Russian Tourists Market : An Emerging Opportunity In The Aftermath of War Like Situations

Russian Tourists Market : An Emerging Opportunity In The Aftermath of War Like Situations.

Author: Chiranjib Kumar Choudhary(PhD), Gambella University Ethiopia

DOI:10.13140/RG.2.2.20321.17767(Research Gate)

Abstract

Globalisation and cold war after the Corona pandemic has raised many questions and has provided golden opportunities for the new and established tourism destinations. Russian tourist is one of largest segment of globalised market in the world who are basically interested in 3S tourism (sun, sea and sand). Suspension of membership from the United Nations World Tourism Organisation has generated ample scope for Russia as a tourist generating zones. The new and old tourism  destinations must try to grab this opportunity from the market. The articles provides ideas for opportunity analysis.

Key Words: Ethiopia, India, Market Segment, Opportunity Analysis, Russia, Tourist Profiling, 

Introduction

It is unfortunate that the some part of the world have been witnessing a world war like situations just after recovery from the Corona (COVID-19) pandemic. The  cold war in the Europian peninsula has posed serious threatening challenges before the world in respect of resource mobilization and trade. Russia has been isolated due to several economic sanctions by the western countries. The United Nations World Tourism Organisation has also  taken strict action against Russia and has suspended Russia’s membership. On there other side Russia is working hard for the strengthening of their currency Ruble. Russian are known for the 3S tourist (Sun, Sea, Sand) in the world.  Asian and African country could grab this sudden emerged opportunity from the international tourism market. Coastal Country like India, Kenya, South Africa, Vietnam, Philippine, Srilanka, China, UAE, and South American country could become the potential tourism destinations for the Russian tourists.  And landlocked country like Ethiopia could explore the new dimensions of tourism opportunities to attract these Russian tourists.

Demands

The following demand from Russian tourists could be expected in the coming days,

 Leisure Tourism Destinations

 Beaches and Island destinations

 Increased length of stay i.e. from one week to three months.

 Higher value of exchange of Russian Ruble.

 Safety, security and healthy insurance package

 Scope of resident hotel & home stay.

 Flexible Tourist Visa with more durability (validity).

 Increase shopping and cargo orders.

The above are just some of the common list of expected emerging demand from Russian tourists but not limited to this. The above need and demand may vary keeping in view the prevailing condition during the booking of tour packages. 

Variables

The selection of destinations would depends on following variables,

• Distance from the Russia (tourism destinations located in different continents would be more preferable over the nearest one)

• Availability of flights(Air Transport) to the destinations from Russia

• Visa on Arrival facilities

• e-Visa availability

• Booking options in Russian currency Ruble

• Safety for Russian tourists

• Selection of food and alcohol

• Cheaper air fare

• More baggage allowance

• Sun, Sea, Sand and Safety (4S) 

• Friendly host and environment

Corona pandemic has already devastated the emerging demand in the tourism sectors and now world war like situations have motivated the locked people to escape from their normal place of residence to leisure destinations. Russian tourists have been looking for the tourism destinations which has potential to fulfill their demand.  Country like India and Ethiopia has tremendous capacity to convert these emerging demands into need by providing favourable package to Russian tourists. India is known for its rich biodiversity and culture whereas Ethiopia has its Orthodox Christianity and biosphere reserves in order to pull these tourists. In addition to that the most important factor is value for the foreign exchange(Russian Ruble) which they could offer.

Indian Subcontinent: Major Tourism Destinations

India is a good package of all the important elements of tourism attraction. Starting from lovely sea beaches to sky touching mountains; from snow fall to desert; Midst green biosphere  reserves to national parks and wildlife sanctuaries; diversified cultural attractions to mouth watering delicious food; from classical dance to traditional music; folklore to folksong; beautiful hill station; river and lakes; flora and fauna; what not is there in Indian subcontinent to offer to the tourists.  India could be emerged as one of the best tourism destinations in the world by designing and developing it’s destinations to suit the need of various types of tourism and target markets. Destinations Management Organization should come forward to tap this opportunity immediately before it achieve the saturation. Ecotourism and health tourism are the demand of international tourists, therefore more focus need to be given on such type of tourism activities in addition to other forms. India need to explore its group of islands as tourism products besides other available products i.e.  tangible and intangible tourism products. Any one island can be selected from Andaman and Nicobar group of islands or Lakshadweep and further can be developed as model tourism destination. Similarly more focus need to be given on redesigning of wildlife tourism in conjugation with tribal village visit and Jungle Safari as well as tracking of wild animals. National parks and tribal areas of Orissa, Madhya Pradesh, Chhattisgarh, Jharkhand, West Bengal, Arunachal Pradesh, Nagaland, and Gujarat need to be redesigned and developed in terms of wildlife watching and eco-cultural tourism. International tour operators like MICATO Safari should be invited to provide expertise services and to enlist Indian wildlife products.

Ethiopia’s Biodiversity: As Major Attractions

Ethiopia is among one of the countries which is endowed with cold climatic condition as well as hot climatic zones. The biospheres reserves of Ethiopia is awesome and unmatched in the world. The country need to focus on the designing and development of Gambella Region which is endowed with a big national parks and second largest corridor for wildlife migration in the Africa after Kenya and Tanzania. The five ethnic groups of Gambella are rich in cultural diversity. The focus should also be given of designing tourism cluster. The three biosphere reserves of south and south west region of Ethiopia i.e. Majang, Sheka and Kefa need to jointly developed in sustainable ways in order to promote tourism. Revenue from Tourism will not only help in the conservation process of biosphere reserves but it would also help in conservation of indigenous ethnic groups residing in these areas. Ethiopia has advantage that it has a well established network of Airlines which operates to almost all important destinations in the world including of Africa. The tourism ministry of Ethiopia should focus upon developing tourism infrastructure and superstructure on the basis of PPP(Public Private Partnership Model) in order to advance its tourist services.

Expectation from destinations country

The following points need to be kept in mind while developing the new tourism plan and tour package,

 Trade and exchange should be continued

 Barter system can be followed in case of restrictions on currency

 Long term relationship & friendship

 Favourable tourism policy 

 Mutual benefits

Opportunity for New Destinations

The present scenario of cold war like situations has provided apmle opportunity for the countries and destinations interested in developing their economy on tourism. Such destinations should immediately work on designing and development of tour packages as per the need of tourism generating zones(country/region).  Tourism not only brings foreign currency for the nations but it also brings huge employment opportunities for the destination country by selling natural attractions and cultural attractions.  Russia is one of the highest tourism generating zone in the world therefore current opportunity must be tapped without any delay.

Conclusion

The present scenario has provided an opportunity to build a suitable tourism based ecosystem for the nations by tapping it from the globalised market. And Russian tourists could become as major player and booster in the tourism sector. Destinations Marketing Organization should focus on designing and developing potential tour package for such tourists. 

Limitations

Any generalized ideas or opinion may not be correct due to perception, size, region and literatures followed.

Direction for further study

The view and opinion expressed in the article is macroscopic that need to be verified and studied at microscopic level by adding more tools of research and dimensions.

Cited as : Choudhary, C K, 2022, Russian Tourists Market : An Emerging Opportunity In The Aftermath of War Like Situations, ResearchGate,DOI:10.13140/RG.2.2.20321.17767

Reference

https://www.unwto.org/news/unwto-members-vote-to-suspend-russia# April, 2022