Russia wants to increase the number of Chinese tourists
Russia wants more Chinese tourists, and in April 2026 this goal looks more realistic than ever. After the pandemic years slowed everything down Chinese outbound travel is back in full force. Russia sits in a unique position: it is close to China, visa rules have been eased, and there is a genuine emotional connection between many Chinese travelers and Russian culture. But wanting tourists and actually getting them are two different things.
In 2019, around 1.5 million Chinese tourists visited Russia. That number dropped sharply during COVID-19, but recovery has been steady. Chinese tourists now rank among the top foreign visitors to cities like Moscow, Saint-Petersburg and Vladivostok. The Russian Ministry of Tourism has made Chinese visitors a priority; training programs for hoteliers, Chinese-language menus and noodle stations at breakfast are all part of the push.
Why Chinese Tourists Choose Russia
Russia appeals to different types of Chinese travelers. Older visitors, especially those above 45, feel a sense of nostalgia. They grew up hearing about the friendship between China and the Soviet Union, so visiting Moscow or Saint-Petersburg feels personal. Travel agencies have built week-long nostalgia tours around this emotion and they sell well, particularly in northern China.
Younger Chinese tourists have different motivations. They want unique photos, outdoor adventures and stories to share on Douyin and RED. Siberian nature reserves, a cruise down the Volga or ice fishing near Lake Baikal are the kind of experiences that generate content. Russia is starting to market these products more aggressively, and it is working. Visitors below 40 are growing as a share of total Chinese arrivals.
The four most visited areas are Moscow, Saint-Petersburg, Vladivostok and Blagoveshchensk. Around 95% of Chinese visitors stick to these zones. That concentration is both a strength and a problem: if Russia wants to grow numbers significantly it needs to spread tourism beyond these four cities.
What Chinese Tourists Spend on
Chinese travelers are known for high spending. Gift-buying is a big driver: it is common for a Chinese tourist to spend a third of their travel budget on souvenirs and gifts for family and friends back home. Beyond shopping they look for memorable experiences: cultural landmarks, good food and things they cannot find elsewhere. Russia’s ballet scene, its historic architecture and its extreme winter landscapes all fit this profile.
“Russia has a real chance to grow Chinese arrivals significantly if it gets the digital side right,” said Philip Chen, digital marketing expert at GMA. “Chinese tourists book almost everything online, and they check reviews on Mafengwo, Ctrip and Douyin before they decide. Russian destinations and hotels that are not visible on these platforms are basically invisible to the Chinese market. The brands that invest in a Chinese digital presence now will be the ones that capture the rebound. It is not complicated, but it requires consistency.”
The Digital Challenge for Russian Tourism
This is where most Russian tourism businesses fall short. Around 90% of Chinese holiday bookings happen online. Chinese travelers use platforms like Ctrip, Mafengwo and Fliggy to research and book trips. They read user reviews, watch short videos and check what KOLs are saying before they commit. If your hotel or tour operator is not present on these platforms you will simply not be found.
Baidu SEO is another area that matters. Most Chinese users search on Baidu, not Google. A Russian tourism brand that only has a Google-indexed website is missing the main search audience. WeChat is also important for building trust: Chinese travelers often share recommendations with friends through WeChat groups, and having a WeChat Official Account lets you reach this audience directly. You can learn more about building your Chinese digital presence through our Chinese digital marketing agency page.
According to Mafengwo, one of China’s top travel platforms, user-generated content and reviews are the number one factor influencing destination choice for Chinese outbound travelers. Destinations with active communities on this platform receive significantly more bookings.
The China National Tourism Administration (CNTA) has reported consistent growth in outbound travel since 2024, with Chinese tourists increasingly seeking destinations outside the traditional favorites like Thailand and France. Russia, with its strong cultural narrative and proximity to China, is well placed to benefit from this trend.
Case Study: How a Vladivostok Hotel Turned Things Around
Mikhail Tretiakov had been running the Seagull Boutique Hotel in Vladivostok for eight years. The hotel had 24 rooms, a sea view and a strong reputation with Russian domestic tourists. But when Chinese group tours started returning to Russia in 2023 Mikhail noticed something frustrating: tour operators were sending groups to two larger hotels down the street, even though his rooms were better value and the location was more central.
He asked a Chinese guest who happened to speak some English why this was. The answer was simple: nobody in China had heard of his hotel. There were no reviews on Mafengwo. The hotel had no presence on Ctrip. The website was only in Russian and English. For Chinese travelers searching online, the Seagull Boutique Hotel did not exist.
Mikhail decided to fix this. He contacted a Chinese digital marketing agency in early 2024 and signed up for a 6-month program. The agency listed the hotel on Ctrip and Mafengwo, translated key information into Chinese and created a WeChat post series featuring Vladivostok travel tips with the hotel tagged as home base. They also worked with two mid-level KOCs on RED who were planning trips to the Russian Far East.
The results were gradual at first. After two months, the Ctrip listing had 12 reviews with an average score of 4.7. The RED posts had been seen by around 18,000 people. By month four, Chinese bookings accounted for 22% of total room nights, up from essentially zero. By the end of the six-month campaign, that number had reached 38%, and Mikhail had to hire a part-time Mandarin-speaking receptionist to handle communication.
The financial impact was clear. Average spend per Chinese guest was 40% higher than his typical domestic guest. They booked longer stays, used the breakfast service more and bought local souvenir packages the hotel had put together. In the second half of 2024 the hotel recorded its best revenue year since opening. Mikhail now invests in Chinese digital marketing every year as a fixed budget item, not an experiment.
His advice to other Russian hospitality businesses: “Do not wait for Chinese tourists to find you. Go to where they are looking. It is a different internet, with different platforms, but the principle is the same as any marketing: be visible where your customer is searching.”
How to Attract Chinese Tourists to Russia: Practical Steps
If you manage a hotel, tour operator or attraction in Russia and want to reach Chinese travelers here are the basics you need to cover. First get listed on Ctrip and Mafengwo with Chinese-language descriptions and quality photos. Second, build a presence on Douyin or RED with content that shows what makes your product special. Third work with a Chinese digital marketing partner who understands both the cultural context and the technical platforms. Our guide to Chinese tourists and social media covers these steps in more detail.
Russia-China Tourism at a Glance
| Topic | Key Data |
|---|---|
| Chinese tourists to Russia (2019) | 1.5 million |
| Top cities for Chinese visitors | Moscow, Saint-Petersburg, Vladivostok, Blagoveshchensk |
| Main booking platforms | Ctrip, Mafengwo, Fliggy |
| Key digital channels | Douyin, WeChat, RED, Baidu |
| Average Chinese tourist spend vs. domestic | 30-40% higher |
How GMA Can Help
GMA works with hotels, tour operators and destination boards that want to attract Chinese tourists. Our services include:
- Douyin (TikTok China) campaigns
- WeChat Official Account management
- Baidu SEO and PPC
- RED (Xiaohongshu) influencer marketing
- Chinese website design and localization
- KOL/KOC partnerships
About GMA
GMA is a Shanghai-based digital marketing agency that helps international brands reach Chinese consumers. Since 2012, GMA has worked with tourism boards, hotels, real estate developers, luxury brands and more. The team covers Douyin, WeChat, Baidu, RED and Chinese website design. Whether you are entering the Chinese market for the first time or looking to grow an existing presence, GMA has the tools and experience to help. Visit our services page to learn more.
Claire is a content strategist at GMA with 6 years of experience in Chinese digital marketing. She writes about tourism, branding, and how to reach Chinese consumers online.
