Marketing in Soviet Foreign Tourism

Between Propaganda, Foreign Currency, and Cultural Performance
,
From its beginnings in the late nineteenth century, the tourism industry relied heavily on marketing. But how did an ideologically driven state like the Soviet Union present itself abroad as an attractive travel destination?
To foreign visitors in the 1920s, the 
Soviet Union
deu. Union der Sozialistischen Sowjetrepubliken, deu. Sowjetunion, rus. Sovetskiy Soyuz, rus. Советский Союз, und. Совет Ушем, und. Советонь Соткс, rus. Sovetskij Soûz, und. Советий Союз, yid. ראַטן־פֿאַרבאַנד, yid. סאוועטן פארבאנד, yid. sovətn farband, yid. sovʿtn-farband, yid. sovətn-farband, und. Советтер Союзу, und. Совет Союзы, und. Советон Цæдис, und. Совет Эвилели

The Soviet Union (SU or USSR) was a state in Eastern Europe, Central and Northern Asia that existed from 1922 to 1991. It emerged from the so-called Soviet Russia, the successor state of the Russian Empire. The Russian Soviet Republic formed the core of the union and at the same time its largest part, with further constituent republics added. Their number varied over time and was related to the occupation of other countries (Estonia, Latvia, Lithuania), Soviet republics that existed only for a short time (Karelo-Finlandia) or the division or merger of Soviet republics. In addition, there were numerous autonomous republics or other territorial units with an autonomy status that was essentially limited to linguistic autonomy for minorities.

Before its formal dissolution, the USSR consisted of 15 Soviet republics with a population of approximately 290 million people. At around 22.4 million km², it was the largest territorial state in the world at the time. The Soviet Union was a socialist soviet republic with a one-party system and an absence of separation of powers.

—much like the Russian Empire before it—appeared as an exotic and at times bewildering land full of dangers and surprises. Toward the end of the decade, however, the Soviet leadership itself began to recognize the political, educational, and diplomatic potential of foreign tourism, particularly from the capitalist West. The goal became to convey a new, positive image of the Soviet Union through targeted marketing. In the years immediately following the Soviet Union’s founding in December 1922, tourism—initially domestic tourism—became a matter of state, for both economic and ideological reasons.1 The concept of “proletarian tourism” was introduced as a way of familiarizing the population with Soviet life and socialist culture2 while also promoting a socialist worldview. 
The tourism offering for international visitors was now also to be standardized. An examination of key concepts, media strategies, and travel accounts reveals how state actors used marketing both to generate foreign currency and to present a carefully staged image of socialism—and how differently these presentations were perceived by tourists themselves. This marketing strategy relied on a variety of forms of tourism advertising and media communication, including guidebooks, brochures, posters, postcards, and souvenirs.

Intourist as a Monopoly Agency

The entire organization of tourism for foreign visitors was handled by Intourist, a Soviet agency founded in 1929. As the official point of contact, it operated an extensive network of tourism infrastructure until 1939, including 13 offices abroad, 27 hotels, and 26 restaurants. It also had 334 vehicles at its disposal and operated 27 travel routes.3 The presentation of the Soviet Union remained tightly controlled4 and carefully staged, with tourism serving as a stage for socialist self-representation under state direction. After the Second World War, Intourist was reorganized and remained the central actor in Soviet foreign tourism even as the Soviet Union began cautiously opening to the outside world in the 1950s.

Soviet Concepts of Foreign Tourism

From the 1950s onward, Soviet decision-makers increasingly viewed foreign tourism as an “ideal instrument for generating foreign currency.”5 Those responsible sought to develop attractive marketing concepts that would present the Soviet Union as a worthwhile travel destination. In the context of the Cold War, tourism for foreign visitors acquired additional political as well as economic significance. To this end, Soviet officials relied on ideologically charged language as well as visual and artistic devices that stood at the center of Soviet marketing and advertising. In tourism advertising, the country’s ethnic, geographic, and cultural diversity was staged as an expression of unity in diversity, becoming a central topos of Soviet self-representation.
From the 1960s onward, priority was given to the following destinations: cultural centers in the European part of the Soviet Union, including 
Moskva
eng. Moscow, deu. Moskau, rus. Москва, rus. Kučkov, rus. Kučkovo, rus. Кучков, rus. Кучково, rus. Moskov, rus. Moskovʺ, rus. Московъ, rus. Москов

Moscow (population 2024: 13,146,907) is the capital of the Russian Federation and the most populous city located entirely in Europe. It is situated in the west of the country. Moscow is also the capital of the Central Russian Federal District. The administrative unit “City of Federal Significance Moscow” includes several other towns and has a population of 13,258,262. The city is by far the most important political, economic, scientific, and cultural center of the country.

Moscow was founded around the 11th/12th century. The construction of the fortification (Kremlin) is dated to the beginning of the second half of the 12th century. In the 13th century, Moscow became the capital of a sub-principality of the Grand Duchy of Vladimir. In the 14th century, the princes of Moscow established themselves as rulers of the entire Rus. However, from 1247 to 1480, it was required to pay tribute to the Golden Horde, which devastated Moscow in 1238. In 1571, the city, which was almost entirely built of wood, was burned down by Tatar troops. By this time, however, Moscow was already the undisputed center of power in Russia. In 1687, the city's first college was opened, followed by its first university in 1775. Peter the Great moved the capital to Saint Petersburg in 1712. Weakened by unrest and plague, Moscow's development lagged behind that of the new capital. The invasion of Napoleon's troops in 1812 brought a deep cut in Moscow's development, with the city's population setting their houses on fire to repel them. The rapid reconstruction gave Moscow a modern cityscape.

After the October Revolution and the relocation of the capital back to Moscow in 1918, the city experienced an enormous expansion of its public infrastructure, and numerous prestigious buildings were erected until World War II. However, the expansion of residential space was never able to keep pace with population growth. This growth could not be slowed down, even by various restrictions on in-migration, some of which are still in force today. However, the city also grew through incorporations, particularly in 1960 and 2012.

In 1980, Moscow hosted the Summer Olympics. In the years that followed, however, the growing crisis in the Soviet Union also affected the city, which, following decentralization movements in the republics and unrest in Russia itself, was ultimately directly affected by the attempted coup in 1991. After the final collapse of the Soviet Union at the end of 1991, Moscow remained the capital of Russia. Since then, the city center in particular has been increasingly characterized by modern, prestigious buildings. Other features of the city's development in the post-Soviet era include the reconstruction of churches destroyed or repurposed during the Soviet era, the renovation of pre-Soviet buildings in the city center, and the expansion of transport infrastructure on the outskirts.

Sankt-Peterburg
rus. Leningrad, deu. Sankt Petersburg, eng. Saint Petersburg, rus. Санкт-Петербург, rus. Ленинград, rus. Петроград, rus. Petrograd, rus. Sant-Piter-Burh, rus. Sankt-Piter-Burh

Saint Petersburg (population in 2024: 5,645,943, of which 4,732,198 live in the city proper) is a metropolis in northeastern Russia. It is the country’s second-largest city after Moscow. The city was founded in 1703 by Peter the Great at the mouth of the Neva River in the Baltic Sea. From 1712 to 1918, it was the capital of Russia. Alongside Moscow, St. Petersburg is Russia’s most important site for industry, education, culture, and trade, as well as one of its most important ports. From 1914 to 1924, the city was known as Petrograd, and from 1924 to 1991, as Leningrad.
During World War II, the city was besieged by the German Wehrmacht from September 8, 1941, to January 27, 1944—a total of 871 days. Over one million civilians died in the city, which had been systematically cut off from all supplies.

Historische Orte
Russian Empire
  (
rus. Российская империя, rus. Rossijskaja imperija, eng. Russian Empire, deu. Russisches Zarenreich, rus. Всероссийская империя, rus. Wserossijskaja imperija, deu. Kaiserreich Russland, deu. Russisches Kaiserreich, deu. Russisches Reich, deu. Russländisches Reich, deu. Russländisches Kaiserreich
)
Kiïv
ukr. Kyjiw, eng. Kiev, eng. Kyiv, deu. Kiew, ukr. Київ, pol. Kijów, ukr. KiÌv, ukr. Kyïv

Kiev is located on the Dnieper River and has been the capital of Ukraine since 1991. According to the oldest Russian chronicle, the Nestor Chronicle, Kiev was first mentioned in 862. It was the main settlement of Kievan Rus' until 1362, when it fell to the Grand Duchy of Lithuania, becoming part of the Polish-Lithuanian noble republic in 1569. In 1667, after the uprising under Cossack leader Bogdan Chmel'nyc'kyj and the ensuing Polish-Russian War, Kiev became part of Russia. In 1917 Kiev became the capital of the Ukrainian People's Republic, in 1918 of the Ukrainian National Republic, and in 1934 of the Ukrainian Soviet Socialist Republic.
Kiev was also called the "Mother of all Russian Cities", "Jerusalem of the East", "Capital of the Golden Domes" and "Heart of Ukraine".
Kiev is heavily contested in the Russian-Ukrainian war.

Due to the war in Ukraine, it is possible that this information is no longer up to date.

Odessa
deu. Odessa, ukr. Одеса, rus. Одесса, rus. Odessa

Odessa is a metropolis in southwestern Ukraine which had about one million inhabitants in 2019. It is located about 480 km south of Kiev, near the border with the Republic of Moldova and directly on the Black Sea. Odessa is the most important port city in Ukraine.

Due to the war in Ukraine, it is possible that this information is no longer up to date.

Minsk
rus. Minsk, rus. Минск, bel. Мінск

Today, Minsk is the capital of the Republic of Belarus. Its history dates back to 1067.
Over the centuries, Minsk belonged to the Principality of Polock, the Grand Duchies of Kiev and Lithuania, the united Poland-Lithuania, the Russian Empire, the Belarusian Democratic Republic (briefly the Lithuanian-Belarusian SSR), the Byelorussian Soviet Socialist Republic, which belonged to the Soviet Union, and finally to Belarus. The multicultural city, which at all times was home to other minorities in addition to Jews, Poles, Russians and Belarusians, suffered repeatedly from passing armies and the consequences of war, for example in the Russo-Polish War (1654-1667), the Great Northern War (1700-1721), under Napoleon, and in the First and Second World Wars. Under German occupation, the largest ghetto in the occupied People's Republic was established in Minsk in 1941. The death camp Maly Trostinez was located near the city. At the same time, the surrounding forests were a center of resistance. After World War Two, the city was rebuilt in the socialist style, including housing for a population that was rapidly increasing due to industrialization and urbanization.

Tallinn
deu. Reval

Tallinn (until 1918 Reval) is the capital of Estonia. It is located in the Harju County, right on the Baltic Sea and is home to about 434,000 people.

, and 
Rīga
deu. Riga, lat. Riga, lit. Ryga, dan. Riga, swe. Riga, yid. rygʿ, yid. ryga, yid. ריגע, pol. Ryga, rus. Riga, rus. Рига, est. Riia

Riga is the capital of Latvia (population 2025: 588,911) and by far the largest city in the country. It is located in the southwest of the historical landscape of Livonia near the mouth of the Daugava River in the Gulf of Riga. Riga was an important trading and Hanseatic city with a multi-ethnic, but largely German-speaking population for centuries, whose political supremacy changed repeatedly. Until the end of the Middle Ages, it was mainly spiritual rulers (Archbishopric of Riga, Teutonic Order) who claimed the city and surrounding area for themselves, but after a brief period of Polish-Lithuanian rule, the city came under Swedish control in 1621. A century later, Riga became part of the Russian Empire and the capital of the Baltic governorate of Livonia.

In 1918, Riga became the capital of an independent Latvian state. After the German occupation during the Second World War in 1941, the Jewish population of Riga (8% of the total population) was mainly imprisoned in the ghetto, where numerous Jewish people from the territory of the German Reich at the time were also deported. In the same year, the Wehrmacht organized mass shootings of the Jewish population in the area of today's city. After the Second World War, the ethnic structure of Riga changed - the Jewish, German and Polish populations disappeared and were replaced by Russian, Belarusian and Ukrainian populations. The Latvian population lost its majority in the city and fell to almost a third by the time the Soviet Union collapsed. They now make up 47% of the total population.

; resorts on the 
Crimea
lat. Tauris, rus. Крым, rus. Krym, ukr. Крим, ukr. Krym, deu. Krim

Crimea is a peninsula separating the Black Sea from the Sea of Azov. It is inhabited by nearly 2.3 million people. The capital is Sevastopol. The island is largely inhabited by Russian-speaking populations. Its status has been disputed under international law since 2014.

 and along the 
Black Sea
deu. Schwarzes Meer

The Black Sea lies between Eastern Europe, Asia Minor, and the Caucasus. Since it is connected northward only via the Kerch Strait to the shelf sea, the Sea of Azov, and southward only via the Bosporus to the Mediterranean Sea, it has the character of an inland sea. It reaches a depth of up to 2,212 m and covers an area of approximately 436,400 km²—or 474,000 km² when including the Sea of Azov. Its largest tributaries are the Danube, the Dnieper, and the Don.

, such as 
deu. Jalta, rus. Ялта, ukr. Jalta, rus. Jalta, ita. Kaulita, ita. Etalita, ita. Gaulita, und. جاليطة, und. Ǧaliṭah, und. Dschalita, eng. Yalta, crh. Yalta, ukr. Ялта, grc. Gialós, grc. Γιαλός

Yalta (population in 2024: 72,013) is the most popular resort town on the Black Sea coast of the Crimean Peninsula, which formally belongs to Ukraine but has been occupied by Russia since 2014. Yalta’s origins date back to ancient times. Yalta is associated with the Greek colony of Gialos, which existed in the 5th century BCE. In the Middle Ages, the city was part of the Byzantine Empire. In the 14th century, it was a Genoese colony, and in the 15th century, it fell to the Ottoman Empire. In 1783, Yalta was conquered by Russia. During the German occupation (1941–1944) in World War II, a ghetto for the Jewish population was established in the city. Of the approximately 4,500 people there, most were shot on April 18, 1941. Yalta is known for the conference held there from February 4 to 11, 1945, during which the foundations for the postwar world order were laid as World War II drew to a close. In 1954, as part of the Soviet Union, the city—along with the Crimea—was transferred from the Russian to the Ukrainian Soviet Socialist Republic.

Alušta
grc. Alouston, grc. Ἄλουστον, ita. Lusta, crh. Aluşta, rus. Алушта, rus. Alušta, ukr. Алушта, ukr. Aluschta, ukr. Alushta

Alushta (population in 2024: 29,641) is a popular resort town on the Black Sea coast on the Crimean Peninsula. Although the peninsula formally belongs to Ukraine, it was occupied by Russia in 2014. Alushta’s origins date back to ancient times. However, the original settlement was destroyed, and the modern city has been known since the Genoese rule in the 15th century. In 1475, Alushta belonged to the Crimean Khanate. During the war against the Ottoman Empire (1768–1774), it was conquered by Russia. Alushta has been a city since 1802. In 1954, as part of the Soviet Union, it was transferred—along with the entire peninsula—from the Russian Soviet Socialist Republic to the Ukrainian Soviet Socialist Republic.

Êvpatorìâ
ukr. Jewpatorija, ukr. Eupatoria, rus. Kozlov, rus. Козлов, crh. Кезлев, crh. Kezlev, rus. Evpatoriâ, rus. Евпатория, rus. Ewpatorija, ukr. Євпаторія, ukr. Yevpatoria, ukr. Yevpatoriia, ukr. Yevpatoriya

Yevpatoria (population in 2024: 105,549) is a seaport on the west coast of the Crimean Peninsula, which formally belongs to Ukraine but became occupied by Russia in 2014. Yevpatoria’s origins date back to the era of Greek colonization in antiquity. In the Middle Ages, the town lay within the sphere of influence of the Khazars and later the Kipchaks. In the 15th century, it fell to the Ottoman Empire, to which the Crimean Khanate paid tribute. In 1783, the city was conquered by Russia, and in 1784 its name was changed from Kozlov to Eupatoria. In 1954, as part of the Soviet Union, the city—along with the Crimea—was transferred from the Russian to the Ukrainian Soviet Socialist Republic. Since the 1930s, Eupatoria has been a major resort town specializing in particular in children’s recreation.

 (also Eupatoria), 
Feodosìâ
ukr. Feodosiya, ukr. Feodosiia, rus. Феодосия, ukr. Feodossija, tur. Kefe, ita. Caffa, grc. Κάφφας, grc. Káffas, grc. Θεοδοσία, grc. Theodosía, crh. Kefe, rus. Feodosiâ, ukr. Feodosia, ukr. Teodosìâ, ukr. Теодосія, ukr. Феодосія, ukr. Theodosia, hye. ṫeodosia, hye. Թեոդոսիա

Feodosia (population in 2024: 64,493) is a port city and a popular seaside resort on the east coast of the Crimean Peninsula, which formally belongs to Ukraine but was occupied by Russia in 2014. Feodosia’s origins date back to the era of Greek colonization in antiquity. However, several settlements in the area of the present-day city were destroyed, the last of which was the Genoese colony of Caffa in 1308. It was later rebuilt at its current location. In the Middle Ages, the town lay within the sphere of influence of the Golden Horde and later within that of the Ottoman Empire, to which the Crimean Khanate paid tribute. In 1783, Russia conquered the city, known as Kefe, and renamed it Feodosia in 1804, after the ancient colony. In 1954, as part of the Soviet Union, the city—along with the Crimea—was transferred from the Russian to the Ukrainian Soviet Socialist Republic. Starting in the 11th century, an increasing number of Armenians migrated to the Crimea. Until the 18th century, they constituted a majority in Feodosia. They eventually assimilated into the Crimean Tatar population, most of whom were deported in 1944 and have only been able to resettle in the Crimea since 1989. During the German occupation in World War II (1941–1944), two-thirds of the city’s approximately 3,300 Jews were murdered in 1941.

 (Russian/Ukrainian: Feodosiya), 
kat. Sochumi, rus. Suhum, rus. Сухум, kat. soxumi, kat. სოხუმი, kat. sochumi, kat. Sukhumi, kat. Sokhumi

Sokhumi (Abkhaz: Aqwa; population in 2024: 65,083) is the capital of Abkhazia, a region in northwestern Georgia that has been de facto independent since 1993 with Russian support. The modern city was built on the ruins of the Roman fortress of Sebastopolis. From the 8th century onward, it was known as Tskhumi, when it was part of the Kingdom of Abkhazia. Abkhazia was absorbed into the Kingdom of Georgia in 1008, from which it seceded again toward the end of the 15th century. In the 11th–12th centuries, Sukhumi served as the royal summer residence. The city played a central role in the Black Sea slave trade. In 1570, it fell definitively to the Ottoman Empire. In 1810, Russia conquered Sukhumi for the first time. This was followed by a period of alternating Russian and Ottoman conquests. It was not until the Russo-Ottoman War (1877–1878) that Russia finally prevailed. From 1918 to 1921, the city belonged to the Democratic Republic of Georgia until it was conquered by the Red Army. Subsequently, the Abkhazian SSR formed an equal part of the Transcaucasian Socialist Federative Soviet Republic, which was downgraded to an autonomous part of the Georgian SSR in 1931. During the Soviet era, Sukhumi developed into a lively, upscale seaside resort. Toward the end of the Soviet era, the city's population was twice as large as it is today; however, it has since declined by two-thirds, primarily due to the war against Georgia and subsequent ethnic conflicts.

tbilissi
eng. Tbilisi, kat. ტფილისი, kat. თბილისი, kat. tpilissi, deu. Tiflis, rus. Тифлис, rus. Тбилиси, rus. Tbilisi

Tbilisi (population in 2025: 1,309,028) is the capital of Georgia. It is located in the eastern part of the country in a valley of the Caucasus Mountains. The city was likely founded in the 4th century. It was part of the Kingdom of Iberia, which came under the rule of both the Persians and the Romans at various times. Later, the city first came under Byzantine rule and, beginning in 1068, under Seljuk rule. In 1121, it became the capital of the Kingdom of Georgia. Due to its location at a crossroads of several trade routes between Europe and Asia, the city soon prospered economically. In the 1220s, it was conquered several times by the Mongols and finally fell to them in 1235. In the 17th century, Tbilisi belonged to the Ottoman Empire; in the 19th century, it was occupied by the Persians and, in 1799, by the Russians. From 1850 onward, the entire Caucasus region of the Russian Empire was administered from Tbilisi. The city experienced a renaissance as a major commercial hub, benefiting from its additional roles as an administrative center and transportation hub. From 1918 to 1921, Tbilisi served as the capital of the Democratic Republic of Georgia until it was conquered by the Red Army.
Subsequently, until 1936, Tbilisi served as the capital of the Georgian SSR and, at the same time, of the Transcaucasian Socialist Federative Soviet Republic. In the 1940s, several factories from areas threatened by the German invasion were evacuated to the city, which brought about a further economic boom. In 1956 and 1989, anti-Soviet demonstrations in Tbilisi were brutally suppressed. Since Georgia gained independence in 1991, the city’s appearance has become significantly more modern.

, and 
Batumi
rus. Batumi, kat. bat’umi, kat. ბათუმი, kat. batomi, kat. ბატონი, kat. bat’um, kat. ბათუმ, eng. Batoum, rus. Batum, rus. Батуми, rus. Батум

Batumi (population in 2025: 246,300) is a popular resort town in the Autonomous Republic of Adjara in northwestern Georgia. The city is located on the Black Sea coast. After the collapse of the medieval Kingdom of Georgia, the Ottoman Empire attempted to conquer Batumi, but did not succeed until 1614. During the Russo-Turkish War of 1877–1878, the city fell to Russia. Batumi developed into a center for oil refining. In 1918, it was briefly recaptured by the Ottoman Empire but was taken by the British later that same year. In 1920, the city was handed over to Georgia. Georgia was annexed by Soviet Russia in 1921, and Batumi became the capital of the Autonomous Republic of Adjara, which formally belonged to Georgia from 1991 to 2004 but was de facto independent of the central government.

; cities along the historic Silk Road, including 
Bakı
rus. Баку́, deu. Baku, eng. Baku, aze. باکی

Baku (population in 2024: 1,187,200; metropolitan area: 2,351,300) is the capital and by far the largest city in Azerbaijan. It is located in the eastern part of the country on the Absheron Peninsula along the coast of the Caspian Sea. The region has been known since ancient times for its natural oil reserves, which today form the foundation of Azerbaijan’s economy. In the 12th century, Baku was the capital of the state of Shirvan. In the 16th century, the city was ruled first by the Ottoman Empire and then by Persia. In the 19th century, after several interruptions, the city finally fell to Russia in 1828. Industrial crude oil production began in the region in 1846. From 1918 onward, Baku was the capital of the Azerbaijan Democratic Republic, which was annexed by Soviet Russia in 1920. In the run-up to Azerbaijan’s independence (1991), unrest broke out in Baku in 1990, culminating in an occupation by the Soviet Army and anti-Armenian pogroms.

Samarqand
deu. Samarkand, eng. Samarkand, uzb. Samarķand, uzb. Samarkand, grc. Μαράκανδα, grc. Marákanda

Samarkand (population in 2025: 605,800) is the capital of the same-named administrative region (viloyat) in eastern Uzbekistan. The date of Samarkand’s founding is unknown, but the city likely already existed in 329 BCE, when Alexander the Great conquered the region. Until the Arab conquest in 712, Samarkand’s allegiance shifted between various Greek empires and the Kushan Empire. In the 8th century, the city emerged as an important center of Islam in the Middle East. In the 9th–10th centuries, Samarkand was under Persian rule; subsequently, various Turkic peoples ruled the region. In 1220, the city was conquered and destroyed by Genghis Khan. In 1369, Samarkand became the capital of the Mongol Empire under Timur, and from 1500 onward, it served as the capital of the Uzbek Khanate until the khan moved to Bukhara. The territory later known as the Emirate of Bukhara fell under Russian influence in 1868. Beginning in 1924, it became a direct part of the Soviet Union, and from 1925 onward, the city belonged to the Uzbek SSR.

d, and 
Buxoro
deu. Buchara, uzb. Buhoro, rus. Buhara, uzb. Бухоро, rus. Buchara, rus. Бухара, eng. Bukhara

Bukhara (population in 2025: 279,100) is the capital of the administrative region (viloyat) of the same name in southern Uzbekistan. Bukhara is believed to have been founded in the 6th century BCE, when the region was under the influence of the Persian Achaemenid Empire. The city rapidly developed into an important center for long-distance trade. A branch of the Silk Road ran through Bukhara. Beginning in the 7th century, however, the city faced Arab attacks. In the 8th century, the Arabs partially conquered Bukhara and converted the population to Islam. In the 9th–10th centuries, Bukhara was once again under Persian rule; subsequently, various Turkic peoples ruled the region. In 1220, the city was conquered and destroyed by Genghis Khan. In the same century, additional troops invaded Bukhara, subjecting the population to severe repression and open terror. With the emergence of the Uzbek Khanate in 1428, new rulers came to power in the region. In 1506, the Khanate (later Emirate) of Bukhara was established, which came under Russian influence in 1868. Beginning in 1924, Bukhara was a direct part of the Soviet Union and, starting in 1925, belonged to the Uzbek SSR.

; spa resorts in southern Russia such as 
rus. Sochi, rus. Soči, rus. Сочи, rus. Sotschi, hye. Սոչի, hye. Soċi

Sochi (population in 2024: 445,139) is a port city and a popular seaside resort on the eastern coast of the Black Sea in southern Russia. The foundation of the modern city was laid by Fort Aleksandiâ, built in 1838. The first settlement — Dahsovkij Posad — was established in 1874, while Fort Sochi was built in 1896. During the 1905–1907 Revolution, the short-lived Republic of Sochi was proclaimed (1905–1906), and during the civil war following the October Revolution, Georgia briefly occupied the town (1918–1919). Around the beginning of the 20th century, Sochi began to develop into a resort town, which led to it being granted city rights in 1916. Gradually, various bathing and health resorts sprang up in the city and its surroundings. Numerous celebrities also had their residences built in Sochi. Various sporting events are held in the city, such as the 2014 Winter Olympics.

 and 
rus. Пятигорск, rus. Pâtigorsk, rus. Pyatigorsk, rus. Pjatigorsk

Pyatigorsk (population in 2024: 142,895) is a city in the Stavropol Krai in southern Russia. Since 2010, Pyatigorsk has been the capital of the North Caucasus Federal District. The city was founded in 1830 as a health resort. During World War II, Pyatigorsk was occupied by the German Wehrmacht from 1942 to 1943.

; Russian industrial centers along the Trans-Siberian Railway and in the Volga region, for example 
Wolgograd
eng. Tsaritsyn, eng. Stalingrad, eng. Volgograd, rus. Царицын, rus. Сталинград, rus. Волгоград, rus. Zarizyn, rus. Stalingrad, deu. Wolgograd

The city on the Volga was called Tsaritsyn until 1925, then Stalingrad until 1961. It is internationally known because of the Battle of Stalingrad in World War II, in which the Wehrmacht and its allies were devastatingly defeated by the Red Army in the winter of 1942/43, and which is considered a psychological turning point in the war. In the framework of de-Stalinization, the city was renamed Volgograd in 1961.

 and 
Kazanʹ
rus. Kazan, rus. Kasan, rus. Каза́нь, und. Казан, und. Kazan

Kazan (population in 2024: 1,329,825) is the largest city on the Volga River. The city is located in the Russian Republic of Tatarstan. As the republic’s capital and one of Russia’s largest cities, it is also one of Russia’s most important industrial centers. The city is characterized by a high proportion of Tatar and Muslim residents.

; as well as leisure destinations in the 
Baltics
lat. Balticum, deu. Baltikum, deu. Baltische Staaten, deu. Baltische Provinzen

The Baltic States is a region in the north-east of Europe and is composed of the three states Estonia, Latvia and Lithuania. The Baltic States are inhabited by almost 6 million people.

—particularly popular were 
Rīga
deu. Riga, lat. Riga, lit. Ryga, dan. Riga, swe. Riga, yid. rygʿ, yid. ryga, yid. ריגע, pol. Ryga, rus. Riga, rus. Рига, est. Riia

Riga is the capital of Latvia (population 2025: 588,911) and by far the largest city in the country. It is located in the southwest of the historical landscape of Livonia near the mouth of the Daugava River in the Gulf of Riga. Riga was an important trading and Hanseatic city with a multi-ethnic, but largely German-speaking population for centuries, whose political supremacy changed repeatedly. Until the end of the Middle Ages, it was mainly spiritual rulers (Archbishopric of Riga, Teutonic Order) who claimed the city and surrounding area for themselves, but after a brief period of Polish-Lithuanian rule, the city came under Swedish control in 1621. A century later, Riga became part of the Russian Empire and the capital of the Baltic governorate of Livonia.

In 1918, Riga became the capital of an independent Latvian state. After the German occupation during the Second World War in 1941, the Jewish population of Riga (8% of the total population) was mainly imprisoned in the ghetto, where numerous Jewish people from the territory of the German Reich at the time were also deported. In the same year, the Wehrmacht organized mass shootings of the Jewish population in the area of today's city. After the Second World War, the ethnic structure of Riga changed - the Jewish, German and Polish populations disappeared and were replaced by Russian, Belarusian and Ukrainian populations. The Latvian population lost its majority in the city and fell to almost a third by the time the Soviet Union collapsed. They now make up 47% of the total population.

 Beach and 
Jūrmala
deu. Riga-Strand

Jūrmala is a resort town on the Baltic Sea in Latvia. The city is inhabited by 57,000 people and is located only 10 km from Riga, the capital of Latvia.

 in Latvia and 
Pärnu
deu. Pernau, rus. Pernov, rus. Пернов, rus. Pârnu, rus. Пярну, pol. Parnawa

Pärnu (population in 2025: 40,934) is an Estonian county seat in the eastern part of the country. The port city was founded in 1241 by the Livonian Order. It was a member of the Hanseatic League. From 1560 to 1617, Pärnu belonged to Poland, with brief interruptions due to Swedish and Russian occupation. Legal recognition of the Swedish incorporation did not occur until 1660. In 1721, Pärnu was conquered by Russia. The Declaration of Independence of the Republic of Estonia was proclaimed in the city on February 23, 1918; the country regained its sovereignty after periods of Soviet (1939–41, 1944–1991) and German (1941–1944) occupation. Pärnu has been a major Baltic Sea resort since the 19th century.

 in Estonia.6 At the same time, Intourist promoted a broad range of travel experiences, from cultural and city tours to beach vacations, event visits (including exhibitions), and sports tourism, including hunting.
The destinations being promoted functioned as carefully staged spaces intended to project a connection between national identity and a form of socialism with international appeal. This was expressed on promotional posters, for example, through the juxtaposition of historic buildings, folkloric elements, and modern infrastructure. Typical itineraries included visits to historic sites, economic and cultural institutions, natural landmarks, and theaters. At the same time, promotional materials foregrounded the Soviet Union’s geographic and ethnocultural diversity—from the Baltic coast to the regions of Central Asia and the Caucasus. 

Marketing Socialism: Between Control, Attraction, and Systemic Limitations

Throughout their stay, visitors' movements and interactions were closely monitored and regulated.7 Until the 1960s, however, Soviet efforts to market the country and manage the tourist experience repeatedly ran up against infrastructural problems, including a shortage of hotel accommodation outside major cities, supply bottlenecks, and organizational deficiencies. At Intourist, systematic target-group analysis modeled on Western approaches played only a limited role. Nevertheless, from the 1960s onward, efforts were made to respond more closely to the wishes of foreign visitors—for example by opening new bars, offering a wider range of entertainment, and improving hotel services. At the same time, however, there remained a shortage of professionally trained staff, along with difficulties in currency exchange. Yet the Soviet Union’s self-image as a morally superior alternative to the capitalist West meant that such shortcomings were ignored for a long time. The “selling” of socialism8 remained a challenge, one that became particularly apparent in tourism.

Media

The importance of media in promoting Soviet tourism was widely recognized. Promotional brochures, posters, postcards, magazines, guidebooks, maps, luggage labels, and publications in a range of languages—including German, English, French, Italian, and Dutch—played a central role. Produced primarily by Intourist, these materials provided many foreign visitors with their first glimpse of the Soviet Union. Titles such as “Welcome to the USSR”, “Besuchen Sie die UdSSR” (Visit the USSR), “Seeing the Soviet Union”, “Winterreisen in die Sowjetunion” (Winter Journeys to the Soviet Union), and “Maggio nell’URSS” (May in the USSR) promoted the country with an informal tone and through picturesque depictions of historic sites, cultural and industrial landmarks, famous personalities, and global events—for example in connection with the Soviet space program. They promised an exciting visit to a vast and diverse realm.  
Hand-crafted souvenirs also served as promotional tools. Traditional Russian matryoshka dolls (matrëški), also known as nesting dolls, as well as Central Asian tubeteikas (round skullcaps), colorful scarves, and fur hats reflected the cultural diversity of the Soviet Union. At the same time, products such as Soviet wristwatches and books symbolized the country's economic and cultural achievements. Visitors could easily purchase these souvenirs in hotel shops and in the foreign-currency stores known as Berezka (“Birch”),9 which had operated since 1961 and also stocked imported goods such as clothing, cosmetics, tobacco products, and alcohol. The range of goods available was determined by the Ministry of Trade of the respective Soviet republic.10 For many visitors, it was precisely this combination of official staging and improvised everyday life that left the strongest impression. Sometimes, tour guides would also sell luxury food items such as caviar, alcohol, or cigarettes under the counter at half price, or exchange them for Western products such as jeans.11
Yet, as Salmon observes, “‘Buying’ socialism meant more than simply touring factories or becoming enamored with a Central Asian cap—it also meant gaining the opportunity to tell a story about having gained access to an otherwise closed world.”12

Curiosity, Caution, Admiration, and Exhaustion

Despite the carefully orchestrated media campaigns and promotional materials, the success of Soviet tourism strategies ultimately depended on visitors’ actual experiences. Many were keenly aware of the gap between the country’s promoted image and lived reality.
Between the 1960s and the 1980s, travel to the Soviet Union took many forms, including work-related stays, delegation visits, health retreats, educational and cultural trips, as well as private visits. Alongside these officially sanctioned forms of travel, subcultural practices also emerged, most notably “backpacking” trips taken by East German tourists, some of whom ventured beyond the routes prescribed by Intourist or relied on private contacts. The surviving travel accounts reflect this diversity. They reveal not only individual experiences but also preexisting attitudes toward social conditions, standards of living, consumption, communication, and service. These attitudes were shaped, among other things, by political and religious convictions as well as family ties. They ranged from sympathy for the Soviet social model to distrust of the alternative political system. Few tourists had prior language skills or intercultural experience. Most obtained information about the territory beyond the Iron Curtain from periodicals, literary works, photo essays, reading evenings, or conversations with previous travelers.
Four broad patterns of perception can be identified. Alongside the curiosity and caution already discussed, these included admiration for cultural achievements (such as ballet), landscapes, and monumental urban architecture, as well as exhaustion caused by logistical difficulties and infrastructural shortcomings encountered while traveling. Among Western travelers in particular, a critically detached view often predominated.13 This can be understood as a continuation of long-standing perceptions of Russia and the Soviet Union as foreign and unfamiliar, reinforced by the political climate of the Cold War. Such preconceptions significantly shaped visitors’ experiences on the ground and limited the effectiveness of official marketing messages.
Changes in perceptions of Soviet realities—whether relating to infrastructure or everyday life—often emerged only through firsthand encounters. Some travelers reported that their stereotypical notions of an exclusively repressive and closed society began to change during their stay. Travel thus became not only a physical crossing of borders but also a mental one: an encounter with the “Other,” often oscillating between fascination and alienation.
The way tourists traveled also had a significant impact on how they experienced the Soviet Union. Those traveling by car often found their journeys arduous, primarily because of poor infrastructure, especially inadequate sanitation facilities and difficulties obtaining supplies outside major urban centers. Even so, certain regions, particularly Crimea, attracted favorable comment in travel accounts from the late 1970s, especially regarding landscapes, climate, and cuisine.14 A group of American students who traveled through 
Ukrainian Soviet Socialist Republic

The Ukrainian Soviet Socialist Republic was founded in Kharkiv in 1919 as a puppet state of Soviet Russia. It initially existed on a small territory in competition with other Ukrainian states. In 1922, it was one of the founding members of the Soviet Union. In 1934, the capital of the Ukrainian SSR was moved to Kyiv. Shortly after the start of World War II in 1939, Soviet troops occupied Polish territories east of the Bug River and annexed the areas with a high proportion of Ukrainian population to the Ukrainian SSR.

Moldavian Soviet Socialist Republic
deu. Moldauische Sozialistische Sowjetrepublik

The Moldavian Soviet Socialist Republic was established in 1940 from the Moldavian Autonomous Soviet Republic within the Ukrainian SSR. It ceased to exist when Moldova declared its independence on August 27, 1991. Its capital was Chișinău, and the official language was Moldavian, which is only a slight variation of Romanian.

, and 
Byelorussian Soviet Socialist Republic
 in 1984 expressed similarly positive views, praising the helpfulness and openness of the local population.15 
The quality of tourists’ impressions thus depended less on state advertising than on their direct experiences on the ground. Nevertheless, Soviet marketing remained influential by providing a narrative framework that found expression in souvenirs, travel itineraries, and the staging of infrastructure, thereby helping to guide and reinforce particular perceptions.

Conclusion

For foreign visitors, travel to the Soviet Union was about far more than simply leisure. It combined economic interests, cultural diplomacy, and political self-representation. Guidebooks, posters, souvenirs, and carefully organized itineraries presented the Soviet Union as a modern, diverse, and welcoming country. Yet, as numerous travel accounts demonstrate, the impact of these carefully crafted images was often limited.
It is precisely this tension between promoted modernity and everyday realities that makes Soviet tourism such a revealing subject of cultural-historical inquiry today. It shows how images of the Soviet Union were not only produced by the state but were also affirmed, questioned, or reinterpreted by travelers themselves. At the same time, many visitors retained positive memories of the landscapes, cultural offerings, and personal encounters they experienced during their journeys.
English translation: William Connor

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