The expert named the main trend of cultural tourism in Russia

Cultural tourism in Russia is becoming one of the fastest growing segments of the tourism market, and tour operators are increasingly abandoning classic excursions in favor of personalized and interactive formats. Maria Cherepanova, General Director of the Paradise-Tour tour operator, told Izvestia about this on June 27.

According to the expert, the modern industry focuses on several generations of travelers at once, each of whom has its own requirements for recreation and cultural programs.

So, among older tourists — representatives of the baby boomer generation - there is a growing interest in trips to Moscow and St. Petersburg, as well as to routes related to personal history and family roots. For this audience, tour operators develop retro programs, genealogical tours, and even virtual tours for those who cannot travel in person.

Generation X, which actively travels with families today, relies on meaningful and educational holidays. According to Cherepanova, it is already difficult to surprise such tourists with traditional sightseeing tours, so routes with deep immersion in history, gastronomic programs and meetings with experts are becoming in demand.

"Millennials, who together with generation X form the main demand for cultural tourism, prefer active travel formats. Gastronomic tours, festivals, quests and programs involving participation in local events are particularly popular among them. The opportunity to share impressions on social networks also plays an important role, so tour operators pay attention to the entertainment of routes and the creation of locations for photo and video shooting," the expert said.

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Russian citizens often prefer the countries of South-East Asia.

For the representatives of generation Z, who grew up in a digital environment, technology is becoming increasingly important. The travel programs include elements of augmented and virtual reality, game mechanics and interactive tasks. In addition, zoomers show interest in authentic experiences, social initiatives, and volunteer projects.

According to Cherepanova, mass excursions are gradually giving way to individual routes that offer unique experiences and a personal approach. Increasingly, tourists want not just to get to know the sights, but to gain access to closed facilities, communicate with specialists or immerse themselves in the atmosphere of a certain era.

This trend is especially noticeable in the VIP segment. For such clients, tours are often created from scratch for a specific request. Historians, archivists and specialized experts can participate in the development, and the preparation of the program takes from several months to six months. The cost of such projects can reach 1.5 million rubles.

The expert notes that multi-format is becoming the main trend in cultural tourism. It is no longer enough for Russian travelers of different generations to simply see the sights and get background information — they strive for a deep emotional experience, personalized impressions and a full immersion in the topic they are interested in.

Oksana Vlasenko, an expert at the OnlineTours package tour booking service, said on June 13 that in summer Russians are increasingly choosing foreign destinations that do not require a visa in advance. The priority remains countries with convenient logistics, short flights and the ability to quickly organize a vacation without unnecessary formalities.