Kirov Oblast remained in the middle of Russia's ranking of tourist attractiveness.

      According to the results for 2025, Kirov Oblast was among the regions with a medium level of tourist attractiveness. In the nationwide Index of Tourist Attractiveness of the Regions of Russia the region scored 0.37 points, which corresponds to a position in the second half of the ranking.

      The study covers 85 federal subjects and is based on 50 indicators, including tourist flow volume, infrastructure development, the quality of tourism governance, safety and aspects of sustainable development. Taken together, these criteria show that Kirov Oblast lags behind not only the country’s major tourist centers but also a number of neighbouring regions in the Volga Federal District.

      By comparison, the leaders in the Volga Federal District remain the Republic of Tatarstan, Nizhny Novgorod Oblast and Bashkortostan, which significantly outpace Kirov Oblast in index value. These regions focus on infrastructure development, event tourism and the active promotion of territorial brands.

      The authors note that with domestic tourism growth slowing to 4–5% in 2025, competition between regions is intensifying. In such circumstances managerial factors play a decisive role — systematic work on developing the tourism product, service quality and the effectiveness of regional promotion. The absence of these elements prevents regions from significantly improving their positions in the rankings.

      Despite statements by regional authorities about developing the tourism sector, the federal study’s data show that Kirov Oblast has so far been unable to move out of the group of regions with average indicators and establish itself among the country’s tourism leaders.