Let's go to the forest: Russians got carried away by ethnotourism
The popularity of trips introducing the culture and traditions of the country's peoples has grown markedly, "Izvestia" was informed by travel agents. Among the sought—after destinations are Karelia, Yakutia, Kalmykia and other regions. The programs where immersion in the history of the region is combined with natural routes and active recreation are especially interesting. "Izvestia" visited one of these trips to Komi and went on an expedition to the ancient natural monument Manpupuneru. About why Russians choose such a vacation and what it gives, — in the material "Izvestia".
Why Russians choose ethnic tours
""In January – August 2026, the demand for ethnic destinations became more diverse: tourists chose not only large cities, but also small towns,"" Raul Salakhov, head of landlord services development at Avito Travel, told Izvestia.
— Tatarstan is the leader in terms of daily apartment bookings, followed by Dagestan, Altai Krai and Karelia, — he noted. — Yakutia is showing the greatest interest — an increase of 12% year on year. At the same time, demand is distributed among different locations within the regions, rather than being concentrated exclusively in large tourist centers.
Ethnotourism helps to get to know the way of life, traditions and culture of our country better: to visit a national village or a camp, master a craft, cook a local dish, hear legends and songs of different peoples, told the community of Russian tour operators "Bolshaya Strana".
"The growth in demand for ethnic sculptures was already observed two years ago, and now this interest is steadily maintained," they confirmed. — It is important for travelers not just to see a new region, but to get to know its culture from the inside. Programs in which the ethnographic part is combined with natural routes and active recreation are especially in demand."
"Izvestia" went on a trip to Komi, one of the points of which was the Manpupuner plateau. In the early morning, the journalists took off by helicopter from the city of Usinsk. The journey to the ancient monument took more than two hours. The endless taiga stretched below, and then the view opened onto a flat mountain range, where bizarre stone pillars towered. According to the legend of the indigenous people of the Northern Urals, the Mansi, these remnants used to be giants.
— Manpupuner is the Mansi name, which translates as "mountain of spirits," said Lyudmila, the guide accompanying the group. — The plateau is located at an altitude of 750 m. In ancient times, sacred rituals were performed here, ordinary people were not allowed to climb here. And now tourists are treated very peacefully. The Mansi participate in accompanying guests, and almost all snowmobile expeditions stop at their huts, in the places where they originally lived.
The guide warned that it is possible to move along the plateau only through specially equipped ecotropics, so as not to damage the unique soil cover. The journalists were invited to contribute to the construction of one of these paths — each took a stone from the inspectors' house and carried it to the foot of the first remnant called the Shaman. A path is laid out around it so that travelers can walk and make a wish.
— According to legend, the spirits inhabiting the plateau are sent to protect people. This place has always been perceived as kind and bright," Lyudmila said. — People come here to recharge their batteries and ask for strength to fight enemies, the elements and difficult life circumstances.
Tourist nuances
According to Tatiana Sapozhnikova, an employee of the reserve, up to 50 tourists can visit Manpupuner in one day, but such a large influx is rare.
"There are two slots per day for helicopter tours, and there are hiking groups that follow the trail from the Vologda edge of the reserve," she told Izvestia.
Hikers can relax on the plateau in a special trailer, light a stove and drink tea.
— There is a bit of Internet here, so we can communicate with our loved ones, — said Tatiana. — I came to work here to escape from the hustle and bustle of the city, although I am an economist by education. We are dropped off on the plateau by helicopter, food and necessities of life are delivered. In the evenings, we play board games, read books, and engage in creative activities.
In Komi, "Izvestia" met with participants of the project "Know. Be in love. Be proud!", which is held as part of the Rosmolodezh project "More than a journey". Oksana, a designer from Khabarovsk, shared that she has long been fond of outdoor activities.
"We visited Mount Manarage and the Manpupuner plateau, and made a small but difficult ascent to a glacial lake," she recalls. — I doubted if I could, because I have a serious knee injury. But everything worked out, which I am very happy about! Along the way, we had incredible views, we met bears and many beautiful birds.
According to Oksana, the encounter with the bear did not scare her, as it is a common occurrence in the girl's homeland.
— My expectations from Komi did not match reality! — said the traveler. — I thought it would just be interesting, but it turned out very, very cool. I think it was a great decision to go on tour: it's unlikely that without the project I would have been able to travel from my Far East to such distant places.
And Elizaveta Monastyrskaya, a student from Moscow, noted that she was most impressed by the helicopter flight and the northern Lights.
"This is my first time in Komi, and I've had a lot of impressions," she said. — Helicopter flight is incredibly exciting, you can admire the views — mountains, lakes, and the endless taiga. And we also caught the northern Lights, it was just magical.
Where to go for a story
For impressions, you can also go to Bashkiria, where the ethnographic program is combined with the natural routes of the Southern Urals, they told in the "Big Country". Tourists visit the National Museum, prepare traditional treats, get acquainted with the national costume, try it on and take pictures in the interior of the yurt.
— And Udmurtia is known as the "land of the rattling springs." The ethnotourists visit the estates of the northern, central and southern Udmurts, taste Udmurt and Mari dishes, get acquainted with the traditions of the Finno-Ugric peoples and sacred places, the experts said. — Folk folklore characters participate in the programs, so getting to know the culture turns out to be alive, not a museum experience.
Kalmykia is a small republic with distinctive traditions and the only people in Europe who traditionally profess Buddhism. Travelers visit Europe's largest Buddhist temple, the National Museum and the Museum of Nomadic Peoples, try on costumes, shoot arrows and try to write the Old Kalmyk vertical script "Todo-bichig".
The ethnographic part of Altai is closely connected with nature and active recreation. Tourists live in ethno-camping yurts or come to visit a traditional village, meet with local residents, learn about their beliefs and customs. The programs include ancient petroglyphs, stone steles and mounds, horseback riding and four—wheel drive car rides, dinner in a national yurt and a throat singing concert. A trip to Lake Baikal introduces Buryat traditions: tourists visit datsans and stupas, learn about shamanic rituals and ancient legends, learn to dance the yohor, participate in folklore programs and master classes on national cuisine.
And the museum-reserve "Ulug Hurtuyakh Tas" tells about the culture of the Khakas. Here you can see a real 19th—century yurt and a four—thousand-year-old idol - the Great Stone Mother, get acquainted with traditional medicine and taste herbal tea. The routes also include the Valley of the Kings and Shushenskoye, an open—air museum of wooden architecture.
"One of the deepest ethnographic dives is Yamal. Tourists do not come to a stylized village, but to real families of nomadic reindeer herders. They live in a plague, participate in the daily life of the camp, learn how to cast a noose on a deer, harness and drive a team, and get acquainted with traditional hunting and fishing. On the table there is venison, northern fish, ear, shurpa and a dish "nyar nekhi". In Gornoknyazevsk, you can visit an ethnopark with winter and summer plagues, sleds and household items of Nenets, Khanty and Selkup people," the community shared.
What are the other trends of this tour season?
The "Island" service told "Izvestia" that event tourism strengthens the regions. In conditions where travel has proved to be fraught with logistical difficulties, Russians need additional motivation to travel. According to Irina Kozlova, the managing director of the service, the southern resorts have not disappeared anywhere and have retained their leading positions, but this summer some tourists began to look for an alternative to their usual beach holidays.
"Destinations for active tourism, small towns and sightseeing routes have received an additional boost," she said. — As a result, the geography and formats of domestic tourism have become more diverse.
This trend is confirmed by the data from " <url>". Thus, sales of goods for tourism and camping among private buyers in June – August 2026 increased by 10% in Russia. The demand for travel accessories and supplies, such as ropes, burners, and compasses, has increased one and a half times.
"This summer, Russians more often chose independent routes, hiking and car trips, and businesses developed related areas — organized field events and set up recreation areas," the analysts noted.
In general, as noted in the "Big Country", the main trend is the transition from a regular excursion to direct participation. It is no longer enough for a tourist to explore the museum's exposition: he wants to cook a national dish, master a craft, shoot a traditional bow, harness a deer or dog sled, learn a dance, listen to local songs and communicate with cultural speakers.
Of particular interest are the lively traditions — meetings with reindeer herders' families, artisans, musicians and residents of national villages. This format allows you to learn about Russia through people, their language, cuisine, customs and family memory.
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