Tourism's Next Big Shift: Forget Long Vacations, Welcome the 'Micro-Trip'

A major shift is reshaping how we travel, according to a leading Russian tourism expert. The traditional long-haul holiday is being edged out by shorter, intensely personal getaways designed for maximum emotional impact.

Valentin Shubin, a project director at the Agency for Strategic Initiatives, outlined the change during the "Know Our: Summer 2026" online exhibition. He identified personalization as the core trend. Travelers are increasingly building their own trips, stripping out unwanted elements and tailoring packages to their precise tastes and budget.

"Tourism is the economy of experiences," Shubin noted. "We're seeing demand for entirely new formats and locations—journeys to castles, mysterious forests for medieval feasts. Scotland immediately comes to mind."

In Russia, key growth areas now include road trips, film-induced travel, and culinary, wellness, and event-based tourism. "Today's traveler selects a location, an experience, a state of mind, and a meaning," Shubin explained.

He also highlighted the rise of the 'selfie-tour,' a curated photo-focused trip. Organizers plot routes through the most scenic spots, identify perfect angles, and even provide professional photographers. The resulting ideal shot isn't just a souvenir; it becomes powerful advertising for the destination, reaching hundreds of thousands online. The message is clear: the future belongs to compact, meaningful journeys built by the traveler, for the traveler.