russia Facing a Crisis in Domestic Tourism

russia’s domestic tourism is showing clear signs of slowing down and losing its appeal; russians themselves are not interested in traveling within their own country. After a brief period of growth in 2023–2024, the growth rate of tourist traffic plummeted: in 2025, it fell to its lowest levels, and only nominal growth is expected in 2026.

The situation in st petersburg, traditionally considered one of the country’s main tourist hubs, is especially telling. The city is now losing ground: demand for travel is declining, while tourists are increasingly opting for alternatives.

Domestic tourism is losing out on price, service, and variety. Moreover, even those who travel within russia must save money, cut back on expenses, and choose only one trip per year, which further hurts the market.

Another sign of market contraction is the decline in interest in traditional tourism products. Sightseeing tourism, which for a long time was the backbone of cities like st. petersburg, is rapidly losing popularity because tourists no longer want to listen to endless lectures or visit museums; they are looking for entertainment, simple experiences, and modern formats. The russian industry (like most sectors in the rf) has proven unprepared for these changes and continues to offer an outdated format.

Against this background, the overall decline in the country’s appeal to tourists is becoming increasingly apparent. High prices, poor infrastructure, and a lack of innovation and competitive service make even domestic tourists turn away from russian cities. Instead of developing and reinventing its offerings, the industry is effectively stagnating.