How Wildberries Helps Russian Regions Become Tourist Magnets

What’s behind the “Marketplace of Impressions”

As part of a joint initiative by Wildberries & Russ and the Ministry of Economic Development, an online resource appeared where you can book tours, active programs and leisure events from vetted professionals. The platform lives inside the familiar WB Travel service, turning it into a kind of tourist catalogue.

How the digital showcase works

• Only offers prepared by guides listed in the official Ministry register appear on the site.
• The user picks a destination, scans the program details and places an order in a few clicks – the same way you would buy clothes or electronics.
• After payment, the order data flows automatically into the tour operator’s system, the guide receives a confirmation and can get ready for the meeting.

This eliminates the need to hunt down separate websites or go through middlemen, and it cuts the risk of running into illegal guides.

First recipients of support

Five Russian subjects that attracted the most certified guides last year became pilot participants:

• Kaliningrad Oblast
• Murmansk Oblast
• Republic of Dagestan
• Tula Oblast
• St Peterburg

For these regions an offline campaign is already running: creative ads featuring their sights appear on Russ network screens in more than twenty oblasts, while online banners reach Wildberries’ multi‑million audience.

What tourists get

• Confidence in quality – every guide holds an official competence certificate, which lowers the chance of shady services.
• Planning convenience – all offers sit in one place, you can compare prices, duration and reviews, then book the trip instantly.
• Broad selection – from walks through historic centres to extreme hikes in the north, everything is searchable in the digital catalogue.

What guides and local businesses gain

For tourism professionals the platform opens access to a huge client base without the need to spend on large‑scale advertising. Guides receive a steady stream of requests, and small tour firms can step onto the national stage using Wildberries’ infrastructure.

Local hotels, restaurants and transport companies also see extra traffic: a tourist who books an excursion usually needs accompanying services, which fuels related sectors.

Why the state backs the initiative

According to a Ministry of Economic Development spokesperson, the project helps shift tourist demand from megacities to other regions, fostering a more balanced development of infrastructure. The official guide register and its integration into the platform allow quality control and support for legal businesses.

Expansion outlook

At the moment the project is limited to five regions, but gradual inclusion of the rest of Russia is planned. As the number of certified specialists grows and the catalogue widens, the platform could become the main entry point for anyone wanting to discover new corners of the country.

How to use the service

1. Open the WB Travel section inside Wildberries.
2. Choose the region and type of activity you’re interested in.
3. Evaluate offers by reviews and price.
4. Place the order and receive confirmation from the selected guide.

The process is simple and intuitive, and customer support is available for any questions.

Bottom line

The “Marketplace of Impressions” blends state oversight, Wildberries’ tech muscle and local tourism interests. Pilot regions already enjoy advertising support, and travelers gain a safe way to uncover new places without hassle. If the project keeps expanding, it could become a key driver of domestic tourism in Russia, spreading visitor flow more evenly and bolstering small businesses in remote corners of the country.

Based on materials from: trn-news.ru, atorus.ru.