The Strategic Initiatives Agency (ASI) and the B1 Group of Companies, with the support of the Russian Geographical Society (RGS) and the participation of the Russian Ministry of Sports and the Russian Ministry of Education and Science, presented the results of a new study “Trails of Russia: the potential for developing hiking trips” at the “Travel!” tourism forum at the “Russia” exhibition at VDNKh.
The survey was conducted in February-March of this year, with around nine thousand participants. The study revealed the opinions of Russians engaged in active tourism, including hiking, horseback riding, cycling, skiing, kayaking, snowboarding, mountaineering, and hiking.
“The strategy for developing trails as a significant tourism resource is closely tied to consumer preferences analysis. A clear understanding of demand allows designers to create popular tourism products and services that are convenient for everyone. Our research presents detailed information on the preferences of target audiences for navigation, site setup, digital services, specialized tourism equipment, and logistics. The survey results will be valuable not only for regional and municipal administrations interested in developing trails but also for tour operators, instructors, and guides seeking to improve the quality of their services,” noted Olga Zakharova, Director of the Urban Economy Division at ASI.
The survey allowed for an analysis of the profile of tourists interested in various types of trips, and how appealing tourist trails are to the population.
According to the study, 69% of respondents are fond of hiking. They are particularly attracted to easy day hikes, as stated by 48% of those surveyed. When preparing for a hike, most rely on personal experience (49%) or advice from friends (43%), and rarely seek help from specialized tourist clubs (7%). A significant portion of the survey participants (78%) use a car to reach the hiking trail.
The most important sources of information during a hike are signs and informational boards (68%). Additionally, during a hike, most tourists use digital devices for navigation (88%). However, they often face connectivity issues due to poor signal quality. The attractiveness of tourist trails depends on how well they are equipped with infrastructure, provide reliable communication, and offer tourists necessary information. Moreover, 57% of trail users would appreciate access to Wi-Fi, phone charging services, and a mobile app with route information.
Tourists are currently loosely organized and not well informed about opportunities for training and acquiring special skills. Survey participants are not willing to spend significant amounts on hiking trips (80%) and prefer to travel light without using specialized equipment (41%). However, preferences related to the type of leisure and willingness to spend vary depending on age group. Overall, young people (18-24 years) and older tourists (over 64 years) travel less frequently than middle-aged respondents.
“Active tourism, particularly hiking, is popular worldwide, and our country is no exception. However, to maintain the motivation of travelers, involvement from businesses and government is necessary. We hope that our research will be useful for travelers choosing their routes and entrepreneurs planning to invest in developing this type of tourism business,” shared Olga Arkhangelskaya, a partner at the B1 Group of Companies, and head of the services department for real estate, transportation, infrastructure, and state companies.
It is worth noting that last year, at the “Strong Ideas for a New Era” forum, Alexander Zheleznyak presented an initiative to develop a system of tourist clubs and revive tourist routes that existed in the USSR. Following the forum, Vladimir Putin instructed the Government, in collaboration with ASI, to develop a set of measures to promote active tourism.
ASI is implementing an extensive program to improve the national network of tourist trails. Its goal is to create conditions for safe outdoor active tourism accessible to a wide range of citizens with varying income levels. The program includes legislative improvements, methodological recommendations, and educational programs for regions.