuries-old history firsthand and indulge in the allure of beautiful beaches, tantalizing exotic cuisine, diving adventures, and other fascinating activities.
Television and internet advertising play a crucial role in visually showcasing the diverse offerings of each country. Viewers are captivated by the opulent locales, awe-inspiring natural beauty, and magnificent architectural landmarks. It’s worth noting that Russian tourists have grown increasingly discerning in recent times. Simple sightseeing trips are no longer their sole preference. Many now seek out extreme tours and experiences. As a result, advertisements that spotlight the thrilling possibilities for adventure in different countries tend to have a greater impact on this audience.
China and its tourist attractions
China has emerged as a highly fascinating destination in Asia for Russian tourists in recent times. As stated by the travelers themselves, this country is experiencing rapid growth and development. Apart from the customary sightseeing tours and exploring iconic landmarks like the Great Wall of China and museums, there is a rising trend among Russian visitors to engage in shopping sprees, embark on scenic river cruises, and partake in excursions to modern attractions within Chinese cities. Additionally, sampling traditional Chinese cuisine has become immensely popular among these tourists.
Alongside the burgeoning development of tourist destinations, there is currently a notable strengthening of partnerships between Chinese and Russian companies operating in the tourism industry. These companies actively exchange experiences and leverage each other’s resources to enhance the demand for their services, both from Russia to China and vice versa. This bolstering of ties has a positive impact on the growth of tourist influx in both directions.
Based on statistics compiled by TripAdvisor, the leading travel website worldwide, the following cities in China are more likely to be visited by Russians:
• Top recreational destinations: Hong Kong (34.1%), Beijing (15.7%), Sanya (14.8%).
• Primary business hubs: Beijing (19.4%), Hong Kong (17.5%), Shanghai (14%), Guangzhou (14%).
The aforementioned data are derived from an analysis of TripAdvisor reviews, incorporating feedback from Russian travelers during the initial months of 2017. However, it is important to note that the number of reviews by Russian tourists regarding China has significantly decreased since 2014. Nevertheless, in reality, the volume of tourist traffic from Russia to China has clearly not diminished, but has actually increased. This suggests that not all Russian travelers rely on the TripAdvisor platform for their travel information.
The enhancement of China’s appeal to Russian tourists is further bolstered by collaborative major events. Recently, from March 1 to 12, the Intourmarket – 2018 international exhibition took place in Russia, concurrent with the VI Summit of the Russian-Chinese Tourism Forum. This event attracted over a thousand enthusiastic participants and encompassed insightful discussions, including the possibility of visa-free travel between the Russian Federation and the People’s Republic of China.
According to Vadim Tylik, the head of the Quarter Billion Agency Group, China adopts a distinctive approach when it comes to promoting itself as a tourist destination. Instead of marketing the country as a whole, China focuses primarily on promoting specific regions, which is a sensible strategy considering its vast size. For instance, the Quarter Billion Agency Group works with the province of Qinhuangdao, which is promoted independently. Notably, other regions such as Sanya Island and the unique territory of Macao are also actively promoted as separate tourist destinations. Each region has its own dedicated department responsible for tourism development and a separate budget allocated to it. In contrast, many other Asian countries tend to brand and promote the country as a whole, such as Japan, Vietnam, and others.
Thailand Attractions
Thailand enthralls Russian tourists with its abundance of stunning beaches, picturesque coastline, vibrant nightlife, rich cultural landmarks, and tantalizing cuisine. The influx of Russian travelers to Thailand has been steadily increasing each year. According to statistics, Russian tourism to this captivating country has surged by 26% since 2016. Various factors contribute to this growth, including the expansion of direct regular flights and charter flights from Russia to Thailand in recent years.
Moreover, new and intriguing tourist destinations have emerged, capturing the interest of Russian visitors. One notable example is the rising popularity of “pilgrimage tourism,” which allows travelers to explore significant religious sites and attractions in the country. These destinations offer unique insights into the religious practices and heritage of Thailand.
It is noteworthy that the allure of Thailand as a tourist destination is continuously growing, owing to its extensive coverage of local attractions and travel recommendations on the internet, as well as the captivating events held within the country. YouTube, in particular, features numerous video advertisements showcasing beach vacations and other enticing tourist spots in Thailand. Additionally, many joyful travelers who have already experienced Thailand share their videos on this platform. This is unsurprising as the country’s exotic nature remains the primary reason for its appeal to Russian vacationers.
The Tourism Authority of Thailand has taken steps to cater to the Russian audience by establishing an optimized website and a Russian-language page on VKontakte, a popular Russian social media platform. Notably, not all countries adopt such an approach of providing interesting tourism information to Russians in a language they understand. The number of subscribers on the VKontakte page currently stands at 14,020 individuals.
A vibrant and user-friendly Facebook page dedicated to showcasing the sights and attractions of Thailand is also available. Its colorful design and content cater specifically to Russian audiences, providing a comprehensive overview of the country’s highlights. Remarkably, the page has amassed a substantial following, with 48,688 subscribers.
Although the Tourist Board of Thailand is still in the early stages of utilizing Instagram as a promotional platform, there is a presence on the platform that is gradually developing. However, YouTube offers a plethora of videos that allow Russians to explore the captivating beauty, vibrant tourist destinations, and other attractions of Thailand.
For those interested in visiting Pattaya, a dedicated video for tourists can be viewed at the following link: https://youtu.be/TbmJi5ct_RI.
You can find a captivating video showcasing wedding tourism in Thailand at the following link: https://youtu.be/g4cfvDz-Hro.
Japan: The Allure for Russians in the Land of the Rising Sun
In 2017, the appeal of Japan to Russian tourists experienced significant growth. Statistical data reveals that the number of Russians traveling to the Land of the Rising Sun doubled compared to the corresponding period in 2016. The majority of tourists visiting Japan originate from Moscow (37%), Vladivostok (32%), and St. Petersburg (20%). These findings were officially announced by the head of Biletix, a renowned online service catering to individuals seeking to organize trips abroad.
In 2017, the Eastern Economic Forum convened, where discussions centered around the potential construction of an automobile-railway connection from Hokkaido to Sakhalin. Deputy Prime Minister Igor Shuvalov revealed that a collaborative proposal had already been extended to Japanese counterparts, and Russia stands prepared to commence the project. However, Japan is currently evaluating the received proposal. These significant plans at the state level indicate a positive impact on increasing the tourist influx from Russia to Japan. Travelers will enjoy expanded opportunities to explore this incredible country, either by train or with their own vehicles.
To provide Russians with comprehensive information about tourism in Japan, the Japanese National Tourist Organization has curated a Russian-language website. Additionally, the organization manages a VKontakte group dedicated to Russian speakers, featuring descriptions of popular attractions. The group currently boasts 4,165 participants.
Malaysia offers an ideal destination for those seeking exotic vacations
Malaysia, an Asian country, entices Russian tourists with its abundant opportunities for beach getaways, diverse attractions, captivating excursions, vibrant entertainment, and exciting shopping experiences. It offers a remarkable fusion of exotic and modern lifestyles, exemplified by the architectural marvels in Kuala Lumpur. The country presents a range of island tourism options, catering to the recreational needs of Russians across various budgetary considerations.
Tourist organizers express a keen interest in welcoming Russian visitors. Despite being a Muslim country, Malaysia has successfully developed areas such as eco-tourism, although the promotion of certain forms of entertainment can be challenging. Additionally, Malaysia is often referred to as “Asia in one bottle,” highlighting its multinational nature and offering the chance to immerse oneself in the diverse cultures of various countries within its borders.
Recent statistics indicate a notable increase in the number of Russian tourists visiting Malaysia. According to the renowned msia.ru forum, during the first three months of 2017, over 24,000 Russians explored this exotic country, marking a 31% surge compared to the same period in 2016. These figures are quite impressive when compared to other destinations. Furthermore, Malaysian authorities are actively taking measures to boost the influx of Russian tourists, such as increasing the availability of direct flights from Russia. Notably, a significant milestone has been reached, as tourists from Russia no longer require visas to visit Malaysia.
To enhance the attractiveness of Malaysian tourism, the Tourist Information Center actively promotes the destination. They maintain a captivating Facebook group, featuring captivating videos and photos tailored for tourists. The group has amassed a substantial following, with 3,414,041 subscribers.
The YouTube channel boasts a substantial subscriber base of 15,666 individuals.
A multitude of videos is available, featuring vivid and colorful content.
Here is an enticing showcase of diving in Malaysia, complemented by captivating displays of various water attractions: https://youtu.be/f7bttd4VCgs.
Allow me to present another example – a captivating video showcasing the beauty and attractions of Pangkor Island: https://youtu.be/CfcoHjpIaZU.
Vietnam: Embracing the Surge in Tourism
Vietnam is renowned for its stunning yellow beaches, captivating culture, and captivating attractions. One of the most fascinating tourist sites in the country is the world’s longest cable car, which adds to its allure. Interfax statistics reveal that in the first 10 months of the previous year, Vietnam welcomed 360,000 Russian tourists, marking a significant 37 percent increase compared to the same period in 2016. Among the favored destinations, Nha Trang, the capital of Khanh Hoa province in central Vietnam, stood out as the most popular choice.
With the aim of reaching a target of 1 million Russian tourists per year by 2020, the Vietnamese authorities are taking proactive measures to enhance the country’s tourism promotion. A comprehensive program is being developed, placing emphasis on exploring new regions and fostering the growth of health tourism. In 2018, visitors were encouraged to explore Halong Bay, a UNESCO cultural heritage site. Exciting news surfaced regarding the Vietnamese Tourism Authority’s decision to organize over 100 events centered around the history and traditions of the region where Halong Bay is located.
Mongolia and its captivating tourist destinations
In recent years, Mongolia has emerged as a prominent player in the tourism industry, attracting a growing number of visitors. The influx of Russian tourists, in particular, witnessed a remarkable surge of over 25% in 2017. The appeal to Russian travelers stems from the allure of secluded Mongolian resorts and the rapid development of the country’s capital. Mongolia captivates visitors with its exotic natural landscapes and rich nomadic heritage that dates back centuries.
Notably, Mongolia’s authorities embarked on an ambitious mission about a year and a half ago to position the country as a global hub for nomadic tourism by 2030. As part of this vision, the goal is to reach 1 million tourists per year by 2020. Substantial efforts have already been undertaken, such as organizing the international forum “Tourism of Nomads” in conjunction with the conference on nomadic tourism and the development of cities along the Silk Road.
Mongolia’s strategic plans have already yielded positive results, leading to an increase in the number of tourists from Russia. Consequently, the country now boasts over 270 tour operators and more than 430 tourist bases, with nearly 400 hotels prepared to accommodate visitors. Tourists are particularly drawn to the enticing sightseeing routes that showcase the untouched beauty of Mongolia’s exotic landscapes. Additionally, event tourism with an ethnic twist has gained significant popularity as the second most sought-after attraction.
Conclusion
To summarize our article exploring the appeal of Asian countries to Russian tourists, it is evident that the tourist influx from Russia to Asia is experiencing rapid growth. These destinations offer a wealth of historical and cultural landmarks, breathtaking natural attractions, and diverse options for various types of relaxation. Moreover, an increasing number of Asian countries have abolished visa requirements, making travel more convenient.
Travel costs can vary considerably, influenced by factors such as distance. However, transportation systems have improved in recent years, indicating that more Russians may soon have the opportunity to explore Asian countries. As accessibility improves, the prospect of visiting these captivating destinations becomes increasingly feasible for a larger number of Russian travelers.
As mentioned earlier, there is a growing demand among Russians for new and unexplored travel experiences. If you are seeking to offer fresh and captivating tourist destinations that can effectively capture the interest of Russian tourists, the expertise of the Quarter Billion Agency Group specialists can be invaluable. Additionally, we invite you to download our publication titled “How does the media-buying market in Russia work?”. This comprehensive book provides insights into the development of various segments of media advertising in Russia during 2018, comparing it to the previous year. Drawing upon analytical digital data and forecasts, this resource will serve as a valuable tool for understanding the most effective promotional strategies to promote your tourism services in Asia.