"Discover Russia" national brand content has gained 100 million views on Chinese social networks

Materials posted on the accounts of "Discover Russia" national tourism brand on Chinese social networks have gained 100 million views, said Elena Bakalyuk, head of the Tourism Project office at the National Priorities NGO.

"Discover Russia's official accounts are represented in key Chinese social networks, and 250,000 Chinese citizens have subscribed to us. More than a thousand pieces of content have been published on our Chinese social media accounts, and they have gained almost 100 million views," Bakalyuk said at the Pacific International Congress in Vladivostok on Wednesday.

Bakalyuk added that the videos of Chinese bloggers, made after study tours of the regions of the Russian Federation, have gained tens of millions of views.

" In 2026, we changed our approach to blog tours, now they are being tested in the format of Discover Russia reference travel products, which were developed by the Ministry of Economic Development of Russia, the Center for Strategic Research and the finalist regions of the "Discover Your Russia" competition. A test drive of the travel products “Tver – the Soul of Russia” was conducted; bloggers were sent to the Khabarovsk Territory, where they tested the travel product – an expedition to see whales; now Chinese bloggers are testing the travel product “Tyumen – the Heat of Siberia”. So far, four materials have been published as a result, and they have garnered 40 million views,” she said.

In 2025, following the trips of Chinese bloggers to the regions of Siberia and the Far East, eight videos were released, which have garnered 50 million views and received 1.5 million reactions.

Information source «Interfax.Russia»: https://www.interfax-russia.ru/tourism/news/content-of-the-national-brand-discover-russia-has-gained-100-million-views-on-Chinese-social-networks

Use of photo "RussiaDiscovery": https://www.russiadiscovery.ru/o-kompanii/