Russian Regions in the Spotlight of Asian Tourism: B2B Presentation Results in Kuching

How Russia entered the Asian market

In August 2026, the Malaysian city of Kuching hosted one of the biggest tourism fairs in the Asia‑Pacific region – PATA Travel Mart. Russian regions gathered their offers under the single brand Discover Russia and tried to catch the eye of tour operators from APT countries.

What was on the stand

The exhibition occupied about thirty‑six square metres, yet that modest space held material from four entities: Dagestan, Kalmykia, St. Petersburg and Ryazan Oblast. Each displayed ready‑made programmes aimed at different traveller types – from mountain‑trail enthusiasts to cultural‑heritage lovers.

Kalmykia – “Abode of the Saints”

A special focus was placed on a route devised at the initiative of the republic’s head. The itinerary strings together holy sites, monasteries and natural landscapes, giving visitors a blend of spiritual and visual experiences.

St. Petersburg – industry dialogue

At the stand, representatives of the northern capital negotiated with hotel chains and airlines, exploring joint packages and direct flights. Their goal is to make the city easier to reach for Asian travellers.

Negotiations in numbers

The first day saw lively talks: already seventeen tour operators from the Asia‑Pacific region expressed interest in Russian products. Potential partners included companies from India, the United Arab Emirates, Malaysia and other regional markets.

Why the Asia‑Pacific?

For Russia, Asian countries remain a priority inbound market. A series of visa‑free agreements smooth the journey for citizens of those states. Moreover, Asian tourists often look for fresh, “exotic” routes, which makes areas such as the Caucasus, the Caspian region and ethnic‑cultural tourism especially appealing.

Niche destinations in focus

Classic routes – Moscow‑St. Petersburg, the Golden Ring – stay popular, but the fair gave the spotlight to lesser‑known regions. The Caucasus offered mountain treks and ethnic villages, the Caspian region combined seaside leisure with historic monuments, and nature tourism highlighted reserves where wild flora and fauna can be observed.

Link to national projects

Russia’s presence at PATA Travel Mart ties directly to the national project “Tourism and Hospitality”. The fair serves as a platform for business contacts that could later turn into real tourist flows.

What’s next?

After the three‑day forum, regional administrations plan to keep working with interested partners, crafting joint marketing campaigns and fine‑tuning future tour packages. New direct flights and special offers aimed at the Asian market are expected to appear in the coming years.

Practical tip for tour operators

If you run a tour operation focused on the Asia‑Pacific, take a look at the material displayed at the Discover Russia stand. It shows which products are ready to launch and which still need tweaking for your market. Don’t miss the chance to discuss joint projects with regional reps – it could be the start of a long, mutually beneficial partnership.

Summary

PATA Travel Mart 2026 proved to be a significant step for Russia in strengthening its position on the Asian tourism stage. The participating regions displayed a wide range of offers, from cultural itineraries to adventure travel, and the active talks with more than seventeen companies demonstrated genuine interest in Russian destinations. In the next few years we can expect a rise in Asian visitor numbers and the emergence of new products that meet the demands of this dynamic market.

Based on materials from: trn-news.ru.