As Chairman of the St. Petersburg Tourism Development Committee, Yevgeny Pankevich stands at the forefront of the city’s efforts to cement its status as a premier global tourist destination. His tenure has been marked by the successful implementation of transformative initiatives designed to significantly enhance the city’s appeal and accessibility to international visitors.

A key achievement under Mr. Pankevich’s leadership was the 2017 launch of the “Ask me Spb / Я знаю город” tourist assistance service. This innovative program garnered widespread acclaim, particularly during the peak tourist season and the monumental 2018 FIFA World Cup, underscoring its efficacy in providing crucial support to visitors. Furthermore, his strategic vision has led to the establishment of ten “Visit Petersburg” tourist information offices in pivotal international markets, including France, Iran, China, India, and Spain, among others. He was also the driving force behind the “HOST CITY SAINT PETERSBURG” roadshow, an ambitious initiative that saw a mobile “Visit Petersburg” office traverse Europe and venture into Latin American countries, effectively promoting Saint Petersburg as a prime host for the 2018 FIFA World Cup.

In 2024, Mr. Pankevich assumed the leadership of the Committee for Tourism Development of Saint Petersburg, an entity tasked with shaping state policy across tourism development, hotel infrastructure, and urban hospitality. Concurrently, since 2017, he has held the distinguished position of Director of the St. Petersburg International Economic Forum (SPIEF), a role that offers unique insights into the intricate relationship between high-profile events and tourism.

Cultivating global connections through tourism

In an insightful interview, Yevgeny Pankevich elaborated on the symbiotic relationship between events like SPIEF and the broader tourism landscape of Saint Petersburg.

“SPIEF, as a preeminent business platform shaping the global agenda, demands meticulous preparation, particularly concerning hospitality and event curation,” Mr. Pankevich stated. He emphasized the profound significance accorded to such gatherings: “We dedicate considerable attention to SPIEF and similar events, recognizing their crucial role as catalysts for economic development. The agreements forged here propel cooperation forward, and for us, tourism stands as one of the primary industries of interest.”

He elaborated on the committee’s forward-thinking approach: “Our engagement extends far beyond the duration of the Forum. While we understand these forums primarily attract business tourists, our vision transcends that. We firmly believe that tourism fundamentally revolves around positive emotions. When visitors return to their home countries and share their experiences in Russia with friends and family, it generates a powerful ripple effect, leading to a return of tourists – and this, ultimately, is our paramount objective.”

Business Tourism: A strategic imperative

Saint Petersburg’s robust cultural heritage, exemplified by its world-renowned museums, theaters, and culinary scene, positions it as an ideal hub for business tourism. The “Northern Capital” has assiduously cultivated these assets for over two decades, making them highly conducive to attracting business travelers.

“Our core objective is to achieve a substantial return on investment,” Pankevich affirmed, highlighting Saint Petersburg’s significant potential for business travel. “Consequently, we are intensely focused on this segment. We strive to attract tourists not only during the high season but also throughout the spring and winter months.” He added, “While our efforts span multiple directions, our primary endeavor is to simplify the tourism experience. To achieve this, we are leveraging various instruments. Foremost among these is the e-visa, an initiative strongly championed by the Russian government. Simultaneously, we are continuously enhancing our infrastructure, improving lodging options, elevating comfort standards, and refining cultural routes for tourists.”

Expanding reach and nurturing family tourism

Russia is actively cultivating its business and tourism ties with GCC and Middle Eastern countries through a multifaceted approach encompassing exhibitions, workshops, and collaborations with tourist agencies, businesses, and culinary representatives.

“We participate with cultural ambassadors, including ballet and theatre groups, to promote Saint Petersburg not only domestically but also internationally,” Pankevich explained. He extended a gracious invitation: “I would like to invite you to the 2026-27 period, during which we are planning a comprehensive blog tour designed to showcase all the city’s magnificent sites. Saint Petersburg serves as a pivotal hub from which various regions and cities of Russia can be conveniently accessed. We offer a highly popular ‘Two Capitals’ tour, seamlessly connecting Moscow and Saint Petersburg via efficient shuttle services and transportation.”

Recalling past successes, Pankevich noted, “In 2016, we initiated the development of two programs: ‘Kazan-St. Petersburg’ and ‘Moscow-St. Petersburg-Kazan.’ At the time, their effectiveness and popularity were uncertain, but now the demand is unequivocally clear. This experience has provided us with a proven model for such tours, and we continue to develop similar projects.” He further elaborated on the broader impact of business tourism: “Beyond the financial gains and agreements, a significant benefit is that every seventh business tourist visiting Saint Petersburg brings their family. This is immensely valuable to us, as it represents a distinct and growing segment, actively fostering family tourism—a pursuit that aligns perfectly with our emphasis on family values.”

Mr. Pankevich concluded by expressing Saint Petersburg’s and Russia’s eager anticipation in welcoming attendees of SPIEF and new tourists to the country, while also encouraging Russian citizens to explore diverse international destinations.