Trends in the Russian Tourism Market for 2022
Over the past 18 months, the tourism industry has been constantly caught in a state of uncertainty. Borders open and close, restrictions fluctuate across different regions. However, the market is gradually adapting to the new conditions and finding ways to develop. Predicting the immediate future for the industry is challenging. In light of this, QB Travel, a travel marketing agency, has analyzed current statistics, research, and market surveys to identify the trends that will shape tourism development in Russia in 2022.
Continued Focus on Sustainability and Safety The trends of sustainability, safe travels, healthcare, and ecotourism that emerged in 2021 will continue to be prominent in 2022. These factors have become even more important as travel conditions rapidly evolve, influencing the emergence of new market trends.
A Desire to Explore Unconventional Destinations Russian tourists now seek to seize the moment and discover new countries that were once only distant dreams, surpassing the traditional destinations like Turkey and European countries. The first three quarters of 2021 saw an unprecedented increase in interest for unique destinations such as Tanzania, Maldives, Cuba, and Seychelles.
Analysts at QB Agency Travel anticipate this trend to strengthen further in 2022. Consequently, countries that previously did not prioritize the Russian market as a key target audience should now pay greater attention and proactively promote their regions as enticing destinations for Russian travelers.
Development of Lesser-Known Domestic Tourism Destinations
In 2021, there was a notable increase in interest among both local and foreign tourists in cultural, industrial, active, and culinary tourism in Russia.
The Federal Agency for Tourism has been actively working on various programs to stimulate the development of new destinations and create domestic travel programs, including the National Tourist Routes project. Modern and innovative ways of presenting travel products are being developed to cater to the growing demand for domestic travel. In response, representatives of the tourism industry are striving to enhance customer service standards.
Russian tourists have been enthusiastically exploring domestic trails for the past year and a half, leading to sustained interest in this area. Customized tours and unique programs have gained popularity as well. Therefore, the trend of developing domestic tourism in Russia is expected to continue thriving in 2022.
Enhancing Ecotourism Potential in Russia
Experts have long recognized Russia’s immense potential for the development of ecotourism, rural tourism, and agritourism. However, as stated by Dmitry Chernyshenko, Deputy Prime Minister of Russia, in May 2021, “The current share of ecotourism in the overall structure of the Russian travel market is only 2%, which is quite insignificant. Despite ranking fifth globally in terms of the number of natural attractions among 133 countries, Russia ranks 108th in terms of tourism openness and accessibility of territories.”
This is surprising considering that Russia boasts nearly 12,000 specially protected natural areas, covering 13.6% of its total land area.
Moreover, today’s tourists seek more than just observation; they yearn for emotional experiences and new adventures, such as fishing, hunting, mushroom picking, berry picking, and even participating in field work and livestock management. Russia offers ample opportunities to engage in these activities. The development of new eco-routes across the country will be a priority not only in 2022 but also in the coming years, as it will contribute to an increased influx of both local and foreign tourists.
Business trips
The Return of Business Travel As anticipated, the recovery of business tourism poses the greatest challenge. While it is clear that reaching pre-pandemic levels of travel will be unlikely, there are signs of gradual improvement. The widespread adoption of remote communication technologies, travel restrictions both domestically and internationally, and the implementation of internal safety protocols by companies have all contributed to a general decline in business travel.
According to a September 2021 survey conducted by the Aeroclub business travel agency, 94% of companies in Russia have either fully permitted or imposed restrictions on domestic business trips.
The situation concerning foreign business trips from Russia remains complex. One-fifth of companies still prohibit international travel based on their internal policies, while only 13% have fully lifted such restrictions. Even in cases where travel is permitted, it is often subject to restrictive measures at the destination country and limited availability of flights to high-demand locations.
In light of these circumstances, travel companies will need to reassess their strategies for promoting business travel products in 2022 and make the purchasing conditions more flexible and appealing to attract business travelers.