Translation. Region: Russian Federal
Source: Moscow Government – Government of Moscow –
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Moscow City Tourism Committee conducted an analytical study and determined the tourist profile of 13 economically active regions of Russia, from which the largest number of guests come to the capital. The leaders are St. Petersburg, Krasnodar Krai, Rostov and Nizhny Novgorod Regions, and the Republic of Tatarstan. Travelers visit the capital for cultural, educational and business purposes, and their average expenses for a trip to the metropolis vary from 34 to 46 thousand rubles.
Research of tourist flow
The results of the study are also available on the portal. "Russpass. Business". Representatives of the tourism industry will be able to use this data to create relevant and in-demand products and targeted work with the target audience.
The study also analyzed the structure of the tourist flow by age. Russians aged 20 to 24 make up nine percent of the total tourist flow from the most active regions, aged 25 to 34 — 21 percent, aged 35 to 44 — 27 percent, aged 45 to 54 — 23 percent, aged 55 and older — 20 percent. A trip to Moscow for guests from the listed regions takes five to six days. Tourists spend most on the gastronomic segment (23 percent of the total travel budget), shopping, souvenirs (21 percent), and travel to Moscow (16 percent).
Portrait of a tourist from St. Petersburg
Tourists from St. Petersburg make many trips to Moscow, and gastronomy is their priority. In 2024, the tourist flow from this region amounted to 1.6 million people, with an average growth rate of five percent per year.
St. Petersburg ranks first in terms of the number of visits to the capital's cafes and restaurants by its residents. Another distinctive feature of the region is that every seventh trip from it to Moscow is made spontaneously – day after day. This is facilitated by convenient and developed transport links and the ability to quickly plan leisure with the help of tourist services. Two out of three tourists book accommodation without using aggregators.
The average length of stay of guests from this region in Moscow is five days. In St. Petersburg, the most active travelers are young people aged 20 to 24, who make up the largest share in the overall structure of tourist flow compared to other regions studied.
Every fifth tourist comes to Moscow for business purposes, and 17 percent for cultural and educational purposes. 55 percent travel to the capital alone, 14 percent in pairs, 12 percent with colleagues, and 9–10 percent with friends or family.
Hotels with the categories of "three stars", "four stars" and "five stars" are preferred by 24 percent of guests, another nine percent rent apartments. According to the study, tourists spend 30 percent of their travel budget on the gastronomic segment (visits to restaurants, cafes and buying groceries), 18 percent on shopping and 14 percent on accommodation.
Portrait of a tourist from Krasnodar region
In 2024, Moscow hosted a million guests from the Krasnodar Region. The average growth rate of tourist flow from this region is five percent per year.
On average, travelers spend five days in Moscow. It is from the Krasnodar Region that most tourists aged 55 and over come — 24 percent of the total tourist flow.
20 percent of guests visit the capital for business or cultural and educational purposes. 60 percent of tourists travel alone, 17 percent in pairs, 11 percent with colleagues, seven percent with friends and five percent with family. Every fifth trip is made spontaneously – day after day.
Like residents of St. Petersburg, 24 percent of Krasnodar residents stay in hotels with the categories “three stars”, “four stars” and “five stars”, four percent prefer to book apartments.
Their average trip bill is the highest of the top five regions in the rating and amounts to 46 thousand rubles. Guests spend 24 percent of their travel budget on the gastronomy segment and shopping, 12 percent on cultural and educational leisure and travel to Moscow. The bill in cafes and restaurants for Krasnodar residents is 1.2 times higher than the average for all regions of the country.
Portrait of a tourist from Rostov region
In 2024, 783 thousand guests came to Moscow from the Rostov Region. The growth rate of tourist flow is four percent per year. And the average trip duration is five days. 70 percent of travelers plan it themselves, and 27 percent of trips are organized by employers – this is the highest figure among the five regions presented.
Business trips are indeed among the top goals of Rostov residents when visiting Moscow. Such trips are made by 29 percent of guests. Another 17 percent come for cultural and educational purposes. Half of the tourists visit Moscow alone, 23 percent – as a couple, and 14 percent – with colleagues. Almost a third prefer hotels with the category "three stars", "four stars" or "five stars", and only two percent – apartments.
The average bill for a trip is 41 thousand rubles, of which 28 percent goes to the gastronomic segment, 24 percent to shopping, 13 percent to cultural leisure and entertainment. Every 10th guest, arriving in the capital, goes on excursions.
Rostov residents love to return to Moscow: two out of three people visit the city twice a year.
Portrait of a tourist from the Nizhny Novgorod region
In 2024, 730 thousand guests from the Nizhny Novgorod region came to Moscow. The annual tourist flow grows by an average of two percent. Two out of three Nizhny Novgorod residents who visit the capital come back to it again during the year. And every sixth tourist takes excursions from professional guides.
The average trip duration is five days. 44 percent of guests come to Moscow to meet friends, 19–20 percent for business and cultural and educational purposes. 55 percent travel alone, 11 percent with colleagues or friends, and another 16 percent in pairs.
The spending priorities are gastronomy (26 percent), shopping (21 percent), culture and entertainment (12 percent). Every fifth stays in a hotel with a three-star, four-star or five-star category, six percent of travelers book apartments.
Portrait of a tourist from the Republic of Tatarstan
In 2024, 635 thousand residents of the Republic of Tatarstan came to Moscow. The annual growth rate of tourist flow is three percent. The average duration of a trip for Tatarstan residents is longer than for travelers from other regions — six days.
20 percent of tourists come to Moscow for cultural and educational purposes, another 16 percent go on a business trip. 53 percent travel to Moscow alone, 18 percent – as a couple, 12 percent – with family, 11 percent – with colleagues. 17 percent of guests choose hotels with the categories "three stars", "four stars" and "five stars", seven percent rent apartments.
The largest amount of spending during a trip is spent on the gastronomic segment (25 percent), shopping (21 percent), and cultural and entertainment recreation (14 percent).
A distinctive feature of tourists from the Republic of Tatarstan is that every 10th traveler uses sports, health or beauty services in the hotel. The bill in restaurants is 1.2 times higher than the average for the regions of Russia.
Metropolitan Tourism Committee forms a relevant information field, within the framework of which the dynamics of tourism development in the city are covered. The tourist flow to Moscow in 2024 amounted to 26 million people, exceeding pre-pandemic indicators. Revenues to the city budget are estimated at 235 billion rubles. Detailed analytical information dedicated to the tourism industry of Moscow can also be found on the portal "Russpass. Business".
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