June 4, 2024, Jakarta
The founder and CEO of AsiaRuss, Irina Latushkina, has taken the company's first concrete steps toward its ambitious mission of opening Russia to Indonesian tourists. During a productive roundtable discussion with ASITA (Indonesia's Travel Agents Association) in Jakarta, Latushkina laid the groundwork for what promises to be a transformative journey in Russian inbound tourism.
The founder and CEO of AsiaRuss, Irina Latushkina, has taken the company's first concrete steps toward its ambitious mission of opening Russia to Indonesian tourists. During a productive roundtable discussion with ASITA (Indonesia's Travel Agents Association) in Jakarta, Latushkina laid the groundwork for what promises to be a transformative journey in Russian inbound tourism.
"We started our journey with practical steps," Latushkina remarked, emphasizing AsiaRuss's hands-on approach. For her, this was more than just another business meeting – Jakarta has become something of a second home after spending over four years living between Russia and Indonesia. "This is not my first time in Jakarta, so I didn't need special trade mission support to come here," she noted. "We're fortunate to have found excellent local partners at Manna Indonesia Group who handled all the organizational aspects, allowing us to focus entirely on building meaningful connections."
The high-energy session at The Acre brought together more than 15 major Indonesian tour operators representing ASITA’s power circle – key players who influence a large portion of Indonesia’s outbound tourism market. But this was not an ordinary business meeting. AsiaRuss came with a mission to change perceptions.
“We didn’t just talk business – we rewired perceptions,” Irina observed. Beyond the standard discussions about tour packages and logistics, the session aimed to dismantle outdated stereotypes about Russia. The company showcased both iconic destinations like Moscow and St. Petersburg, as well as lesser-known regions like Tatarstan, Dagestan, and Chechnya — all offering halal-friendly tourism infrastructure — along with the natural wonders of Lake Baikal and Kamchatka.
The response was immediate and enthusiastic, with several tour operators expressing interest in developing trial tour packages. This feedback validated AsiaRuss’s carefully phased approach to market development.
For its first year of operation, the company has set a realistic target of 1,000 Indonesian tourists, mainly visiting Moscow and St. Petersburg. This phase will serve as a foundation for deeper market insights.
For its first year of operation, the company has set a realistic target of 1,000 Indonesian tourists, mainly visiting Moscow and St. Petersburg. This phase will serve as a foundation for deeper market insights.
“There are so many incredible places in Russia we want to introduce to Indonesians,” Latushkina explained. “But to build a long-term, sustainable business, we must move intentionally, and pay close attention to what Indonesians are looking for – whether it’s halal travel, luxury experiences, or shopping.”
If the pilot year proves successful, AsiaRuss plans to scale up tenfold in its second year and expand to include Muslim-majority regions and UNESCO heritage sites.
This meeting in Jakarta is just the beginning of what promises to be an exciting journey. By combining Latushkina’s deep personal connection to Indonesia with AsiaRuss’s innovative vision, the company is poised to become the premier bridge between Russian and Indonesian tourism.
This meeting in Jakarta is just the beginning of what promises to be an exciting journey. By combining Latushkina’s deep personal connection to Indonesia with AsiaRuss’s innovative vision, the company is poised to become the premier bridge between Russian and Indonesian tourism.
“Russia has endless possibilities to offer Indonesian travelers – we’re just helping to open the door.”
