Event tourism in Russia: every second person is ready to travel for a festival

According to a survey by the Avito Travel service conducted in March 2026, 65% of Russians at least sometimes travel to other cities for festivals, concerts, and major events. Within this group, 11% do so on a regular basis, 28% — periodically, and another 26% — rarely. The potential audience for event tourism in 2026 already covers about two thirds of the adult population.

Young people are especially actively involved in event trips. Among Russians aged 18–24, 73% at least sometimes travel to other cities for events; among those aged 25–34, 70%. In older age groups, this format is noticeably less common.

The main reasons for event travel are music festivals and concerts (43%), as well as city праздники and local festivals (40%). Sports events and business events — exhibitions, forums, and conferences — generate additional demand; 19% of respondents choose each of these.

According to experts at the Ostrovok company, about half of Russian tourists are interested in trips that make it possible to attend a concert by a favorite artist or a festival: 25% already have such experience, and another 23% would like to try or have already planned such a trip. At the same time, 10% of respondents do this regularly — cultural events have become their key reason for traveling.

Negative experience is rare: only 1% of respondents admitted that trips for concerts or festivals did not meet their expectations.

How events change regions.

The impact of event tourism on the regional economy is becoming increasingly tangible. Over seven months of 2026, 53.3 million tourist trips were made across Russia — 2.8% more than in the same period last year.

Sverdlovsk Oblast is one of the most vivid examples of successful event tourism development. The region has confidently led in this sphere in recent years. In 2025, Sverdlovsk Oblast took first place in event tourism following the results of the All-Russian award “Regions of Tourism and Hospitality.” Today, more than 600 events are held annually in the oblast at 55 venues, attracting over 1.5 million tourists.

In southern Russia, event tourism increases demand for hotels by 35–40%. Major resorts are actively working on a transition to a year-round format by filling the off-season with event programming. This confirms the overall trend: the туристический season is no longer strictly tied to a fixed календарный period. Trips start earlier, end later, and the load on infrastructure is distributed throughout the year.

Thus, event tourism in Russia has moved from a niche segment to a mass one. It is becoming one of the key drivers of tourism industry development, changing regional economies and shaping new demands for infrastructure.

New challenges lie ahead. At the “Travel!” forum held in Moscow in June 2026, experts spoke about the need to create a unified events calendar for Russia. Today, tourists often learn about upcoming events through bloggers, the media, or word-of-mouth recommendations. A centralized information platform could significantly simplify trip search and planning.

Also, a key condition for success remains the harmonious integration of events into the urban environment while preserving a deep connection with history, traditions, and local особенностями.

But the main thing has already happened: every second Russian is ready to get on a train or plane for a festival — and this is changing the country’s туристическую map. Event tourism is not just a trend of 2026. It is the new reality of Russian tourism.

Author: PhD in Economics, Associate Professor, Department of World Economy and World Finance, Financial University under the Government of the Russian Federation Daria Yuryevna Rozhkova.