Udmurtia
Tourism is an important part of the economy of any region. In Udmurtia they have decided to rely on authenticity and emotions to attract tourists. In the republic you can attend a ball of the XIX century, become a participant of an ancient rite or try dumplings with a dozen fillings – and all this within one region.
What is Udmurtia attractive, what routes does it offer to its guests?
Tourist flow in Udmurtia: figures and geography
According to the Ministry of Tourism of the Udmurt Republic, last year the region was visited by 1.696 million tourists and excursionists. The main flow of guests came from neighboring regions: Perm Krai, Tatarstan, Kirov Oblast, as well as Sverdlovsk Oblast, Mari El, Moscow, Moscow Region and St. Petersburg.
This year the number of tourists is predicted to increase by 15-20%. This is due to the development of infrastructure, the emergence of new routes and active promotion of the region.
Competition with other regions
The struggle for tourists today is tough. Udmurtia neighbors with Tatarstan and Perm Krai, which are actively developing tourism. Kirov region has also strengthened its positions, becoming the New Year capital of Russia in 2024.
To stand out, Udmurtia relies on unique experiences. In addition to the “Tchaikovsky Express”, it offers “Weekend in the XIX century” and “Dumpling Weekend”. In 2024, they resumed river communication with Kazan – during the season they made 10 trips on “Meteors” between Sarapul and the capital of Tatarstan.
How Udmurtia attracts tourists
The key factors of growth are the increase in the number of rooms, infrastructure development and creation of unique tourist products.
In particular, 250 new accommodation facilities appeared in the republic in 2024, and the total room stock reached 5,400 units. There are also more opportunities for recreation near the water: three year-round swimming pools were built, and five tourist facilities upgraded their mooring infrastructure.
But the main thing is the original tourist programs. For example, for the 185th anniversary of Tchaikovsky, the “Tchaikovsky Express” – a retro train – was launched. It is not just a transport, but a whole day of immersion in the XIX century: excursions in the composer’s estate, balls, master classes on historical dances and even a stylized treat in the car. The project has proved so popular that guests from Moscow, Tatarstan and Yekaterinburg come to see it.
Another successful case study on attracting tourists is work on the region’s brand. There are several directions: “Udmurtia – the birthplace of Tchaikovsky”, ‘Udmurtia – the land of reserved ethnics’ and ‘Udmurtia – the birthplace of dumplings’. Tourists are offered “Dumpling route” with tasting of 20 kinds of fillings. And on the “World Dumpling Day”, for example, in 2025 55 thousand people, including those from other regions, visited Udmurtia.
What is the uniqueness of Udmurtia’s tourist offer?
The region relies on brands and tourist products.
Noble estates
Routes to manors allow you to make a “time travel” in the 19th – early 20th centuries with immersion in noble and merchant culture. The Tchaikovsky estate in Votkinsk recreates the life of the 19th century, and in Sarapul you can visit the merchant Pavel Bashenin with theatrical tours and tea parties in the style of the last century.
Ethnic traditions
The Udmurts are among the last pagans in Europe, and their rituals are still alive today.
In the Center of Udmurt culture in the village of Karamas-Pelga guests witness the traditional rite “Three Weddings” (in Udmurt tradition every person experiences three weddings, three transitions to a new state – birth, creation of a family and death).
In the Center of Udmurt Culture in the village of Starye Bygi guests can undergo the rite of giving an Udmurt name – this is a sacral ritual, which, according to beliefs, can change the fate.
In the museum-reserve “Ludorvai” guests can visit the ancestral sanctuary “Badzym Kuala”, where the family amulet – vorshud – is installed.
In the tourist complex “Tylys” there is a wedding ceremony of Besermyans – a small nation compactly living in the north of Udmurtia and also preserving the traditional faith.
And on the holiday Republican Gerber every year there is a public rite of consecration of porridge with prayers to the gods Inmar, Kyldysin and Kuazu.
Gastronomy
Dumplings are not just a dish, but part of the cultural code. At festivals and trails, they are served with unusual fillings, and the process of molding them is turned into a show.
