International forums and historical festivals: how Moscow is developing event tourism

Event tourism became one of the key development areas of the Russian capital’s travel sector in 2023. Festivals, forums and thematic events, along with tourist attractions, draw Moscow visitors. According to Mosturism, the average hotel occupancy rate reached its peak on the days of major events in 2023. Its growth was up to 14 per cent.

The summer saw the highest occupancy rate in Moscow hotels during big events. During the 7th Moscow Urban Forum and the long weekend to mark Russia Day, it reached 89 per cent. At the same time, the average summer occupancy rate was about 77 per cent.

The November holidays coincided with the opening of the Russia International Exhibition and Forum saw a peak hotel occupancy rate - 88 per cent.

Tourists often booked rooms in the Russian capital's hotels on Moscow City Day and during major forums and congresses, attracting both business travelers and tourists from other cities and countries. One of these events was BRICS+ Fashion Summit, bringing together experts from more than 60 countries.

Moscow’s event agenda has become one of the reasons why the seasonal hotel occupation rate increased compared to 2022, and some figures even beat pre-pandemic levels. In the fall of 2019, the Rusian capital’s hotel occupancy rate was 79 per cent, while in 2023, the rate was 82 per cent.

BRICS+ Fashion Summit held in Moscow attracts 3.5 million people

Event tourism is of great economic importance. One festival visitor spends about RUB 1,500 a day on food, attractions and souvenirs. Each global city event has a multiplier economic effect. Both the tourism industry and related sectors are developing: the theater and museum attendance rate is growing, while the sale proceeds of shops and cafes are increasing.

Moscow hosts many events that attract tourists from other regions and countries. Most tourists want to see different sights, get new experiences and try new travel formats. Moscow events fully meet their needs.

For example, the Mansions of Moscow. Winter festival creates an atmosphere of other eras. The event covers 15 historical sites such as the Kolomenskoye Museum-Reserve, the Kuskovo Memorial Estate, the Lyublino Estate, the Vorontsovo Estate and other sites. The program includes more than 400 events: street festivals, a masked ball, concerts, masterclasses and literature courses.

The Moscow Tea Party project offers many options for New Year's activities. For example, Tverskaya Square is a perfect spot to learn more about the Russian capital’s tea traditions, treat yourself to a hot drink and pastries, attend performances by artists, join art activities and buy branded souvenirs at the fair.

Mobile tea stations with samovars on Tverskaya Square and in the estates, participating in the Mansions of Moscow.  Winter festival, tell visitors about the Moscow tea culture.