Throughout the day, the Sber Arena was the point of attraction for visitors, where some of the largest events of the business program were held.

The trend session "Tourism 2026: Trends and Forecasts of the Professional Community" opened the business program. Industry experts discussed key changes in the tourism market, the impact of external factors on demand, the development of domestic and inbound tourism, as well as new models of interaction between tour operators, hoteliers and online platforms. The session was moderated by Vadim Mamontov, Vice President of the Russian Union of Tourism and founder of Russia Discovery.

Vladimir Rubtsov, CEO of Fun & Sun, noted that the events in the Middle East have significantly affected the tourism market. According to him, tour operators have already had to deal with the export of tourists from difficult situations, but this time the situation was unique due to the instability of the airspace: the sky was opened and then closed. Against the backdrop of what is happening, there is a redistribution of demand to other destinations, including China. At the same time, the expert emphasized, people continue to travel, no matter what, and tour operators provide support for tourists - they organize transfers and help in difficult situations.

He also noted that organized tourism continues to grow due to the outbound tourist flow, while Russia remains a priority destination for independent travel. Early booking in 2026 is formed faster than in previous years: about 20% of the summer volume has already been sold. In the domestic market, there is a delay in the formation of offers for customers.

Among the sustainable trends are the dominance of beach holidays and the equalization of prices between destinations. According to Vladimir Rubtsov, the factor of choice for a tourist is not so much the budget as the level of service. At the same time, the agency model is gradually transforming: it is moving from transactional to consulting, where the key value of the agent is to manage choice and customer experience. Complex tours and package offers become an opportunity for agents to increase their income.

Valery Britaus, Commercial Director of Youtravel.me, stressed the importance of the transport component for such destinations as Sakhalin and Kamchatka. According to him, the style of consumption of tourism products is changing: for example, the expensive segment is booked in advance. At the same time, the company recorded a decrease in demand in the Caucasus and Murmansk, but it is still difficult to understand whether this is a real decline or deferred demand. In addition, in the segment of adventure tourism, there is a problem with tours costing up to 50 thousand rubles without a flight. In general, according to him, tourists today are primarily looking for safety and expertise.

Artem Machulsky, Development Director of UPRO GROUP, spoke about the situation in the Russian resort market. According to him, there is currently an increase in competition between hotels, and some destinations show a decrease in demand - for example, Sochi sank by about 12%. The expert also commented on the situation with online booking platforms. According to him, the Yandex Travel service initially announced plans for active expansion and price increases, but attempts to stimulate hoteliers to raise prices look strange. At the same time, the company continues to work with the platform, considering it as an effective showcase for promotion.

Sergey Voitovich, Chairman of the Committee for International Cooperation of the Russian Union of Travel Industry (RST), head of the Tour Operator "Svoy TS", noted that about one million foreign tourists come to Russia for tourist purposes. The industry is gradually recovering: visa-free regimes are being introduced with a number of countries, including the Arab world and China. According to the expert, it is necessary to more actively promote Russia as a tourist destination in the international market.

Daria Kochetkova, Managing Director of the Ostrovok Group of Companies, reported an increase in bookings from foreign guests: at the end of 2025, their number increased by 10%. The largest increase was shown by tourists from China, Belarus, Saudi Arabia and India. According to the expert, foreign tourists are more likely to choose a higher category of hotels than Russian travelers. The company, in turn, is working to make traveling in Russia more convenient for foreign guests. Daria Kochetkova also noted that Ostrovok does not change the commission for partners, unlike a number of competitors, and does not plan to increase it.

Yana Ukhanova, Deputy General Director for Hospitality at Mantera Group, touched on the topic of the confrontation between the Yandex Travel platform and hoteliers. According to her, disconnection from the platform is not critical for the company, since there are other promotion channels. At the same time, the expert noted that the situation could have developed differently if the dialogue had been based on an attempt to convince partners or offer additional benefits, and not on a rigid format "either this way or not at all."

Vadim Volchenko, General Director of the Golden Sands of Russia Resort, spoke about a large-scale investment project in the field of tourism. The project provides for the construction of 21 hotels with a total capacity of up to one million tourists per year. The resort will be located near the city of Saki and will include apart-hotels with hotel management.

Ilya Umansky, President of the Russian Union of Travel Industry, General Director of ALEAN, noted that the possibilities for increasing the number of rooms in the domestic tourism market are almost exhausted. With the current key rate and the absence of new support measures, it is extremely difficult to implement a large-scale expansion of infrastructure. Commenting on the situation with Yandex Travel, he stressed that hotel operators today have become more mature and able to withstand the commission burden, but their position in the dialogue with the platform is largely dictated by the interests of the entire industry, including small hotels that are highly dependent on such services.

Maxim Chachin, Executive Director of SberAnalytics, presented a portrait of a modern Russian tourist, collected on the basis of a large array of data from the service. The average age of a tourist is 44 years. According to the speaker, in 2025, the growth of the tourist flow continued and amounted to 7.4%. The report also said that young people are more likely to choose the capital regions for trips, and more than a third of all trips in Russia fall on the summer period.

Further, a presentation of the results of the study "Status and trends of the inbound tourism market" was held. The study was prepared by the MITT exhibition together with the Agency for Strategic Initiatives and the Russian Union of Travel Industry with the support of the ROMIR research holding. As part of the study, a survey of Russian tour operators and travel agents specializing in inbound tourism was conducted. Its results made it possible to form a comprehensive picture of the current state and key trends of the market in this segment of the tourism industry.

Anna Chernetskaya, MITT Connect Community Manager, presented the main areas of research. In the course of the work, the profile of companies operating in inbound tourism, key areas and trends in market development, promotion tools, potential growth areas, features of interaction with regions, as well as personnel issues of the industry were analyzed.

Olga Shandurenko, Director of Tourism Projects of the Urban Economy Division of the Agency for Strategic Initiatives, noted that one of the objectives of the study was to understand how Russian business assesses the potential of inbound tourism. According to the results of the survey, 37% of respondents believe that the demand for inbound tourism has decreased, but 50% of the study participants expect market dynamics to improve in the future. The most common duration of trips of foreign tourists to Russia is from 5 to 10 nights. Experts also estimated the level of spending of foreign guests: 39% of respondents reported that the average check of one foreign tourist ranges from 50 to 100 thousand rubles.

Sergey Voitovich, Chairman of the Committee for International Cooperation of the Russian Union of Travel Industry (RST), Head of the Tour Operator "Svoy TS", spoke about the barriers to the development of inbound tourism. According to him, individual tourism can be different and does not always involve a high average check. Among the key obstacles to the development of the segment, he singled out the transport factor - insufficient logistics, as well as difficulties with money transfers, which remain one of the significant restrictions for foreign tourists.

Then, the opening ceremony of the 32nd International Exhibition of Tourism and Hospitality Industry MITT was held at the Sber Arena with the participation of representatives of government agencies of Russia and foreign countries, international tourism organizations and regions. The participants noted the growing interest in the exhibition: every year the number of exhibiting companies increases, as well as international participation.

During the ceremony, greetings were heard from representatives of state authorities and international delegations.

A representative of the Sultanate of Oman, which is a partner of the exhibition, noted that it is a great honor for the country to participate in MITT. In his speech, it was emphasized that Oman is pleased to present to the Russian audience the country's unique tourist offer, its hospitality and rich cultural heritage. The development of transport links was also noted: direct flights to Moscow are already operating, and in the near future it is planned to open flights from Sochi. Representatives of Oman expressed their gratitude to the MITT exhibition for the opportunity to present the destination to Russian tourists.

The representative of Egypt, which is the International Tourism Partner of MITT 2026, welcomed the participants and recalled that the country has been taking part in the exhibition since 2007. He emphasized the long-standing partnership between Egypt and Russia and noted that it is planned to present a new tourist destination in Egypt as part of participation in the exhibition.

The Malaysian ambassador noted that his country is known not only for its white beaches, but also for its national natural parks and other attractions. In his speech, the ambassador invited the participants and guests of the exhibition to discover the wealth of Malaysia and return to the country again.

The Deputy Minister of Tourism of India stressed the importance of continuing cooperation with the MITT exhibition. According to him, tourism is a bridge between civilizations and contributes to the strengthening of international ties.

The representative of Cuba noted that the country has proven its ability to withstand challenges and continues to develop the tourism industry. According to him, Cuba is doing everything possible so that travelers can discover all the best that the island has to offer.

Representatives of the Russian regions also spoke during the ceremony. It was noted that the MITT exhibition remains an important platform for promoting the tourism potential of the regions. In particular, the representative of the Republic of Dagestan emphasized the importance of the exhibition as a platform for the development of tourism cooperation and the presentation of the region's opportunities.

The Minister of the Republic of Crimea also greeted the participants of the exhibition, noting the role of MITT in the development of tourism and strengthening business contacts in the industry.

As part of the Presentation of the tourist destination of Oman, visitors were told about the tourist potential of the Sultanate, the features of the destination and opportunities for Russian travelers. The speaker was Regina Rudakova, Head of the Russian Representative Office of the Ministry of Tourism and Cultural Heritage of Oman, member of the Russian-Omani Business Council of the Chamber of Commerce and Industry of the Russian Federation, General Manager of COATI Global Sales Agency.

During the presentation, it was noted that the Sultanate of Oman confirms its status as a safe travel destination. The country is an Arab state with liberal Islam and is considered one of the safest countries in the world for tourists. The capital of Oman is Muscat. The expert spoke about the diversity of the country's natural landscapes. On the territory of Oman, you can see mountains, deserts and the sea coast, which forms a diverse tourist offer. The country offers a wide range of accommodation options - from hotels of various categories to glampings.

The convenience of travel for Russian tourists was also noted: Russian citizens do not need a visa for trips up to 30 days. Flights are operated by the national airline Oman Air. Regina Rudakova stressed that Oman has a rich historical and cultural heritage - the history of the country is more than 5000 years old. Tourists can experience numerous attractions, including traditional villages and cultural sites. In addition, travelers have access to a large number of activities and opportunities to get acquainted with the nature and culture of the country. Separately, the speaker noted the openness and friendliness of the local population, which is an important part of the tourist experience when visiting Oman.

The session "Giga Lounge of Ready-Made Solutions for Tourism of the Future" completed the program at the Sber Arena. Sber also acted as a GigaPartner of the entire exhibition. Experts discussed financial instruments for the development of the industry, new technological solutions for tourism, management approaches and interaction between the state, business and financial institutions. The session was moderated by Konstantin Markov, Executive Director of the Center for Industry Expertise "Tourism" of Sberbank.

Insights for the tourism of the future from related industries

Yaroslav Sinitsky, Managing Director and Head of the Unified Products and Loan Administration Department of the Key Client Lending Department of Sberbank, spoke about how decisions are made on lending to tourism projects. According to him, the bank evaluates several key parameters: location and potential demand, product quality and level of its sale. Among the factors are the lack of oversaturation in the market, transport accessibility and proximity to economically developed centers.

Particular attention is paid to the quality of the project itself: compliance with the declared category of the hotel, the professionalism of the management company and the quality of implementation. When considering projects in new locations, banks are faced with the uncertainty of demand: if there is no infrastructure around, the question arises whether the market is ready for such an object. In these cases, marketing research of similar projects is analyzed.

Alexander Spichak, Industry Leader in Services and Portfolio Manager of the Credit Products and Processes Department of Sberbank, noted the growth of the catering industry, despite the fact that in recent months people have become less likely to visit restaurants. According to him, the modern tourist is becoming more selective, and restaurants are increasingly relying on local cuisine and national gastronomy.

The expert also emphasized the role of digitalization in optimizing costs and developing the service. Among the possible solutions for the hospitality industry is the introduction of personalized services, including AI concierges, process optimization systems for hotels, such as Sber TravelLine Evotor, as well as AI assistants — digital assistants for tourists in Russian cities. The session also included a demonstration of the possibilities of communicating with GigaChat on the topic of tourism.

Key Skills and Tools for Finance, Collateral and Hotel Management in the New Normal

Roman Semyonov, Head of the Real Estate Financing Department of the Key Client Lending Department of Sberbank, spoke about typical mistakes in the preparation of hotel projects. Among the key factors due to which the bank may refuse to finance the project, he named inflated profitability, understated costs for supporting capital expenditures and insufficient financial stability indicators.

According to him, there are often inflated price expectations, incorrect distribution of expenses for additional activities and errors in the accounting of VAT benefits. In addition, it is important to take into account that hotel facilities become obsolete on average in 3-5 years, and without sufficient investment in renovation, this leads to a decrease in the attractiveness of the property.

Svetlana Mikheeva, Director of the Sber Collateral Expertise Center, spoke about approaches to the evaluation of hotel projects. According to her, the collateral service analyzes not only existing assets, but also the overall impression of the project. To date, the bank's experts have already evaluated more than 300 hotel projects - from ski resorts to hotels with medical centers.

The assessment takes into account not only the set of assets, but also the potential of the project. The bank considers the complex of property and evaluates the future object as if it has already been sold. Intangible factors also play an important role, such as the level of responsiveness and loyalty of guests, word of mouth, competitiveness, reputational capital and long-term sustainability of the business. According to the expert, the collateral service also helps to finalize projects in order to increase their investment and collateral value.

Anastasia Molochkova, Executive Director of Sberbank, Directorate for Tourism Business Management (Mriya and Manzherok resorts), spoke about the new requirements for leadership in the hospitality industry. According to her, a manager today needs developed emotional intelligence, especially in conditions of personnel shortage.

A generation of zoomers is entering the labor market, for whom it is important to understand the meaning and mission of the company. Therefore, the task of a leader is to form values and demonstrate them by their own example. The expert also noted that the future belongs to managers who consider humans and artificial intelligence as a complementary symbiosis, and not as a replacement for one another.

Samvel Sarukhanyan, General Director of Mriya Resort, spoke about the principles of a human-centered business model. According to him, when creating the resort, the concept of an integrated destination was initially laid, where a guest can get a full set of impressions without leaving the territory. The expert noted that the industry has learned to be client-centric, but so far it has not always become human-centric. At the same time, the consumption model is changing: guests are increasingly choosing not just a vacation, but a certain lifestyle. Among the key factors in the development of tourism projects, he named "destination, imagining, dream, human-centricity, resilience, speed, functional customer, high-quality preparation for the opening, authenticity and ambassadorship of the region."

The view of the state and business on the challenges and opportunities of the industry

Maxim Kulabukhov, Deputy General Director for Economics and Investments of Tourism.RF Corporation, stressed the importance of a balance between the consumer and investment quality of tourism projects. According to him, impressions remain a key factor for tourists, but for the sustainable development of the industry, it is necessary that investors are also satisfied with the results of their investments. The expert noted that it is important to create long-term financial ecosystems that allow the development of tourism infrastructure. At the same time, it is often difficult for investors to choose a quality product, and tourism is still one of the less obvious areas for investment.

Alexey Volkov, President of the National Union of the Hospitality Industry, drew attention to the fact that a culture of mass investment has not yet been formed in Russia. According to him, it is important to explain to entrepreneurs how investment tools work and what opportunities exist for the development of projects in the field of tourism. The expert also stressed that the industry is important not only for support measures, but also for a dialogue with the state. In modern conditions, the role of collaboration between banks, government agencies and business is increasing.

Vadim Mamontov, founder and CEO of RussiaDiscovery, touched upon the topic of future technologies in tourism. He noted that the development of virtual and augmented reality, as well as artificial intelligence, opens up new opportunities for preparing trips and creating new formats of experience. At the same time, according to him, even with the advent of virtual travel, real trips will not lose their value. Travel is not only a visual experience, but also new impressions, knowledge and personal experience. Personalization with the help of artificial intelligence, the use of virtual and augmented reality, as well as the development of new formats of transport and navigation can make the planning process and the trip itself more convenient and interesting.

No less interesting events were held throughout the day in the conference halls of the exhibition.

On the first day, an expert session "Collaborations as an Engine of Growth: From Fashion to Gastronomy" was held. The participants discussed why, in a highly competitive environment, it is no longer enough for a hotel to be just a place of accommodation, and partnerships with brands from related industries are becoming a strategic tool for growth, changing positioning and forming an emotional connection with the guest. The discussion was moderated by Alexey Musakin, Managing Partner of Cronwell Hospitality Group.

One of the key theses of the session was the idea that collaborations today work not as one-time marketing activities, but as part of the brand's systemic strategy. This is the approach presented by Elena Makhrova, Vice President for Commerce and Marketing at Cosmos Hotel Group, in her speech on the topic "Collaborations with brands and content that guests create themselves".

According to the expert, the company has a separate direction for partner projects and marketing communications, and a wide pool of integrations is planned for 2026. This format of work allows you to simultaneously solve several tasks: strengthen the brand, attract a new audience, retain regular guests and increase awareness.

"When determining the task of your affiliate integration, pay attention to reach, brand mention, and traffic. In our company, we have developed a typology of collaborations by type of partner and by level of integration," said Elena Makhrova.

The speaker presented the methodology for implementing partnership projects, which includes six stages: analysis and strategy, monetization model, creativity and concept, legal and operational planning, launch and communication, as well as subsequent analysis of the results. Among the practical cases of Cosmos Hotel Group were a partnership pet-friendly project with Miratorg, the Russian Tea Party project in cooperation with the Gzhel brand, a ZENIT branded room and interior design of Cosmos Selection Saint-Petersburg by the team of the Russian Fairy Tale jewelry house.

As a result of her speech, the expert formulated several fundamental conclusions: collaborations are, first of all, a strategy, and not just creativity; they need a common methodology; And it is not the process that needs to be evaluated, but the final result.

Natalia Obydennova, CEO of Rodina Hotels, spoke about how collaborations help to enhance the atmosphere of the hotel and create additional value for the guest. According to her, the key task of partnerships is to create a new effect and a new emotion.

"The main task in the collaboration is a new effect and a new emotion of the guest. The basic principles of service form the foundation, and the art of proper unions is no less important. Our task is to connect with brands that enhance the atmosphere of the hotel and become a natural continuation of the guest experience," Natalia Obydennova emphasized.

Among the cases of the chain were the family special project RODINA SOCHI x Soyuzmultfilm, the collaboration of RODINA IRKUTSK with the Gallery of Viktor Bronstein, the project RODINA VLADIVOSTOK x ML Model Project, the partnership of Svetlana Rodina x RODINA HOTELS, the collaboration RODINA x BOSCO and the project "Native Routes".

Yana Ukhanova, Deputy General Director for Hotel Development of the MANTERA Group, shared the practice of integrating art into the hotel product. She noted that a guest's trust is formed when all the elements of the experience are combined into a single, compelling story.

"Five main stories should be combined so that the guest believes you, so that he feels that he is receiving the service that is expected. So, two days before the opening, we had the only guest of the hotel - the poetess Anna Yegoyan, who created art for a couple of days, and we fulfilled all her wishes as much as possible. Such a collaboration brought us a total coverage of 44 million people," said Yana Ukhanova.

According to the speaker, the coverage in social networks at the end of the project amounted to 23 million, the hotel received 500 new subscribers and 50 new customers.

In Mantera Supreme, 2026 has been declared the year of art. The strategic idea combines several semantic directions: the hotel is considered not as a place to stay, but as a gallery of impressions, the guest as an artist of his feelings, and recreation as the highest form of art. Four key events of the year are built into this concept: the New Year and Christmas period as the art of first impressions, the hotel's first birthday as the art of awakening, the summer festival as the art of the moment and the velvet ball as the art of creation.

The discussion at the session showed that collaborations are becoming not just a promotion tool for the hotel business, but a full-fledged development mechanism. They allow hotels to reach new audiences, rethink their positioning, strengthen their media presence and create an emotional experience that is increasingly difficult to reproduce within the framework of a standard service.

A special session "Russian B2B Travel Market 2026: What Is Really Sold and How to Work with Travel Agencies" was also held. Experts discussed how the agency market is transforming against the backdrop of the strengthening of digital players, the growth of independent booking and changes in consumer behavior, as well as what tools remain effective for building a sustainable B2B sales channel.

One of the key conclusions of the session was the confirmation that, despite the development of aggregators, online platforms and large ecosystems, travel agencies in Russia retain a significant role in sales, especially in the segment of foreign and more complex trips.

Alexey Vengin, founder and CEO of Profi.Travel, presented the results of the annual study of the agency market and outlined current trends. According to him, Russia continues to strengthen its position in the international tourism market in terms of outbound tourism: if at the end of 2024 the country ranked 8th in the world in terms of tourist spending abroad, then by the end of 2025 it had already risen to 6th place, second only to China, the USA, Germany, Great Britain and France.

At the same time, 49% of tourists still turn to travel agencies or tour operators, which confirms the stability of offline retail as a sales channel.

"Clients of travel agents are much more likely to travel through an assistant to the Middle East, Asia, and Europe. Also, customers on average choose more expensive objects and services," said Alexey Vengin.

Another important signal for the market is the increase in the number of agencies. According to the register of the Ministry of Economic Development, the number of travel agencies in Russia has increased by 2335 companies. This shows that against the backdrop of large-scale digitalization, agency retail is not declining, but adapting to new conditions and continues to look for its own niches.

According to the study, Turkey dominates in the plans of travel agencies for the summer season, interest in Asian destinations is increasing, while the share of Russia in the sales structure is declining. If earlier for 37% of agencies, domestic tourism provided at least half of sales, now this figure has decreased to 17%.

As Alexey Vengin emphasized, more than half of the agencies are already working with foreign DMC companies or are considering such a possibility, and 52% of travel agencies have begun to cooperate with host tour operators in the regions of Russia.

"Why do they cooperate less with Russia? It's simple: because of self-tourists and direct discounts from hotels. Low commissions and a poor choice of tourist products are the main difficulties in the work of travel agencies with tour operators in Russia," he explained.

The expert also drew attention to the fact that tourists are becoming more independent and economical, but within the client structure, the demand for more expensive products is growing in parallel. In 2026, agencies record an increase in the share of the luxury segment by 9%, and the main asset of the travel agents themselves is the expertise and trust of customers.

Over the past year, Russian travel agencies have attracted an average of 25% of new customers, and the average check per tourist was 100-200 thousand rubles. At the same time, 35% of agencies are purposefully looking for niches in which it is difficult for a tourist to organize a trip on their own — it is these segments that allow the agent channel to maintain value and margins.

In terms of choosing partners for agencies, the sales economy is still in the first place. 79% of travel agencies cite commission as a key factor in choosing a tour operator, although non-financial criteria are also becoming increasingly important. Another indicative conclusion concerns communication with the market: 49% of agencies participate in professional events online, and only 7% attend offline events throughout the year.

The practical part of the session was presented by Olesya Oleynikova, co-founder and CPO of Profi.Travel, who devoted her speech to the issue of how to make travel agencies a sustainable sales channel in 2026.

"Over the past 10 years, the model of attracting tourists has changed significantly. In Russia, in 2026, there is very little working advertising inventory left, and the existing rates in tourism are very expensive," the expert noted.

In these conditions, according to her, companies need to simultaneously develop their own B2C channels and systematically build promotion in the B2B segment. One of the key arguments in favor of working with agencies is their multiplier effect: each B2B agent potentially brings 10-20 tourists.

Among the practical recommendations for suppliers and partners, Olesya Oleynikova highlighted the need to regularly check their conditions with the current market situation. In particular, it is important to assess how competitive the proposed agency commission is, since it remains one of the decisive factors in choosing a product for promotion today.

The discussion showed that the Russian B2B tourism market in 2026 is not narrowing, but becoming more complex. Agency retail remains a significant channel, but it is changing its specialization: it is moving into more complex routes, combined products, foreign destinations and segments with a higher check. For suppliers, this means the need not only to revise the financial terms of cooperation, but also to build systematic, understandable and long-term work with the agency community.

In Conference Hall F, the MITT Academy Course for travel industry professionals was going on all day. This is a free educational program for representatives of the tourism business and hospitality industry professionals. The course will be moderated and curated by Elena Belousova, head of the Travel Marketing advertising agency. She also spoke at the session "How to Use Artificial Intelligence in Travel Marketing". Visitors were presented with practical cases of using artificial intelligence in travel marketing and showed how neural networks can be used to create content, analyze data, develop websites and automate business processes.

At the beginning of the speech, the speaker invited the participants to assess their own level of use of neural networks in their work. According to her, the implementation of AI can be roughly divided into several stages: from episodic use for individual tasks to daily delegation of tasks to neural networks, working with code, formulas, and creating websites. At an advanced level, specialists use the so-called "vibecoding" — programming applications, IT products, and bots using artificial intelligence.

Special attention was paid to working with texts. Elena Belousova spoke about the approach to teaching neural networks the author's style. To do this, the Tone of Voice formula is used, which describes the tone of communication, vocabulary and structure of the text. This approach allows you to create content that is as close as possible to the author's style. The speaker named the ChatGPT and Claude services as tools for generating texts. With their help, you can create advertising texts and headlines for marketing campaigns. Specialized bots are used to generate advertising headlines, which offer options in various styles - from informational to more provocative.

An example of using YandexGPT for a brief retelling of long videos with the formation of timelines was also given, which makes it easier to work with a large amount of information.

In the block dedicated to visual content, the possibilities of generating images and marketing materials were considered. In particular, the speaker spoke about the "neurophoto session" format, when photos can be created in different locations using the Ideogram service based on one uploaded image.

Services such as Midjourney, Manus, and Kandinsky 3.5 can be used to generate images from scratch. Neural networks are also used to create infographics and visual materials for social networks, including post carousels. ChatGPT and specialized content generation services can be used as tools for these tasks. In addition, neural networks allow you to create stickers for social networks, for example, for Telegram, as well as generate advertising creatives based on specified samples.

The speaker presented examples of using neural networks to work with video and audio. With Wisprflow, you can automatically transcribe audio recordings into text with correct punctuation. For video editing, tools are used that allow you to remove pauses, filler words, and noise, as well as automatically add subtitles. Services for generating videos based on text descriptions and creating videos with digital avatars were also presented.

In the analytics block, tools for working with marketing data were shown. For example, the NotebookLM service can act as a personal consultant on uploaded materials — analyze documents, reports, and lectures and answer questions about their content. A case study of advertising campaigns using Perplexity Pro was also presented, when reports from advertising platforms are uploaded to the system to find patterns and identify the most effective advertising headlines.

Elena Belousova also spoke about the use of neural networks to create websites and digital services. For example, with the Genspark platform, you can create landing pages in a few clicks, and the Deepseek service allows you to generate code for various tools, such as calculators or forms. As an example, a case of creating HTML code for a marketing budget calculator was given. In addition, neural networks can be used to create presentations based on text materials, generate graphics, and systematize information into tables.

At the end of her speech, the speaker noted that neural networks can be used not only for creating content, but also as a tool for business consulting. With their help, you can get recommendations on management, process automation, hiring, and distribution of marketing budgets. According to Elena Belousova, the use of artificial intelligence is already becoming an important part of marketing work in the tourism industry and can significantly speed up the creation of content, data analysis and the launch of new digital products.

Meanwhile, a large-scale conference "Medical Tourism in Russia. From strategy to effective implementation". The event brought together government officials, leading market players, medical experts and leaders of the tourism industry. The moderator was Veniamin Kaganov, Doctor of Economics, Head of the Department of Tourism and Hotel Business of the Faculty of Economics and Business of the Financial University under the Government of the Russian Federation, President of the Association for the Development of Financial Literacy, Deputy Chairman of the Council of the Chamber of Commerce and Industry of the Russian Federation on Financial Markets and Investment Policy of the Chamber of Commerce and Industry of the Russian Federation.

Within the framework of the conference, Andrey Korolev, Chief Physician of the Olymp Clinic MARS, President of the Association of Sports Traumatologists, Arthroscopic and Orthopedic Surgeons, and Rehabilitation Therapists, spoke at the conference. The speaker made a special emphasis on the aesthetics of the environment, recalling the words of the legendary designer Sergey Korolev: "Only a beautiful product will work well in space." This principle, according to Andrey Korolev, is also applicable to the clinic: "Only a beautiful and logical building will work well."

Sergey Ganziy, Minister of Resorts and Tourism of the Republic of Crimea, presented the region as a modern health resort, because Crimea today is not only the sun and the sea, but also high-tech medicine, scientific clusters and large-scale investments. Elvira Tarasenko, entrepreneur, consultant and regional representative of five-star hotels and medical resorts in Russia and the CIS, PhD in Economics, Associate Professor at the Financial University under the Government of the Russian Federation and the Plekhanov Russian University of Economics, shared international experience in clustering, noting the successes of South Korea, Turkey and India. She also drew the attention of the audience to the importance of the "halo of hospitality" effect: "Investments in service give twice as much loyalty as in medical equipment."

Evgeny Abakumov, Director for Information and Digital Technologies of Rosatom State Corporation and a member of the Board of Directors of the Medscan Group, presented an ambitious project of a single digital platform that combines data on patients from different clinics, insurance and rehabilitation centers. Dinara Vorontsova, CEO of the TRIOSTAIL medical tourism company, a member of the working group on medical tourism of the Interdepartmental Expert and Coordination Council for Tourism under the Council of Ministers of the Republic of Belarus, spoke about the digital transformation of healthcare in Belarus. Within the framework of the Digital Belarus state program, a digital ecosystem is being formed, personalized medicine is being improved, robotic surgery is developing, as well as the Internet of Medical Things is developing, which in turn is directly related to information leakage protection, digital sovereignty, cybersecurity culture, and IT risk inventory. All this is already working in the neighboring country and can become a benchmark for Russia, the speaker believes.

In addition, Nikolay Popodko, Commercial Director of the European Medical Center in Moscow, spoke at the conference. He stressed that Russia has unique competitive advantages: safety, direct flights with the countries of the Persian Gulf and strong competencies in complex areas - oncology and neurosurgery. The European Medical Center is already working with patients from the MENA region and the CIS countries, offering premium service, 18 languages of support and international accreditations.

Margarita Shaidulina, Head of the Promotion Department of the Beloostrov High-Tech Clinic, My Medical Center, and Igor Ivanov, cardiologist, excellent healthcare worker, Chief Physician of the Beloostrov High-Tech Clinic, shared successful cases: 170 foreign patients from 22 countries in 2025, 2400 from 83 regions of Russia. Particular attention was paid to seamless rehabilitation, when the patient goes to a sanatorium after surgery, remaining under the supervision of the same doctors. The Turkish experience was presented by the ACIBADEM network of clinics. Its representative spoke about the strategy of international expansion through local offices, three of which are already operating in Russia. According to the speaker, ACIBADEM annually receives about 3.5 million patients from Russia and the CIS. The staff of international doctors and experience in working with international patients make Turkey one of the main competitors in the global market.

The culmination of the conference was the speech of Irina Tolokonnikova, a mother who has gone with her daughter for 20 years of fighting cancer. Her story did not leave anyone indifferent. Irina's daughter fell ill at the age of 13. The long path of treatment included Russia, Germany, the United States, and the search for a donor went all over the world - India, Korea, Europe. As Irina noted, "time is life." She recalled how difficult it was without professional support and how everything changed when agents and curators were nearby, because there was an opportunity to focus on the child, and not on everyday problems. Irina and her friend opened the Outstretched Hand Foundation. They tell people about bone marrow donation, about how easy it is to become a donor and save someone's life.

The second moderator of the session, Aidarbeg Isakhanov, doctor, healthcare organizer, international expert in medical and health tourism, head of the department for the development of medical business and the promotion of the sanatorium and resort industry of the National Resort Association, summed up: "The coherence of the system is important, when a competent consultation of a medical agent, a doctor who understands, a service that is provided at all stages, can quickly affect the treatment of everyone patient."

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