HOW RUSSIAN TOURISM IS CHANGING: AN UNTOLD STORY
Local tourism experiences a surge, not due to international tourism's fall, but propelled by couch-surfing ventures.
PHOTO: ANDREY MINAEV. [TRANSITION TO PHOTO BANK KP]
A Fresh Take on Travel in Russia
- Kirill, I've heard that VCIOM often investigates tourism trends. Can you shed some light on how the Russian tourist has evolved in recent times?
- With time and effort, we've witnessed a dramatic surge in domestic tourism. More and more people are exploring their own country, venturing beyond the familiar.
Curious Society "Let's buy ourselves a village and live quietly!": A trailblazing Moscow businessman's quest for natural products led him to farming. [TRANSITION TO VIDEO] Frequently, this shift is attributed to the restrictions and uncertainty brought on by COVID and sanctions, pushing those who used to flock to Turkey, Greece, and other abroad destinations, to explore domestic locations instead.
While this is partially accurate, the complete picture is more nuanced. The international traveler population has indeed decreased, traditionally making up around 10% of vacationers, a figure that has dropped. However, the increase in domestic travel wasn't primarily driven by this group but by what we refer to as the "couch tourist." These individuals were eager to travel but deterred by fears, doubts, or lack of information about how and where to go.
As people gained more information about domestic tourism, improved logistics and infrastructure, our "couch travelers" finally embarked on their journeys.
- Where exactly did they go?
- In the past, answers to this question always revolved around the same spots: Krasnodar Krai, St. Petersburg, Altai, and Lake Baikal. But these days, we see a richer and more diverse geographical landscape on travelers' itineraries. The new map includes, but is not limited to, Sverdlovsk Oblast, Tyumen, and captivating locations on the Caucasus beyond Sochi. Kazan and Kaliningrad Oblast have gained traction, and the Far East, with its hard-to-reach destinations like Sakhalin and Kamchatka, have also joined the list.
Financially Challenging Journeys
- Reaching destinations like Kamchatka, especially with family, can be expensive, but when asked, "If you faced no financial, time, or other restrictions, where would you go?" - the tourist map of Russia starts to sparkle with alluring destinations across the nation, reflecting the latent desire within people to explore. Subsequently, they consider their present circumstances, life plans, and decide whether to venture to the Far East or a neighboring region.
Eyeing the Northeast
- Emerging tourist spots in the northern regions, such as Karelia and the Solovetsky Islands, have gained interest due to their untouched natural beauty and historical significance. Black Sea coast destinations, aside from Krasnodar Krai, are becoming more popular, offering less crowded resorts and natural preserves.
Photo: Dmitry ORLOV. Transition to the Photo Bank KP**
MORE THAN JUST HISTORICAL AND NATURE TOURISM
- In addition to expanding geographical horizons, event and experience tourism has escalated.
- What's that?
- Tourists now travel to experience something extraordinary - historical tourism, gastronomy tourism, tourism for a healthy lifestyle, and active rest. Event tourism consists of trips centered around cultural, sports, and other events. All these aspects have flourished, augmenting travelers' understanding of diverse and exciting places to visit and boosting their motivation to set out and explore.
PHOTO: Dmitry ORLOV. Transition to the Photo Bank KP
THE REBOUND OF INTERNATIONAL TRAVEL
- How has the geography of outbound tourism shifted over the last few years?
Initially, around 10% of Russians regularly vacationed abroad. With COVID and sanctions in play, this figure plummeted to virtually nothing - just 1-2%. However, the number has gradually risen and is approaching the same 10% again. Interestingly, I am yet to be part of this statistic, as I am still discovering the wonders of the Russian Federation myself.
We're planning to issue a survey soon to determine the percentage of Russians intending to travel abroad for vacation this year. However, I anticipate that this figure will probably be lower than 10%, more like 5-7%.
In terms of destinations, the change is predictable: a portion of the European tourist flow has shifted to Turkey, Egypt, and Asia.
Photo: Dmitriy ORLOV. [Switch to Photo Bank KP]
THE UPWARD TREND IN EXPENDITURES
- Have Russian tourists' spending habits changed over time?
- Yes, spending has escalated, but surprisingly, the rate of inflation is not the main reason.
Last year, when asked about their vacation budget per family member, the average expenditure was around 65,000 rubles. However, expenses are rising at a speed that surpasses inflation.
- Why is that?
- The surge in spending is due to a broad range of options now available, that were previously unknown. For instance, funds were previously allocated only for a hotel stay, but now, additional expenses for better dining and excursions can also be factored in.
Photo: Dmitriy ORLOV. [Switch to Photo Bank KP]
VILLAGE LIFE IS POPULAR!
- As you've pointed out, in recent years, not only has the geography of tourism at home and abroad changed, but also the inclinations of travelers regarding various types of leisure activities. For example, agrotourism is gaining popularity. Can you explain what it is and how popular it is among Russians?
- Together with Rosselkhozbank, we conducted an extensive study on this topic last year. Intriguingly, agrotourism is a multifaceted concept, encompassing, among other things, visiting wineries and eco-farms while also taking in historical sites. When discussing this theme, it's challenging to separate one type of tourism from another.
Generally, as previously mentioned, a variety of formats have arisen: agrotourism, auto-tourism, eco-tourism, and more, all contributing to the vital growth we see today. Instead of relying on a limited number of "Ikarus" buses for travel to well-known spots on the Golden Ring, various alternatives, ranging from agrotourism to gastronomy, are now available.
Photo: Dmitry ORLOV. [Switch to KP Photo Bank]
TIME FOR CONSERVATION TOURISM!
- Conservation tourism is another sector undergoing rapid growth. What does it entail, and how popular is it among Russians?
- This is indeed an essential topic with a subtle nuance. The President has assigned the task of developing tourism in specially protected natural areas, but it's crucial to approach this endeavor with care to prevent social conflicts.
Often, self-organized tourists visit these areas unprepared, creating a mess or disrespecting the local culture. For example, visiting Dagestan in shorts as a Moscow hipster without understanding the local norms may lead to problems. So, while it's essential to open up these specially protected natural areas to people, it's equally important to do so carefully and to promote these spots responsibly.
Photo: Dmitry ORLOV. [Switch to KP Photo Bank]
INDUSTRIAL TOURISM is on the Rise
- Industrial tourism has become more popular in Russia in recent times. What does the data say about this, and are Russians indeed visiting industrial facilities more frequently?
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This trend is significant, including one related to enhancing the prestige of blue-collar and engineering professions. We regularly conduct research on this topic, in collaboration with the Department of Investment and Industry of Moscow, who put in a considerable effort to take schoolchildren on tours to industrial sites, demonstrating a potential career perspective.
The primary goal of industrial tourism is to purposefully steer schoolchildren to these enterprises, to expose them to the prestige of the working profession. It's crucial to show them that today, these jobs are high-tech and exciting, rather than just people running around in dirty lab coats in dirty workshops with wrenches.
Furthermore, the increasing interest in industrial design echoes the growing enthusiasm for making these working environments appealing, comfortable, and enjoyable to work in. This entire topic, from industrial tourism to job design, serves a crucial purpose: ensuring a steady supply of skilled workers. And as we know, there's a fierce competition today among large corporations for representatives of blue-collar specialties.
- In recent times, the Russian lifestyle has shifted towards embracing domestic travel, with more individuals exploring the untouched natural beauty and historical significance of various Russian regions, such as Sverdlovsk Oblast, Tyumen, or the Caucasus, as they venture beyond the traditional tourist spots.
- This change in preference is not solely due to the restrictions and uncertainty brought about by COVID and sanctions, but also by what they refer to as the "couch tourist" - individuals who were hesitant to travel due to fears or lack of information, but gradually embarked on their journeys as they gained more information about domestic tourism and improved logistics and infrastructure.
