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This paper aims to review tourist directions that reflect the uniqueness of the Sverdlovsk region of Russia and form the basis of its multi-touristic potential.

This paper reviews diversification of the Middle Urals tourist potential based on its natural, geographic, business, ethno-cultural and industrial features.

The findings reveal the strengths, weaknesses, opportunities and threats relating to the implementation of the multi-touristic brand “Great Ural”.

Sverdlovsk region is known as a great industrial region of the Russia. The paper reveals that this region is an area with wide tourism potential. The authors deem that tourist diversification will help to improve the competitiveness of the Middle Urals.

The main output of the paper is a review of the key directions for tourism in the Sverdlovsk region with implications for practitioners, tourists and entrepreneurs. The identification of problems and imperfections in the Middle Urals tourism market is also useful for researchers working in the area of territorial marketing.

This paper aims to review the contributions made to the strategic question about the challenges and opportunities driving the Russian tourism and hospitality market as it becomes more diverse with new destinations.

Based on the strategic question, a brief analysis of each contribution was carried out to identify the key findings, as they relate to the theme.

The findings reveal 11 key characteristics related to major issues and shifts in the contemporary Russian tourism and hospitality market.

The findings add to the literature on hospitality and tourism in emerging markets by unveiling the pros and cons of developing new destinations and types of tourism in Russia. Overall, the theme issue provides a useful framework for discussion with a wider range of stakeholders. This is important to both academics and practitioners engaged in hospitality and tourism development and research.

All 11 articles have contributed different perspectives to the topic and confirm that it is important for all key stakeholders to consider both international trends in hospitality and tourism and the region-specific resources and opportunities that make many parts of Russia potentially attractive to different target audiences with broad interests and preferences.

This paper aims to profile the WHATT theme issue “Why is the Russian tourism and hospitality market becoming more diverse with new destinations?” with reference to the experiences of the theme editor and writing team.

This paper uses structured questions to enable the theme editor to reflect on the rationale for the theme issue question, the starting-point, the selection of the writing team and material and the editorial process.

This paper provides a framework to facilitate discussion between all stakeholders in Russia’s tourism and hospitality industry, identifies ways of improving competitiveness as a tourist destination and contributes to thinking about sustainable development. The outcomes of a broad-ranging collaboration yield fresh insights, a deeper understanding of the issues and an array of possible responses to the theme issue question.

The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing.

The collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the collection of articles provides a detailed picture of the changes occurring in the Russian tourism and hospitality market.