II Forum of Tour Operators in Yekaterinburg: What to Expect on October 15‑16, 2026

Why Yekaterinburg?

The city has been branding itself for several years as the business‑meeting hub of the Urals. By 2026 it will host the II Forum of Tour Operators of Russia, running side‑by‑side with the exhibition “EXPOTRAVEL‑2026”. That combo lets participants not only listen to presentations but also start talks with potential partners – Russian and foreign – on the spot.

Who is already on the participants list?

Registration is open, and at the time of writing companies from more than fifty Russian regions have signed up. In other words, the hall will map almost the whole of Russian tourism – from Kaliningrad Oblast to Chukotka. Such geographic breadth creates a rare platform for swapping experience and hunting new destinations.

Programme: from strategy to practice

Plenary opening – the tour operator’s role in tourism development

The session “Tour Operator as a Driver of Tourism Development: New Tasks and Growth Points” will set the tone for the whole event. As Ilya Umansky, president of the Russian Union of the Tourism Industry, puts it, the operator today is not just a middleman but an active product creator, an investor in promotion and the main channel that brings tourists into a region.

How to sell a tour product under new conditions?

The most hands‑on part of the programme is the session “New Promotion Rules: Where and How to Sell a Tour Product”. Participants will dissect real cases, debate the effectiveness of working with bloggers and micro‑bloggers, building own content, choosing media platforms and unconventional marketing moves. Each speaker is expected to show which channels really bring buyers and which merely burn budget.

Legislation and taxes

A separate block will focus on legal issues. Host Nikolay Litarenko will gather experts from law firms to discuss the latest changes in tax legislation that affect tour‑operator activity. For many companies this will be a chance to clarify details that often stay “in the shadows” during product planning.

Digital tour operator

Technological breakthroughs are no longer news, but live demos are still scarce. In the “Digital Tour Operator” session, automation tools, CRM systems and analytics platforms will be showcased. Attendees will see how to plug these solutions into their workflow without huge investments.

Case session: what works and what doesn’t?

Within a dedicated block the most interesting tour products of the year will be presented. Speakers will explain which ideas needed re‑working after launch, which marketing tricks paid off and which fell flat. This kind of debrief helps avoid typical mistakes and speeds up product adaptation to market demand.

What will regional representatives get?

Beyond the broad business trends, the forum will pay special attention to the local context. Participants will be introduced to routes in Yekaterinburg and Sverdlovsk Oblast, and in the “New Tour‑Product Lab” experts will help fine‑tune proposals aimed at specific regions. It’s a chance for small operators to step beyond familiar destinations and offer tourists fresh itineraries.

How to prepare for participation?

1. Define your goals – are you looking for new suppliers, a larger client base, or legal advice?
2. Gather materials – presentations, price lists, sample ad campaigns. The more concrete the data, the smoother the negotiations.
3. Register early – workshop seats are limited, and applications go through RST executive director Dmitry Manin (d.manin@rst.ru).
4. Prepare questions – a list of topics you want to discuss with experts will keep you from missing important details during the sessions.

What to expect from “EXPOTRAVEL‑2026”?

The exhibition, held on the same venue, will bring together service providers, hotels, transport companies and tech vendors. It’s a convenient way to test interest in your products, collect feedback and maybe sign the first contracts on the spot.

Bottom line: why tour operators should care about this event?

• Knowledge refresh on modern sales channels and legal nuances.
• Chance to test digital tools in a live setting.
• Networking with representatives from over fifty regions and overseas partners.
• Practical feedback on your own products from peers and experts.
• Inspiration from new routes and ideas that could become the next season’s hit.

If you plan to grow a tour‑operator business in Russia, attending the forum is a way to get up‑to‑date information, make contacts and see how the rules of the game are changing. Don’t miss the opportunity to join the conversation that shapes the future of domestic tourism.

Based on materials from: trn-news.ru.