The Russian tourism and hospitality market: new challenges and destinations

Abstract

Purpose This paper aims to review recent developments in the Russian tourism and hospitality market and to underline Russia’s strong tourism prospects – despite the challenges it has to face. Design/methodology/approach The study sets the scene for the theme issue (that draws from both academia and industry) by discussing the challenges facing the contemporary Russian tourism and hospitality market. It also profiles the efforts of the Russian Government to boost tourism development in different Russian regions that are potentially attractive tourist destinations due to their natural resources and cultural heritage. Findings The paper sheds light on the major shift to domestic tourism that is partly due to the turbulent economic environment that is forcing Russia to search for internal sources of development. At the same time, the decision to rely on diversity of opportunities and sustainable regional tourism makes it possible to have a broad variety of tourist value propositions in almost all parts of Russia. This also makes Russia more attractive to foreign tourists. Still, to make Russia a popular destination internationally, improvement in almost all elements of the Russian tourist product is needed. Originality/value This theme issue provides an analysis and evaluation of tourism development in Russia in the current decade and, in so doing, contributes to knowledge of the fast developing Russian tourism and hospitality market by unveiling a number of new tourist products and destinations in different Russian regions.