Millennials are choosing Moscow


Around 70% inbound tourists travelling to Moscow are under 34 years old
– according to latest official surveys

Moscow satisfies all demands of the new generation. Numerous fests, cultural, entertainment, and sporting events alongside with the development of transport infrastructure and new services make the capital even more attractive for tourists – and especially for millennials.

As millennials increasingly seek individualised tourism, they want up to the minute information about unique aspects of a city, its history and places of interest, and special itineraries with out of the ordinary things to see.


A new digital platform, Russpass, are being developed for tourists visiting Moscow providing help with booking everything from flights to theatre tickets is due to be launched this spring. Russpass will also provide tourists with convenient travel routes around the city, an extensive listing of the city’s attractions and advice about what’s on.


Moscow follows the global trend of sustainable tourism, in which the comfort of residents is given priority in the development of the city. The approach is based on the logic that residents and tourists use the same services each day and therefore the more convenient the city is for Muscovites, the more tourists it will attract.

Under this model, tourism in the capital is developed to improve the quality of life of the residents themselves, making effective use of the existing infrastructure, services and human capital.

The various projects that are being implemented are aimed at decentralising tourist flows, involving and supporting local initiatives, and individualising tourism. Decentralization is regarded as useful for the city and its residents, because it reduces and redistributes the load on the transport system and infrastructure in a healthy way.

Another example of sustainability is that of S7 Airlines, which, together with Moscow Domodedovo airport, has begun sorting non-food waste that accumulates from on-board food packages during flights. About 20,000 snack boxes are now collected per day from S7 Airlines flights, corresponding to about 1.5 tonnes of waste. Thus, every month S7 Airlines and Domodedovo airport send about 45 tonnes of waste for processing.

Photo: The floating bridge in Zaryadye Park, Moscow



Moscow has become a gastronomy capital, a title that is backed up by its 13,000 cafes and restaurants – twice more than it had 10 years ago – which offer a wide range of choices, with the new Russian cuisine the “stand-out option”. Thousands of tourists are attracted by the opening of new markets, such as Danilovski, Usachevsky and the Central or DEPO, which is the biggest food mall in Europe.  Located in the old tram station, it extends over 11,000 square meters and has 75 restaurants and 140 market stalls, with over 8 million visitors since its grand opening in 2019.


One of the key strategic directions of  tourism development, digitalisation has prompted the Moscow City Tourism Committee to hold events such as Moscow Travel Hack – the first large-scale hackathon in the travel industry in Russia aimed at boosting the number of tourists. In the first edition, 50 teams worked for 30 hours to create 10 solutions for Facebook, telecom companies, city museums, etc.