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Selling Socialism: Intourist and the Evolution of Soviet Tourism

Tourism was more than just a leisure industry. It was a powerful tool for nation-building. The Soviets understood that control over curated experiences could shape perceptions, both at home and abroad. 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 aspect of Soviet life, Intourist wielded propaganda to advance its agenda

The state used tourism as a tool for shaping the ideal citizen. This form of soft power aimed to unite the nation's vast and diverse populace. By carefully curating experiences, the state sought to foster a new national identity rooted in the ideals of socialism. They took concrete steps to make it a tangible reality. The opulent mansions of the former aristocracy were repurposed as sanatoriums for the working class, particularly in seaside areas. Sacred buildings like churches and cathedrals found new life as secular spaces like concert halls. Every encounter with "the other" – be it other cultures, places, or peoples – became an opportunity to frame those experiences within a larger story of Soviet progress.

The cornerstone of this strategy was an unprecedented promise: under Joseph Stalin, every Soviet citizen was guaranteed a paid two-week annual vacation. This gave rise to the distinctive phenomenon of the state-sponsored sanatorium holiday. Equipped with putevki (vouchers), workers could rejuvenate in sanatoriums across the USSR. From the mineral waters of Georgia to the oil baths of Azerbaijan, these unique institutions, part medical establishment and part spa, became integral to Soviet life. In stark contrast to the decadent leisure of the West, the Soviet vacation was infused with purpose. Tourism was a tool to ensure workers returned to their duties refreshed and productive.

Druzhba Sanatorium in Crimea, was built in 1985. Credit: MICHAL SOLARSK
Druzhba Sanatorium in Crimea, was built in 1985. Credit: MICHAL SOLARSK

From Revolution to Relaxation: Building an Industry from Scratch

The newly formed Soviet Union wanted to get its hands on hard currency. The weak ruble meant that it was next to impossible to import the heavy machinery that was key to the industrialization of the Soviet economy. Yet, the USSR lacked even the basic infrastructure to support international tourism. A thriving tourist industry demanded modern, accessible accommodations and transportation By rapidly creating modern infrastructure and facilities, the state could transform their country into a vacation destination. Tourism would serve two purposes - increase foreign currency reserves and showcase the Socialist utopia to the world.

New hotels were built across the nation, even in remote locations, while existing ones underwent extensive renovations, including the addition of private bathrooms. Transportation was also a key focus: in 1932, substantial investment went into adding 100 new dining cars to the iconic Trans-Siberian Express, enabling specialty tours like the Turkestan-Siberian Railroad journey. This route, completed in 1930, traversed remote regions of Soviet Central Asia like Samarkand. Those on the 1931 tour had to live on the train for forty days because there were “no hotel accommodations in many of the places visited”. Air travel, still in its infancy, also saw dramatic growth, with air routes expanding from 148,000 kilometres in 1930, to 665,000 kilometres by 1933.

Along Russia's scenic waterways, the state acquired hundreds of motorboats to facilitate both sightseeing within major cities and transport between destinations. In a move that added instant credibility, the state signed a landmark agreement in 1928 with the Thomas Cook travel agency. This solidified the USSR's status as a major destination, granting access to Thomas Cook's vast network – a partnership so successful that Russia became the only location where Thomas Cook's business expanded during the Great Recession. Cruise lines were another vital partner, with transatlantic steamship companies like the Canadian Pacific Steamship Line, the Holland-America Line, and the Royal Mail Steam Packet Company all signing agreements with the USSR in 1928. 

Iggy Pop and David Bowie in Moscow, 1976. Credit: Vasily Yegorov / TASS
Iggy Pop and David Bowie in Moscow, 1976. Credit: Vasily Yegorov / TASS

Selling Utopia: Intourist and International Tourism

The development of new hotels, modernised railroads, and expanded air travel laid the groundwork for the creation of Intourist in 1929. The agency was the USSR's first and only tourism organisation. Its name came from the Russian words for "foreign tourist", and it held a monopoly on tourism. Intourist wasn't just a travel agency; it was a propaganda tool. The agency aimed to sell a carefully crafted vision of the Soviet state – a "Land of Colour and Progress' where millions from diverse backgrounds worked together for a brighter future.

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 advertising posters were not known to the majority of Soviet citizens, as 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. Race and nationality were central themes in Soviet advertising. The USSR positioned itself as a beacon of multi-ethnic harmony under socialism. Soviet Central Asians and other minority groups were frequently featured in campaigns, portraying the nation's transformation from a "backward past" to a unified socialist future. Brochures were also quick to emphasise that each republic enjoyed equal rights, a striking contrast to the oppressive Tsarist rule. Intourist also arranged for guides and interpreters who were "well-informed young people”. To ensure this message was delivered seamlessly, Soviet guides fluent in the tourists' languages became mandatory companions.

Formal diplomatic recognition of the USSR by the United States in 1933 marked a turning point. In the midst of one of the worst economic crises the world had seen, Intourist hit the ground running for its first tourist season starting in summer 1930. They aimed to host 15,000 foreign visitors that first season, including 5,000 Americans. The results were staggering: American tourist spending within the Soviet Union skyrocketed, with Commerce Department reports showing a jump from $2,000,000 in 1929 to $10,000,000 in 1931. This starkly contrasted with the broader decline in global tourism during the Great Depression.

In the following years, Intourist opened 30 offices around the world, including in London, New York, Berlin and Amsterdam. The Soviets built tourism from the ground up. They were so successful that they were a threat to other foreign tourist bureaus vying for the attention and dollars of American travellers. Up until WWII, Intourist facilitated the visits of more than one million foreign guests to the USSR. 

Tourists ski in the Stavropol Region, 1979. Credit: Vitaly Sozinov/TASS
Tourists ski in the Stavropol Region, 1979. Credit: Vitaly Sozinov/TASS

Behind the Iron Curtain: Tourism and the Cold War

The early success of Soviet tourism was eclipsed by the Second World War and Stalin's Great Purge. These events plunged the USSR into isolation, and by the 1940s and 50s, foreign visitors had dwindled to a trickle. State officials actively discouraged travellers. However, a shift came after Stalin's death in 1953. With the easing of restrictions, the previous ban on Soviet citizens marrying foreigners was lifted. This thaw extended to tourism as well, and Intourist resumed selling packages to foreign visitors in 1955.

Even at the height of the Cold War, Intourist persevered, though under tight restrictions. Visits were subject to "prior coordination" and excluded "specifically designated zones," ensuring tourists only experienced the officially-sanctioned Soviet reality. This principle would define Soviet regulation of foreign travel until 1991. Despite the limitations, cultural diplomacy flourished, with music and theatre events in Moscow and Saint Petersburg. Tourists glimpsed a life of luxury beyond the reach of most Soviet citizens, staying in decadent hotels, eating caviar, and travelling in ornate carriages on the Trans-Siberian Railroad.

Intourist even used the space race in its drive for tourism. Intourists 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. 

Intourist's influence extended beyond tourism into the realm of diplomacy. The agency played a key role 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. By the 1980s, 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. 

Intourist and its campaigns reflect the early Soviet Union's ambition to reshape its internal society and project a triumphant image to the world. By the fall of the USSR in 1991, Intourist became a commercial for-profit company. Today, the company is neither state-owned, nor even Russian owned. It no longer has a monopoly on Russian tourism, but its legacy of striking travel posters remains. 

Land Journeys Tire, Air Journeys Refresh – Yugoslavia Travel poster from 1931 by Hans Wagula featuring a yellow and blue bridge  and countryside with a plane.Land Journeys Tire, Air Journeys Refresh – Yugoslavia Travel poster from 1931 by Hans Wagula featuring a yellow and blue bridge  and countryside with a plane, framed in a French apartment with parquet floors, white walls and soft sunlight

Land Journeys Tire, Air Journeys Refresh

Land Journeys Tire, Air Journeys Refresh

50 Years of Civil Aviation of the USSR – Soviet Russia 1973 Offset poster by A. Ryakushin celebrating aviation with a plane in blue against a sky backdrop.50 Years of Civil Aviation of the USSR – Soviet Russia 1973 Offset poster by A, Ryakushin celebrating aviation with a plane in blue against a sky backdrop, framed in a French apartment with parquet floors, white walls and soft sunlight

50 Years of Civil Aviation of the USSR

50 Years of Civil Aviation of the USSR

"World Tourism Day" – Polish poster (1980) by M. Krzysztoforski. Illustrates doves against a blue backdrop, celebrating travel.

World Tourism Day

World Tourism Day

We Invite you for a Tour - Kyiv - 1,500 Years – Soviet Ukraine tourism poster from 1981 featuring sailing ships on blue river.We Invite you for a Tour - Kyiv - 1,500 Years – Soviet Ukraine tourism poster from 1981 featuring sailing ships on blue river, framed in a French apartment with parquet floors, white walls and soft sunlight

We Invite you for a Tour - Kyiv -…

We Invite you for a Tour - Kyiv -…

Aeroflot - For the Skyfarer – Soviet Russia Travel poster from 1960s featuring a smiling woman in black pointing to a plane.Aeroflot - For the Skyfarer – Soviet Russia Travel poster from 1960s featuring a smiling woman in black pointing to a plane, framed in a French apartment with parquet floors, white walls and soft sunlight

Aeroflot - For the Skyfarer

Aeroflot - For the Skyfarer

CSA - Czechoslovakian Airlines IL18 – Czechoslovakia Travel poster from 1960 by Jaromír Hanzilik featuring a blue and purple airplane propellerCSA - Czechoslovakian Airlines IL18 – Czechoslovakia Travel poster from 1960 by Jaromír Hanzilik featuring a blue and purple airplane propeller, framed in a French apartment with parquet floors, white walls and soft sunlight

CSA - Czechoslovakian Airlines IL18

CSA - Czechoslovakian Airlines IL18

Georgian Military Highway – Soviet Russia Travel poster from 1939 by Alexander Zhitomirsky featuring a blue car climbing through a yellow mountainous landscape.Georgian Military Highway – Soviet Russia Travel poster from 1939 by Alexander Zhitomirsky featuring a blue car climbing through a yellow mountainous landscape, framed in a French apartment with parquet floors, white walls and soft sunlight

Georgian Military Highway

Georgian Military Highway

LOT Polish Airlines – Poland Travel poster from 1980 by Janusz Grabianski featuring a dog on a blue bag against a green backgroundLOT Polish Airlines – Poland Travel poster from 1980 by Janusz Grabianski featuring a dog on a blue bag against a green background, framed in a French apartment with parquet floors, white walls and soft sunlight

LOT Polish Airlines

LOT Polish Airlines

Good Equipment - Pleasant Journey – Hungary Travel poster from 1961 by Klara Soti featuring a man and woman hiking in yellow and green tones.Good Equipment - Pleasant Journey – Hungary Travel poster from 1961 by Klara Soti featuring a man and woman hiking in yellow and green tones, framed in a French apartment with parquet floors, white walls and soft sunlight

Good Equipment - Pleasant Journey

Good Equipment - Pleasant Journey

Armenia, Land of the Sun – Soviet Armenian poster from 1970s featuring a smiling woman in a dress against a red backgroundArmenia, Land of the Sun – Soviet Armenian poster from 1970s featuring a smiling woman in a dress against a red background, framed in a French apartment with parquet floors, white walls and soft sunlight

Armenia, Land of the Sun

Armenia, Land of the Sun

Batumi - USSR – Soviet Russia 1935 travel poster by Maria Aleksandrovna Nesterova-Berzina showcasing a women and apples against a green and blue seascape.Batumi - USSR – Soviet Russia 1935 travel poster by Maria Aleksandrovna Nesterova-Berzina showcasing a women and apples against a green and blue seascape, framed in a French apartment with parquet floors, white walls and soft sunlight

Batumi - USSR

Batumi - USSR

art

The Story of Soviet Art: The 20th Century Movement Set to Rise

Soviet art presents a rare opportunity for collectors. The historical significance and artistic merit of Soviet art offers an opportunity to acquire artworks at prices far below their Western counterparts.

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Tourist Programme – Soviet Russian 1980s travel poster by Vilen Surenovich Karakashev featuring a traveler with a globe and the Eiffel Tower, highlighted by vibrant orange hues.Tourist Programme – Soviet Russian 1980s travel poster by Vilen Surenovich Karakashev featuring a traveler with a globe and the Eiffel Tower, highlighted by vibrant orange hues, framed in a French apartment with parquet floors, white walls and soft sunlight

Tourist Programme

Tourist Programme

Warsaw Tourism Days – Polish travel poster from 1981 by Jerzy Flisak featuring a woman with a sword and shield, in red and green.Warsaw Tourism Days – Polish travel poster from 1981 by Jerzy Flisak featuring a woman with a sword and shield, in red and green, framed in a French apartment with parquet floors, white walls and soft sunlight

Warsaw Tourism Days

Warsaw Tourism Days

Soviet Armenia – Soviet Russia Travel poster from 1930s by Sergei Dmitrievich Igumnov featuring a car and train in a mountain yellow landscape.Soviet Armenia – Soviet Russia Travel poster from 1930s by Sergei Dmitrievich Igumnov featuring a car and train in a mountain yellow landscape, framed in a French apartment with parquet floors, white walls and soft sunlight

Soviet Armenia

Soviet Armenia

Visit the USSR Homeland of the First Cosmonaut in the World – Soviet Russia Travel propaganda poster from 1963 featuring a rocket circling the globeVisit the USSR Homeland of the First Cosmonaut in the World – Soviet Russia Travel propaganda poster from 1963 featuring a rocket circling the globe, framed in a French apartment with parquet floors, white walls and soft sunlight

Visit the USSR Homeland of the First Cosmonaut in…

Visit the USSR Homeland of the First Cosmonaut in…

Aeroflot from A to Z – Soviet Russian travel sketch from the 1970s by G. Serebryakov featuring a blue aircraft soaring through spaceAeroflot from A to Z – Soviet Russian travel sketch from the 1970s by G. Serebryakov featuring a blue aircraft soaring through space, framed in a French apartment with parquet floors, white walls and soft sunlight

Aeroflot from A to Z

Aeroflot from A to Z

Come to Poland – Polish travel poster (1971) showcases a person and a cathedral in brown tones, inviting tourism.Come to Poland – Polish travel poster (1971) showcases a person and a cathedral in brown tones, inviting tourism, framed in a French apartment with parquet floors, white walls and soft sunlight

Come to Poland

Come to Poland

"For the Good of the People, In the Name of Communism" - Soviet Russian poster (1977) by R. Suryaninov. Shows a man and woman with a red flag and sickle, promoting communist ideals."For the Good of the People, In the Name of Communism" - Soviet Russian poster (1977) by R, Suryaninov, Shows a man and woman with a red flag and sickle, promoting communist ideals, framed in a French apartment with parquet floors, white walls and soft sunlight

Aeroflot, 45 Years Uncut Matchbox Sheet

Aeroflot, 45 Years Uncut Matchbox Sheet

100 Years of Railway in Estonia – Estonian offset matchbox sheet from 1970 featuring a train and buildings against a blue background.100 Years of Railway in Estonia – Estonian offset matchbox sheet from 1970 featuring a train and buildings against a blue background, framed in a French apartment with parquet floors, white walls and soft sunlight

100 Years of Railway in Estonia

100 Years of Railway in Estonia