In 2017, the number of international tourist arrivals globally increased by 7%, reaching its highest level in seven years, while the size of the global market exceeded USD 1.2 trillion. This illustrates the importance of tourism in increasing non-commodity exports. Inbound tourism to Russia has increased by 123% since 2001, and the potential for growth remains very high. Securing growth in the sector is critical, especially as the country strives to increase the volume of non-commodity exports to USD 100 billion over the coming six years. What infrastructure, organizational, and business solutions are required to make Russia a sought-after tourist destination? How can new tourists be attracted and the number of repeat visits to the country increased? What should Russia do to widen its presence in traditional tourist markets and enter new ones?