Logo_Service & Tourism: Current Challenges

Spatial Organization of Tourism and Hospitality

Vol. 20 No. 1 (2026)

Floritourism as a promising area of regional tourism development

DOI:
https://doi.org/10.22412/2414-9063-2026-20-1-161-175
Submitted
April 12, 2026
Published
March 30, 2026

Abstract

This article is an in-depth and comprehensive study of floritourism as a promising area of regional tourism development in Russia. The purpose of the study was to analyze the existing experience and identify the main factors influencing the formation and development of floritourism in our country. Successful global practices implemented in countries recognized as leaders in this field, such as Japan, the Netherlands and the United Arab Emirates, were studied. The significant potential of Russian regions for the development of this area has been identified, and key promising locations have been identified: Altai (Maralnik), Kalmykia (Gesner tulips), Crimea (lavender), Astrakhan region (lotuses), Dagestan (wild poppies). The main constraints to the development of tourism in Russia have been identified, including the lack of infrastructure, poor integration into tourist routes and the lack of comprehensive promotion. However, the main advantage of the Russian flora is its exceptional beauty and richness, which gives hope for overcoming difficulties and actively using the region’s potential to strengthen the country’s tourist attractiveness. The practical recommendations proposed by the author are aimed at eliminating these problems by improving the tourist infrastructure, expanding advertising and information activities, and introducing specialized educational programs to train qualified personnel. It is important to note that the implementation of the recommendations can significantly increase the influx of tourists to Russia, strengthen the national economy and preserve unique natural resources. The article also raises an important question about the need to develop a unified strategy for the development of tourism at the federal level, since most of the regions under consideration face similar problems. Therefore, it is important to implement a centralized program that can provide support to local communities and create the necessary conditions for the development of tourism. The result of the research is an awareness of the importance of floritourism as a tool for the sustainable development of regions, conservation of nature and cultural heritage of Russia. This research will serve as a basis for future developments and practical measures aimed at further promoting floritourism in the Russian tourism sector.

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