As Western sanctions tighten and geopolitical rifts deepen, Russia has found itself recalibrating its economic alliances and trade flows. Tourism, long a symbolic and economic bridge, has not been spared.
According to U.S. Customs and Border Protection and the Airlines Reporting Corporation data, international arrivals at U.S. airports and summer flight bookings from Europe have dropped by -1.5% and -2%, respectively, compared to last year. That decline allows other nations to position themselves as alternative destinations.
One of the most ambitious among them is Russia, which is actively cultivating new markets. At the forefront of this pivot is the Muslim travel segment. From expanding halal-certified accommodations to reframing its cultural heritage through an Islamic lens, Russia is positioning itself as a compelling destination for travelers from the Middle East, North Africa, and Muslim-majority countries in Asia. Early numbers and new policy frameworks suggest this isn't a short-term play but part of a strategic long-term realignment.
Gulf arrivals surge as Russia replaces Western markets
According to a March 2025 report by Skift, the United States saw a 10.3% drop in arrivals from 20 major international source markets. Russia, however, is witnessing the opposite. In 2023, arrivals from Saudi Arabia surged elevenfold, Kuwait sixfold, and Qatar and the UAE fourfold. According to Russia's Federal State Statistics Service, visitor numbers from Iran rose by one-third.
These aren't isolated spikes—they signal structural changes. Russia and Oman recently finalized a visa-free travel agreement, with direct flights between Muscat and Moscow now operational. The UAE already benefits from a 90-day visa exemption, and similar arrangements are in progress with Jordan and Bahrain. By early 2025, at least 150 weekly flights connected Moscow with key Gulf hubs: Dubai, Abu Dhabi, and Sharjah.
Russia rolls out halal standards to welcome Muslim tourists
Accommodating this influx requires more than open skies. In 2023, the Russian government introduced a national halal certification standard, "Halal Products and Services," designed to align the country's hospitality, food, and wellness sectors with international Islamic norms.
The groundwork was laid even earlier. Moscow's Aerostar Hotel, for instance, began adapting to Muslim guests well before the federal standard. "Around 70% of our guests are from overseas, and 13% of those come from Muslim countries, especially Iran," said Lyubov Shiyan, the hotel's marketing director.
The hotel introduced 20 halal-friendly rooms featuring prayer mats, qibla direction indicators, Qurans, and halal-certified amenities in response. Separate kitchens prepare meals under strict halal protocols, while staff provide discreet, culturally aware service.
The trend is gaining traction in other regions. After a six-month audit, the Erbelia Hotel at Rosa Khutor earned Muslim-Friendly certification in Sochi. Their approach includes halal menus and prayer rooms, modest staff uniforms, appropriate room decor, and training in Islamic hospitality principles.
Still, the supply of certified hotels is small: two in Tatarstan, one in Sochi, and several others in the application pipeline. Yet state-backed incentives and increasing demand suggest rapid expansion is on the horizon.
Tatarstan emerges as a spiritual and cultural anchor
While Moscow and Sochi respond with hospitality upgrades, the Republic of Tatarstan anchors Russia's cultural and faith-based tourism push. A region with deep Islamic roots, Tatarstan has seen a 15% annual increase in visitors from OIC nations, according to the Federal State Statistics Service.
Sites like the ancient city of Bolgar—where Islam was adopted by the Volga Bulgars in 922—and the White Mosque, a striking modern structure often likened to the Taj Mahal, draw Muslim tourists from across the globe. The "Izge Bolgar Zhyeni" pilgrimage, held every May, brings thousands of domestic and international visitors.
These cultural offerings are increasingly paired with high-level engagement. In 2023, the Russia-Islamic World: KazanForum hosted leaders from 57 OIC nations. The event featured guided religious site visits and an exhibit showcasing ten authenticated relics of the Prophet Muhammad (PBUH), adding diplomatic and spiritual gravitas.
Tatarstan expands halal health and wellness options
The region also leads a lesser-known but fast-emerging niche: halal medical tourism. Certified sanatoriums and wellness centers now offer treatments that respect Islamic dietary and ethical standards, aimed at attracting high-income travelers from the Gulf and broader OIC markets.
According to IRNA's reporting, this effort is part of a coordinated national strategy to integrate halal principles into healthcare and wellness tourism. This initiative blends faith with long-term economic planning.
Moscow launches Muslim-friendly travel guide and services
While Tatarstan offers spiritual depth, Moscow is embracing a more cosmopolitan, service-oriented pivot. In 2023, the Moscow City Tourism Committee launched a comprehensive Muslim-Friendly Guide in collaboration with RUSQuality and the Halal Standardization Center under the Spiritual Administration of Muslims of the Russian Federation.
The guide includes halal restaurants, mosques, certified hotels, and shopping areas and is distributed in both print and digital formats. Centered around landmarks like the rebuilt Moscow Cathedral Mosque—one of the largest in Europe, with a capacity of 10,000 worshippers—Moscow is rebranding itself as a welcoming hub for halal-conscious travelers.
Festivals, Qur'an recitation contests, Ramadan tents, and Islamic exhibitions now feature prominently in the city's tourism calendar. In 2023 alone, more than 42,000 UAE visitors came to Moscow—an eightfold increase from the previous year and 95 times higher than in 2017. Officials expect continued growth into 2025.
Halal hospitality faces scaling challenges beyond big cities
Despite the momentum, hurdles remain. Certified hotels are still rare outside major urban centers, and training hospitality staff in halal best practices is an ongoing challenge. Dmitry Arutyunov, CEO of Art-Tour, points out that payment systems are another friction point—many visitors from the Gulf must rely on cash or anonymized prepaid cards due to banking restrictions.
Another issue is cost. According to Skift, the average Gulf tourist spends around $1,500 per visit, not including airfare. That makes the segment highly profitable—but also highly demanding, particularly when it comes to luxury service standards, customizations, and privacy.
Russia's tourism strategy enters a new era
Russia's outreach to the Muslim travel market is not just about recouping losses from the West. It reflects a broader recalibration of the country's diplomatic, economic, and cultural relationships. The growing presence of Gulf investors, medical tourists, and faith-based travelers signals where Moscow sees future alliances forming.
With a rising global Muslim middle class, greater travel mobility, and heightened expectations for culturally tailored experiences, nations that adapt early stand to gain the most.
Despite its late start, Russia is moving with purpose. From Tatarstan's minarets to Sochi's mountain trails, the infrastructure is emerging—and so is the narrative.
