ST. PETERSBURG, Russia – St. Petersburg is intensifying its efforts to draw a significant increase in Indian tourists, identifying medical and cultural tourism as prime growth sectors. Speaking at the St. Petersburg International Economic Forum (SPIEF) 2026, EV Pankevich, Chairman of the Committee for Tourism Development of St. Petersburg, highlighted the vast potential within the Indian market.
Focus on Medical and Cultural Tourism for Indian Travelers
Pankevich emphasized the "enormous opportunities" for Indian travelers in both medical and cultural tourism. The city, often celebrated as Russia's cultural heart, boasts world-renowned attractions, historic architecture, numerous museums, scenic canals, and vibrant performing arts venues. These offerings are expected to resonate strongly with Indian visitors seeking rich cultural experiences and heritage exploration.
Beyond culture, St. Petersburg aims to position itself as a destination for medical services. This strategic move aligns with Russia's broader objective to deepen economic and people-to-people ties with India, especially amid evolving geopolitical landscapes.
Push for Direct Air Connectivity
A key aspect of St. Petersburg's strategy involves improving accessibility for Indian tourists. Pankevich confirmed ongoing discussions with airlines regarding the establishment of direct flights between India and St. Petersburg. This has been a long-standing request from the travel industry, with experts believing that direct routes could substantially increase tourist arrivals by reducing travel time and enhancing convenience.
While a definitive timeline for direct flights remains unconfirmed, Pankevich noted that Indian travelers currently have convenient access to St. Petersburg via connecting flights through Moscow, which serves as a major hub.
Expanding Hospitality Infrastructure
To accommodate the anticipated rise in visitors, St. Petersburg is actively expanding its hospitality infrastructure. According to Pankevich, the city consistently adds between six to ten new hotels annually, systematically building capacity to support future tourism growth. This expansion is crucial for ensuring a comfortable and welcoming experience for international guests.
Sanctions as an Opportunity
Interestingly, Pankevich framed Western sanctions not as a hindrance, but as an opportunity for Russia to spotlight its domestic strengths and cultural identity to a wider international audience. This perspective reflects a broader strategy among Russian regions to diversify tourism markets, attracting visitors from countries across Asia, the Middle East, and the Global South.
For India, with its rapidly growing outbound tourism sector, St. Petersburg is actively positioning itself as an attractive alternative for travelers seeking unique cultural immersion, heritage tourism, and quality medical services. Through planned roadshows in India, continuous expansion of hotel capacity, and active discussions around direct flight connectivity, St. Petersburg is making a concerted push to become a prominent destination on the radar of Indian travelers.