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Soviet Intourist Travel Posters - How the USSR Used Art & Propaganda to Drive Tourism

Intourist held a monopoly on tourism in the USSR. As the only tourism agency in the Soviet Union, Intourist was responsible for attracting and accommodating all tourists. Like every other industry or ideal in the USSR, they used propaganda to advance their agenda. Posters targeted at western audiences. They portrayed the Soviet Union as a glamorous and exotic land rather than a country of labourers and peasants.

The Emergence of Tourism in the Soviet Union

Following the 1918 Bolshevik Revolution, the newly formed Soviet Union needed to get its hands on hard currency. The weak ruble meant that it was next to impossible to import the heavy machinery which was key to the industrialisation of the Soviet economy. Wilhelm Kurz, the first Soviet official to visit the United States after its recognition of the USSR, put together a plan to attract wealthy foreign tourists. Tourism would serve two purposes - increase foreign currency reserves and showcase the Socialist utopia to the world.

Intourist, the first and only tourism agency in the USSR was established in 1929. Deriving from the Russian words for foreign tourist, inostrannyj turist, it held a monopoly on tourism. In the following years, Intourist opened 30 offices around the world, including in London, New York, Berlin and Amsterdam. Up until WWII, Intourist facilitated the visits of more than one million foreign guests to the USSR. Tourism resumed after the war, and by the 1970s, more than 4 million foreign tourists were visiting the USSR each year. Every single one of them had booked their flights, accommodation, transportation and activities through Intourist. 

David Bowie & Iggy Pop in Moscow - Image Credit: Unknown


Art, Advertising or Propaganda?

To promote tourism, Intourist created posters, brochures and advertisements. Soviet designers were allowed to study designs from the west as Soviet styled propaganda posters were designed to inspire Soviet citizens to work harder rather than entice foreigners to visit for a relaxing holiday.  Competitions were held to find winning designs. Art Deco was the prevailing style of posters of the day, as they portrayed the Soviet Union as a glamorous and mysterious country to visit. 

Soviet Intourist travel posters were not known to the majority of Soviet citizens. They were only displayed in foreign tourist offices or published as advertisements in American magazines. Eager to demonstrate that the Soviet Union was more than just Russia, travel posters emphasised the unique character and rich history of each of the 16 Soviet republics. Brochures were also quick to emphasise that each republic enjoyed equal rights, a striking contrast to the oppressive Tsarist rule. 

Intourist even used the space race in its drive for tourism. Intourist promotional posters invited foreigners to visit the country of the world’s first cosmonaut. The USSR understood the power of the image and designs depicted cosmonauts as explorers of new worlds, looking boldly back at the viewer. Bright, bold and elegant, Intourist travel posters presented the joys of travelling in the USSR - the first socialist country in the world. 

Politics & Tourism

Even at the height of the Cold War, Intourist continued to operate. Visits were subject to "prior coordination" and were highly curated. Tourists were shown only the parts of the Soviet Union which coincided with the official narrative. 'Cultural diplomacy' included music and theatre outings in Moscow and Saint Petersburg. Tourists stayed in decadent hotels, ate caviar and drank champagne, and travelled in ornately decorated carriages on the Trans-Siberian railroad - luxury far beyond the imaginations of most Soviet citizens at the time. Any place or person that contradicted the image of peace and prosperity in the Socialist utopia was strictly off-limits.

Intourist also played an outsized role in politics. The organisation was involved in organising the US President Richard Nixon’s visit to Russia, Ukraine and Belarus in 1974 where he and Brezhnev discussed improving US-Soviet relations. For the 1980 Moscow Olympics, Intourist facilitated an agreement with VISA, whereby tourists could make payments using their VISA credit cards in Russia for the very first time. After the fall of the USSR in 1991, Intourist became a commercial for-profit company. Today, the company is neither state-owned nor Russian owned. It no longer has a monopoly on Russian tourism, but its legacy around Soviet travel posters remains. 

Warsaw Tourism Days | Poland | 1981£300.00
List of all posters

Further Reading


The Definitive History of the Soviet Propaganda Poster

The Soviet Union used propaganda as a vehicle to disseminate communist ideology, promote the goals of the Communist Party and their own world view. After the Russian Revolution in 1918, the transformation of the Russian Empire into a socialist utopia required the retelling of history, the present and the future. Soviet propaganda posters have always kept pace with the times, and their legacy is intertwined with the rise and fall of the Soviet Union.


Art Factory: The Rise of Soviet Safety Posters in the Workplace

The industrialisation of the Soviet economy was Stalin’s top priority. By his own admittance, the Soviet Union is “fifty or a hundred years behind the advanced countries. We must make good this distance in ten years. Either we do it, or we shall be crushed.” A modern, industrial USSR would have economic independence from capitalist countries. Industrialisation meant the fundamental transformation of the Soviet Union from a predominantly agricultural economy into a leading industrial one.


The Trans-Siberian Railroad - The Railroad that Changed the World and Started a War

9,198 kilometres of tracks connect Moscow to the Pacific port of Vladivostok. As the longest railroad in the world, the Trans-Siberian Railway is truly one of humanity’s most impressive engineering feats. But, this symbol of Soviet power has also had an outsized impact on the world at large. Its construction was the catalyst for a war between two superpowers, it transported millions of prisoners to the Gulags, and served as a lifeline during the Second World War.


Exploring Budapest’s Dystopian Underground Water Reservoir

Rising above the banks of Budapest’s Danube river is Gellért Hill, an affluent residential area with elegant tree-lined streets. But, hidden beneath the surface is a strange and surreal sight - the József Gruber Water Reservoir. Every March, it’s emptied for its annual cleaning. With 106 stretched columns, the second basin makes for a futuristic and dystopian landscape.
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