Advertising and Business Opportunities

Author: Dimitry Paranyushkin (on 26 Aug 2018)
Way to Russia is the most popular guide to Russia on the internet visited by more than 1,2 Mln people every year and about 700 000 of them are from the USA, UK, Canada and Australia. To put his into perspective, about 500 000 travelers from these countries visited Russia in 2016 (source: RosTourism). Therefore if you advertise on Way to Russia you can be sure that you will reach most of the English-speaking travelers to Russia just through this website alone.

WayToRussia.Net sessions and unique visitors, source: Google Analytics, 2016

We have been recommended as the best Russian travel portal by The Lonely Planet and Rough Guides, BBC, USA Today, The Moscow Times newspaper, The Daily Telegraph, The Guardian, Toorista travel portal and several other respected publications and organizations worldwide. You can see some scans of the articles here.

Way to Russia is an information resource, not a service provider. We create original content about Russia and advertise the best travel deals on our site. We constantly monitor both our content and the deals offered by our advertisers. This ensures that our readers get the most up-to-date information and high-quality services.

Way to Russia offers the following services to businesses:

Advertising campaigns;
• Original content licensing (texts and photographs);
Market research and consulting


Advertising on WayToRussia.Net: Reach Every Traveler

If you advertise your business on Way to Russia, you have a chance to reach most of your potential audience at once. For example, about 400 000 people (unique visitors) from the USA visited WayToRussia.Net at least once in 2016. According to the Russian tourism office, about 238 633 people from the USA visited Russia in 2016 on a tourist visa. About 42 529 people from Australia visited WayToRussia.Net in 2016, and about the same number of Australians visited Russia in 2016. Even if we consider that not every person who's looking at our site will actually travel to Russia, we still get a very good chance that a high proportion of those visitors are the actual travelers to Russia. Based on FIFA 2018 data (50 000 US citizens got a fan ID during that period) and a 50% spike in the interest to the city guides during that period, we estimate that about at least 5th person who looks at our site from a specific country is actually traveling to Russia. Therefore, as an advertiser you have a very good quality specialized channel to reach your potential customers through Way to Russia Guides (at least every fifth traveler - 20% -  and maybe even more).

There are two ways to advertise your business on Way to Russia: banner advertising and listing inclusion.

Banner Advertising

There are four available banner positions: two graphic ads at the top of each page (A and B), a visual ad at the right column (C), and text ads (D).
We always work very closely with each advertiser to identify the sections of our site where their ads will appear. Our goal is to bring the most interesting content to our readers and we believe that good, relevant advertising is a very useful addition to the information on our site.
That is why you are guaranteed highly targeted campaigns when you advertise with Way to Russia.

The price varies from £10 ($19 or 15 EUR) for positions A, B or C to £0.15 ($0.25) per click for text ads. The minimum contract is £200 ($380 US) per month. All terms are negotiable.

To add your banner to our system, just send us a message to dima at waytorussia point net

Travel Services Listings Inclusion

If your business provides high quality and original services to customers, we may consider including it to our travel services listings. We have the following listings on Way to Russia:
• Accommodation (B&Bs, hostels, and private hotels)
Train Tickets (train ticket providers are listed)
Apartment for Rent (short-term rentals)
• Tours (city and adventure)
Russian Visa Support
• Taxi and Airport Transfers
• Business Services
Airline Tickets
The main conditions for inclusion are that (1) all your customers receive a reply within 24 hours; (2) fair combination of price and quality; (3) reliability, privacy, and security for the customers;

The price of inclusion depends on each particular case, but in general we work on the basis of 15% commission for each successful (paid) booking with a minimum fixed fee of £100 ($190 US).

To add your company to our listings, please, contact us.

If you were already approved, just follow the instructions to add a new company in the relevant listings section.

Way to Russia Statistics and Interesting Facts About Our Audience

As of 2016 more than 100 000 people (unique visitors) visit Way to Russia every month, that is about 1.2 Mln people per year. Most of our audience comes from the USA (about 33%), United Kingdom (9%), Russia (7.7%), Canada (4%), India (3.9%), Australia (3.5%), Germany (2.2%), Netherlands (1.8%), Sweden (1.6%) and France (1.2%) (data from Google Analytics, available upon request).

WayToRussia.Net visitors in 2016, by country, Source: Google Analytics

In average about 16,000 pages are viewed daily and each visitors on average spends about 1 min 50 seconds on each page (data for the 500 most popular pages), which shows that Way to Russia content is very interesting for our readers. Each reader views 4 pages in average .
The most popular sections of the site are the sections on the cultural and political background of Russia (What Is Russia) — 35% of all views, a section on Russian Visa — 15% of all views, a section on Travel Services (5%), Moscow Guide (7%), Practical Advice (6%), Transport advice (5%), Baikal lake and Trans-Siberian guide.
Most popular sections of the website, data from Google Analytics for 2016

The most popular Destinations Guides on Way to Russia are the guides to Moscow, Baikal, Trans-Siberian, Golden RIng, St. Petersburg, Far East [Vladivostok + Kamchatka], Kazan, Altay, Samara, Novgorod, and Sochi (in the order of popularity). Inside the city guides the most popular pages are the pages on getting around (city transport, arrival / departure and airports), Sightseeing & Museum pages, Accommodation and Clubbing guides — except for Kazan where clubbing seems to be more interesting than sightseeing.

Readers get highly engaged on the pages about Travel Services (mainly Russian Visa and Train Tickets) and Destination Guides (especially Baikal Lake and Altay) — those pages have the lowest bounce and exit rates, meaning that users continue navigating to other pages on WayToRussia.Net after visiting those sections. 

Our visitors also spend a long time on the pages about the Russian culture (What is Russia) and practical advice (Practicalities, including our Expat guide) — on average they read every article for more than 4 minutes, which is a very good number in the times when the average attention span on the internet is about 1 minute long.

Regarding the Russian culture pages, people tend to be really interested in the Russian language, Russian people (especially Russian women), Russian food, history and music.

In the Practicalities guide the most popular pages are the advices on Russian traditions, passing customs, money, marriage and cell phone operators / internet, as well as the guides to settling in Russia.

More detailed statistics, including breakdown by countries and cross-segment performance is available upon request.


Clients about Way to Russia

You can read the testimonials from our readers or see the most recent feedback on Way to Russia Facebook page and Trustpilot.

Press about Way to Russia

Rough Guides to Russia: "Way to Russia: Russia-based information portal with links to providers of apartments [...] This website has a regularly updated section on the ever-changing rules governing visas and registration"
(2006 edition, page 383)

Lonely Planet Guide to Russia and Trans-Siberian: "A much recommended resource for independent travelers to Russia, produced in Russia by Russian travelers - Waytorussia - Founded by Moscow university students, this slick site features visa and transport info."
(2003 and 2005 editions)

BBC: "Way to Russia - Actively run by a group of Russians with a passion for their country, this contains terrific and often entertaining information"
(see - "BBC Recommends" section on the right or just make a search on Russia)

USA Today: "The travelers' information from WaytoRussia —— includes addresses of Internet cafes and tips on prepaid Internet cards. Check out "Getting to, from & around Moscow" to learn about public transit. And look to the top of the page for maps and a photo gallery."
(28 April 2004, See for the full text)

Go-Magazine (The Moscow Times):
"One of the most comprehensive Russia-travel web portals in English [...] They provide a generous selection of information about Moscow, St. Petersburg and several other Russian cities [...]"

July 8 - September 9 2005, Go-Magazine, The Moscow Times -

Way to Russia can license original content (texts, photos and maps) to your company. All our texts and photographs are created by our staff writers and are maintained up-to-date. We never copy and paste information from Way to Russia, instead we create something new and relevant for our clients' purposes.


See some examples of our products:

 This is Like... Russia – the new generation of associative travel guides, created for ThisIsLike.Com
Snowboard Guide to Russia created for The World Snowboard Guide - the most popular independent snowboarding guide in the world.

Guide to Russia for MosNews.Com - a popular English-language online Russian newspaper.

• Guide to Russia for TravellersLounge.Co.Uk

Guide to Moscow for TimeOnline internet cafe, Moscow

The price of content license varies depending on your requirements. Generally, a mini city guide (text only - like the guide for TravellersLounge above) or a small article can be licensed for about £200 ($400), while a full-featured guide integrated in your company's website or guidebook starts at £2000 ($4000) - example: World Snowboard Guide above.

Please, contact us for more information.


Marketing Research and Consulting

Way to Russia staff provides consulting services to journalists, business people, and individuals. If you need to do a fact checking for your article or find certain information in Russia, we will be happy to help you. Our rates start at £50 ($60) per hour and can be negotiated depending on the services you require.

Please, contact us for more information.

We also offer marketing research of the Russian travel market and online travel market worldwide. During 10 years of work we've accumulated a lot of useful and interesting information about the local travel market, aggregate purchasing patterns, popularity of various destinations in Russia and beyond. If you'd like to get a sample of our bi-annual publications for travel industry professionals, please, contact us.


Way to Russia Structure

The website WayToRussia.Net and all affilliate websites are privatly owned by a group of partners. If you would like to learn more about members of our team, please, see About Us section.

The British company Ways Ltd is exclusively authorized to sell advertising space on Way to Russia and to arrange commercial partnerships.

Way to Russia Guides is a partner of the Special Agency network.

Ways Ltd details:
Director: Dmitry Paranyushkin
Company number: 5039341
Registered office: England
Telephone: +44 (0)207 993-8896
E-mail: billing ATT waytorussia POINT net

Please, send all post to:

Ways Ltd, c/o Clever Accounts
Clever Accounts Limited, Carrwood Park, Selby Road, Leeds, West Yorkshire
LS15 4LG, United Kingdom




Comments, Questions, Feedback?

If you have a question, please, post it in Way to Russia forum or tweet @waytorussia.

For comments and feedback about this article, use the form below.




Most Recent Articles:

How to Contact Way to Russia Guides

Please, read the information below carefully to find the contact information you need.

Terms of Use

Here we summarize all the conditions as well as legal implications of using this site.

Way to Russia Travel Guide Book

The ultimate 780-page travel guide to Russia for independent travelers is now available as a PDF download.