Understanding Russian Outbound Tourism

This report by ETC and UNWTO provides useful insight into themes and behaviour of Russian tourists to Europe based on ‘netnographic’ research, or ethnography adapted to the online social world. The study analyses the Russian consumer mindset with regard to preferred destinations, travel planning and segments, through the analysis of online blogs, posts and Internet searches, to provide tips on tapping the world’s fourth largest outbound tourism market.

For ETC members, the report is available on the ETC Extranet.