Exploring the great outdoors: a growing affinity among business leaders for adventurous travel experiences
Adventure Tourism on the Rise in Russia
In the past few years, adventure tourism in Russia has seen a significant increase in popularity, with more and more travelers seeking unique, authentic, and off-the-beaten-path experiences. This shift reflects a broader global demand for eco-friendly, sustainable, and immersive travel options that emphasize nature, physical activity, and cultural engagement.
One of the key factors driving this trend is the growing desire for authentic experiences. Russian travelers are moving away from traditional tourist hotspots to discover lesser-known destinations with rich natural and cultural offerings. Regions like the Kuril Islands and Kamchatka Peninsula, with their dramatic volcanic landscapes and abundant wildlife, are attracting adventure seekers from around the globe.
Another contributing factor is the demand for sustainable and responsible tourism. There is an increasing preference for low-impact travel options, such as wildlife conservation tours and community-based tourism, aligning with global trends towards eco-conscious travel.
The appeal of physical and mental well-being activities is also a significant factor. Post-pandemic interests in outdoor sports and adventure, including hiking, climbing, and rafting, are gaining momentum, as seen in similar adventure tourism markets.
Digital enablement is another factor that has facilitated the growth of adventure tourism in Russia. Enhanced online booking platforms, mobile penetration, and AI-driven personalized travel services have made it easier for travelers to access adventure tourism packages, widening the market reach and appeal.
Several notable figures in the Russian business world have embraced this trend. Darja Zolotukhina, HR Director of "Yandex", and Ekaterina Polozhenetsova, founder of the online art gallery OilyOil, spent most of 2020 in the mountains, practicing an active lifestyle and caring for their "body and soul". In 2023, they launched a media outlet about outdoor activities, wellness, and hedonism called "Wild". The majority of their audience in their namesake Telegram channel are women over 30.
Alexandra Zharikova, co-founder of the communication agency Setters and nominee of a website's "30 under 30", went to the Himalayas in 2023 and climbed to the base camp of Everest. YouTube blogger Yan Topless also climbed to the base camp of Everest in May of this year, marking his first-ever hike.
Kaily Akulenko launched the Hedonism Club in 2020, attracting clients through Instagram and offering exotic author tours. In 2024, the agency had over 5000 clients, with the average check for the project reaching $6000 per person - twice as much as in 2021-2023. Hedonism Club clients can expect to pay between $2,800 to $8,200 for their tours, with new destinations including trips to Socotra (an island in Yemen), a gastronomic tour in Iceland, and trips to the mountains and lakes of Kyrgyzstan, among others.
The number of entrepreneurs and top managers wanting to visit Antarctica is also growing, with people going to Antarctica to tick off the sixth continent on their list. Tourist traffic to Antarctica has doubled since 2020, with cruises accommodating 100-150 people and prices ranging from $5000 to $15,000.
In conclusion, Russia’s adventure tourism is gaining popularity due to a combination of traveler preferences for unique, sustainable, and physically engaging experiences, supported by natural attractions and improved digital infrastructure. This trend mirrors global growth in adventure and sports tourism, which is becoming a dominant segment worldwide.
- Amid the rise in adventure tourism in Russia, new businesses are emerging that champion outdoor activities, wellness, and sustainable travel, such as "Wild," the media outlet launched by Darja Zolotukhina and Ekaterina Polozhenetsova.
- Adventure seekers are turning to home-and-garden destinations like the wild and pristine landscapes of the Kuril Islands and Kamchatka Peninsula for unique experiences that emphasize immersive cultural engagement and eco-friendly practices.
- In line with the growing demand for adventure travel, luxury adventure tour companies like the Hedonism Club offer exquisite trips to outdoor destinations like Socotra and Iceland, featuring activities such as hiking, rafting, and gastronomy tours, appealing to travelers who seek a new lifestyle of outdoor-living and sports.
