Russia’s Wildberries is expanding into the travel sector with the launch of a new “Experiences Marketplace” – a platform designed to connect travelers with tours, excursions and local activities across the country.
The initiative, developed under the umbrella of WB Travel and supported by the Ministry of Economic Development of Russia, forms part of a broader strategy to stimulate domestic tourism and unlock regional demand.
From e-commerce to travel experiences
Originally known as a marketplace for goods, Wildberries has gradually expanded its ecosystem to include travel services such as flights, hotels and package tours through partnerships like FUN&SUN.
Now, with the introduction of the “Experiences” section, the platform is positioning itself as a full-service travel hub.
The new feature allows users to browse and book a wide range of activities – from classic guided tours to bespoke local experiences.
Nationwide coverage and growing inventory
The marketplace is already live in several popular destinations, including:
Moscow
Saint Petersburg
Krasnodar region
Kaliningrad region
Murmansk region
Users can access the service via both the website and mobile app, making it fully integrated into the existing Wildberries ecosystem.
Flexible search and booking tools
The platform offers a structured interface that allows users to tailor their experience:
Choose type of activity (excursion, photo tour, event)
Select city, date and number of participants
Filter by transport (walking, bus, car)
Pick format (group or private)
Each listing includes detailed information about the organizer, helping build trust and transparency.
New opportunities for local guides
A key focus of the project is supporting independent guides and small operators.
Wildberries has opened registration for tour operators, agencies and self-employed guides, with applications accepted until April 30, 2026.
For many regional providers, the platform offers access to a national audience for the first time – reducing reliance on local marketing channels and word-of-mouth.
A potential shift for the industry
The launch is seen as a significant moment for Russia’s tourism sector. With Wildberries’ massive user base and established payment infrastructure, the platform could reshape how travel services are distributed.
By applying e-commerce logic – fast booking, user-friendly interfaces and secure transactions – to tourism, the marketplace may help standardize and scale the fragmented experiences segment.
For travelers, it means easier discovery of local activities. For providers, it could mark the beginning of a more connected and commercially viable domestic tourism ecosystem.
