Intourmarket-2025: Belarus Now Highlights Gastronomy, Nature and Wellness Tourism

Published on December 15, 2025

Belarus had a strong presence at the Intourmarket-2025. Winter exhibition, which took place in St. Petersburg, Russia, from December 12 to 14. The event presented a perfect chance for Belarus to promote all tourist opportunities available in the country. The event took place at St. Petersburg Expoforum Exhibition Centre, and this presented a perfect chance for Belarus to showcase their developing tourist market and all the fascinating opportunities available in Belarus that attract both business and pleasure tourists.

A Strong Presence at Intourmarket-2025

The Intourmarket-2025 exhibition is one of the most significant international events in the tourism industry, drawing exhibitors from across the globe. Belarus, through its National Tourism Agency, seized this opportunity to present a wide range of its tourism potential to the world. More than 50 tourism professionals from Belarus participated in the event, including representatives from well-known Belarusian sanatoriums, hotels, travel agencies, tourist information centers, and government departments. These participants demonstrated the breadth of tourism options available in Belarus, from wellness retreats to cultural experiences and scenic natural landscapes.

The event served as an introduction to Belarus’ contemporary tourism offerings, which are increasingly appealing to both Russian and international travelers. The Belarusian stand at the exhibition stood out, with a unique design showcasing vytsinanka, a traditional paper-cutting art, which not only caught the eye of visitors but also underscored the cultural richness of the country. This integration of local art and culture highlighted Belarus’ commitment to preserving and promoting its heritage while appealing to a modern, international audience.

Introducing New Initiatives: Tourism Map and MICE Catalog

In addition to showcasing Belarus’ natural beauty and cultural diversity, the National Tourism Agency introduced some innovative resources aimed at simplifying travel planning within the country. Among the highlights was an updated tourist map and a new MICE tourism catalogue. These tools are designed to make it easier for tourists, especially those visiting for business, to navigate the various tourism offerings across Belarus.

MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) has become an increasingly important segment of the travel industry, and Belarus is keen to tap into this growing market. The new catalogue provides comprehensive information on venues, services, and packages tailored to the needs of business travelers, ensuring that the country can offer both high-quality leisure and business tourism options. The new initiatives are a part of Belarus’ strategic efforts to attract a wide variety of tourists and position itself as a prominent destination for conferences and corporate events in the region.

Promoting Belarus’ Rich Natural Heritage and Gastronomy

During the exhibition, significant emphasis was placed on Belarus’ natural wealth, which is a major draw for tourists seeking outdoor activities and peaceful getaways. Known for its picturesque forests, lakes, and national parks, Belarus is an ideal destination for eco-tourism and nature lovers. This aligns with the growing global trend toward sustainable travel, as more people look for destinations that offer both adventure and environmental responsibility.

Another key focus of Belarus’ presentation was its gastronomic tourism. The exhibition coincided with Belarus’ gastronomic tourism month, during which visitors were treated to a taste of the country’s culinary offerings. Local specialties were served, allowing guests to sample the rich flavors of Belarusian cuisine, which is known for its hearty and wholesome ingredients, including meats, potatoes, and dairy products. These tastings were not just an introduction to Belarusian food but also a celebration of the country’s commitment to preserving its culinary traditions while welcoming new influences.

In line with the gastronomic theme, special attention was also given to food-focused tours, which provide visitors with a deeper understanding of Belarus’ food culture and its regional variations. These tours aim to attract tourists who are interested in authentic culinary experiences, further enhancing Belarus’ appeal as a destination for food lovers.

Attracting Tourists: Belarus as a Year-Round Destination

One of the key takeaways from the exhibition was Belarus’ ability to attract tourists year-round. While the country’s summer months are known for outdoor activities such as hiking and exploring nature reserves, Belarus also offers winter tourism experiences, including visits to ski resorts and wellness centers. The diverse range of activities available throughout the year makes Belarus an attractive option for travelers with varying interests, whether they are seeking relaxation, adventure, or cultural exploration.

The event also underscored the close ties between Belarus and Russia, with many Russian tourists already familiar with Belarus’ offerings, especially its spa and wellness tourism. Belarus is known for its sanatoriums, which provide healing therapies that are both therapeutic and rejuvenating, making the country a popular destination for health-conscious travelers.

Strengthening Regional and International Tourism Cooperation

The Intourmarket-2025 exhibition was not only an opportunity for Belarus to showcase its tourism products but also to strengthen its partnerships with neighboring countries and beyond. The presence of industry professionals from various regions allowed for networking opportunities, collaboration, and knowledge-sharing about the latest trends and demands in the global tourism industry. Belarus is strategically positioning itself as a key player in Eastern Europe’s tourism market, and its participation in the exhibition is part of this broader strategy to attract international tourists and promote its unique offerings.

By engaging with industry experts, Belarus is also setting the stage for future tourism collaborations that can benefit both the local economy and the global travel market. The exhibition emphasized the importance of cross-border partnerships and the role of tourism in fostering mutual understanding and economic growth.

Belarus’ Growing Appeal as a Tourist Destination

As more travelers head to new and authentic destinations, Belarus boasts a compelling history, culture, and natural appeal that can view visitors from across the globe. The country’s tourism infrastructure, growing piece by piece, as well as strategic marketing efforts, keeps it in perspective as a watch-it destination for years into the near future.