St Petersburg University students learn to develop tourism products for travellers from Thailand

The turn to the East requires specialists in all key sectors: from economics and law to international tourism. Responding to market demands, the University develops academic programmes with an Eastern component in various areas of study. For more than 10 years, St Petersburg University has been successfully running a programme aimed at organising tourism activities with in-depth study of the Chinese language. In 2024, the University, for the first time, opened a similar programme in the field of tourism and hospitality, with a particular focus on a Thai component. 

In recent years, the level of income in the countries of Southeast Asia, e.g. Malaysia, Indonesia, and Vietnam to name just a few, has been on the rise and their citizens are starting to actively travel abroad, said Iana Testina, Head of the programme "Organisation of Tourist Activities (with Advanced Study of the Thai Language)". The Kingdom of Thailand is recognised as a successful country in terms of tourism. In 2019, before the pandemic, more than 60,000 Thai tourists visited Russia. In 2024, the tourist flow began to grow again. Thais are attracted by northern exoticism: they are interested in seeing snow and ice, admiring the northern lights, swimming in a wetsuit in the Barents Sea. The increasing number of guests from Thailand requires specialists who know the intricacies of Thai culture and will help organise a fascinating and exciting trip.

There are some features of the Thai cultural code that need to be taken into account when creating products for both inbound and outbound tourism. For example, Russian cuisine is unusual for residents of Thailand. They may also have difficulties paying with a bank card.

Iana Testina, Head of the programme "Tourism Management (with Advanced Study of the Thai Language)"

"Most tourists from Asia prefer four-and five-star hotels. As a result, in some regions of Russia, they may face a problem that there are no accommodation facilities of the appropriate class in Russia’s towns. Our programme provides opportunities to learn the Thai language, history, culture and the peculiarities of life in Thailand. Graduates will be able to develop tourism products of the appropriate quality and teach others in this sphere," explained Iana Testina. 

The unique linguistic and regional studies programme was highly appreciated by representatives of government bodies and the tourism business. The Committee on Tourism in the Murmansk Region, as one of the most attractive regions for guests from Southeast Asia, expressed interest in specialists of this profile. The programme was also appreciated by St Petersburg University partners, i.e. Neva Seasons Tour Operator, Petrotour Service, and other leading tour operators. 

Today, specialists in the field of tourism management with knowledge of the Thai language, culture and understanding of the needs of tourists from Thailand are in great demand, said Aleksandr Musikhin, General Director of Intourist, Vice-President of the Association of Tour Operators of Russia, Chairman of the Expert Council under the Committee on Tourism Industry of the Legislative Assembly of St Petersburg.

The industry is currently focusing on customer centricity and customisation of tourism offers. It is important to be able to create a tour based on the request of a specific group of citizens, taking into account their country of origin.

Aleksandr Musikhin, General Director of Intourist, Vice-President of the Association of Tour Operators of Russia, Chairman of the Expert Council under the Committee on Tourism Industry of the Legislative Assembly of St Petersburg

"Russia is in demand among Thais. They are inquisitive by nature, they, like many Asian tourists, are willing to visit Moscow, St Petersburg, Karelia, Baikal as the centre of Russian Buddhism from Buryatia, Altai, Murmansk. The tourist flow from Thailand has shown steady growth after the pandemic. The academic programme 'Tourism Management (with Advanced Study of the Thai Language)' will therefore be popular with applicants who follow the trends of tourism activities, and its graduates will undoubtedly be in demand in the labour market. What is even more important is that this interdisciplinary programme is implemented by the oldest higher education institution in the country with the involvement of the best specialists, which is its competitive advantage," said Aleksandr Musikhin. 

Preparing high-quality specialists will reduce the grey tourism market in Russia, said Iana Testina. From 2025, the programme will have an additional qualification "Manager of Hotel and Other Accommodation Facilities", which will provide graduates with the opportunity to find employment in the management of both tour operator companies and hotel facilities. 

Mariia Ivanova, a student at St Petersburg University, said she chose the programme "Tourism Management (with Advanced Study of the Thai Language)" because tourism in Thailand is becoming increasingly popular and more and more specialists are therefore needed in this area. She added that during her studies she wanted to learn as much as possible about this country, its culture, history, and law. The opportunity to learn Thai in future could be a competitive advantage in career development. 

"Before my studies at the University, I did not know much about Southeast Asia, but after two months of studying, I have some basic knowledge, necessary to understand some peculiarities of the country. The peculiarities of this region may be difficult to understand for European people, but this mystery spurs up interest even more. In fact, I have always been attracted by something little-known that need a special attention," shared Mariia Ivanova. "The history and culture of Thailand are not at all widespread among residents of Russia. I do not yet know where I would like to work after graduation, in Thailand or in Russia, but I am sure that I would like to popularise this country among our fellow citizens, for example, by developing tours with a historical component to this country." 

The development of academic programmes with an Eastern component at St Petersburg University will continue. In 2025, it is planned to open a new programme in organisation of tourism activities with an in-depth study of India and Arab countries.