Russia is currently undergoing a massive pivot in its travel culture. It isn't just about where people want to go. It's about where they are allowed to feel welcome. Since the invasion of Ukraine and the subsequent rain of international sanctions, the traditional European holiday has evaporated for the average Russian citizen. Paris and Rome are out. Pyongyang is in. The Kremlin is pushing a new narrative that North Korea isn't a hermit kingdom of nuclear threats but a pristine, nostalgic paradise.
You’ve seen the headlines about military alliances and ammunition shipments. But there’s a softer side to this geopolitical marriage that’s just as strange. Russian state media and regional governors are now acting like high-end travel agents for the Kim Jong Un regime. They’re selling a vision of clean beaches, "safe" streets, and a brand of socialism that feels like a warm, fuzzy memory of the Soviet Union. It’s a bizarre rebranding effort. If you can’t go to the Mediterranean, why not try the Sea of Japan from the other side of the fence?
The marketing of a closed world
Selling North Korea to Russians isn't actually that hard when you control the airwaves. The Russian government is using a mix of curiosity and necessity to drive interest. Earlier this year, a group of nearly 100 Russian tourists flew to Pyongyang. They were the first foreign tour group allowed into the country since the pandemic started. They didn't just go for the sights. They went because the Russian government made it easy.
The sales pitch focuses on things Russians feel they've lost. Safety is a big one. In a world where Russian travelers often face hostility or complex visa hurdles in the West, North Korea offers a "guaranteed" welcome. There’s no risk of being "canceled" in Pyongyang. Then there’s the nostalgia. For the older generation, North Korea looks like a preserved-in-amber version of the USSR they remember. It’s clean. It’s orderly. There are no garish Western advertisements.
But don't be fooled into thinking this is a grassroots movement. This is top-down policy. Governors from Russia’s Far East, like Oleg Kozhemyako of the Primorsky Krai region, are leading the charge. He’s been vocal about sending Russian schoolchildren to North Korean summer camps like Songdowon. Think about that for a second. Instead of summer camp in the Alps or even the Black Sea, kids are being sent to a place where the morning alarm is often revolutionary music played over loudspeakers.
What a North Korean vacation actually looks like
If you think this is a "choose your own adventure" type of trip, you’re mistaken. A Russian tourist in North Korea lives in a bubble within a bubble. You don't just book a hotel on an app and wander around. You’re on a pre-approved itinerary.
Standard tours for Russians usually start in Pyongyang. They see the Juche Tower and the sprawling, empty squares. Then they might head to the Masikryong Ski Resort. This was a pet project of Kim Jong Un, and it’s where the "luxury" angle comes in. The lifts are modern, the snow is groomed, and the hotels are surprisingly decent. But you’re always accompanied. You have "guides" who are essentially minders. They make sure you don’t talk to the wrong people or wander off the paved path.
Recent reports from travelers suggest a weirdly sterile experience. One Russian vlogger described it as a "theatrical performance." You see what they want you to see. The beaches at Wonsan are touted as the next big thing. Construction is booming there, with high-rise hotels designed to mimic the vibe of a coastal resort in Spain or Turkey. But the reality is a bit more stark. There are no crowds. There are no independent cafes. It’s a vacation in a vacuum.
Why the Kremlin is desperate for this to work
This isn't just about giving people a place to tan. It's about optics. By funneling tourists into North Korea, Putin is signaling to the West that Russia has plenty of friends left. It’s a middle finger to the global tourism industry. If the West shuts its doors, Russia will just build its own playground with the few allies it has left.
There’s also an economic angle. North Korea needs hard currency. Russia needs a place to dump its rubles and keep its citizens occupied. It’s a barter system of sorts. Russia provides the people and the political cover; North Korea provides the "exotic" experience.
It’s also about domestic control. A Russian citizen who spends their vacation in a place like North Korea is less likely to come home with "dangerous" Western ideas about democracy or civil liberties. It’s the ultimate controlled environment. The government knows exactly where you are, what you’re eating, and who you’re talking to. For a state moving toward more authoritarianism, that’s a feature, not a bug.
Breaking down the travel logistics
Getting there isn't like hopping on a budget flight to Antalya. It’s a bit of a trek. Most travelers have to go through Vladivostok. Air Koryo, North Korea’s state airline, has resumed flights. The planes are often older Tupolevs, which adds to the "vintage" feel, though not necessarily in a way that makes you feel safe at 30,000 feet.
The costs are also a factor. It isn't cheap. A typical four-day tour can cost around $750 to $1,000. That might not sound like much, but considering the average Russian salary and the fact that you have almost zero freedom once you arrive, it’s a steep price for a guided tour of a totalitarian state. You have to pay for the "privilege" of being watched.
- Visas: Surprisingly easy if you’re Russian. The bureaucracy is being streamlined as part of the new "friendship" agreements.
- Currency: You won’t be using the local won. Tourists usually use Euros, Dollars, or even Chinese Yuan.
- Communication: Forget about your roaming plan. You’ll be largely disconnected from the outside world while you’re there.
The reality check nobody wants to hear
Despite the flashy brochures and the upbeat segments on Rossiya 1, most Russians aren't exactly rushing to pack their bags for Pyongyang. There’s a massive gap between what the state wants and what the people want. Most Russians, if given the choice, would still prefer a beach in Thailand or a shopping trip to Dubai.
The "North Korea experiment" is largely for the devoted or the desperate. It’s for those who want to prove their patriotism by vacationing in an "ideologically correct" location. It’s for people who are genuinely curious about the most secretive country on earth. But it’s not a mass-market product yet.
There are also massive ethical questions that the Russian state media ignores. When you vacation in North Korea, your money goes directly into the pockets of a regime with one of the worst human rights records on the planet. You’re essentially funding the very missiles that the world is worried about. For some Russian travelers, that’s a non-issue. For others, it’s a bridge too far.
What this means for the future of Russian travel
The shift toward North Korea is a symptom of a much larger isolation. Russia is effectively building a "parallel world" for its citizens. This world includes its own payment systems, its own internet (RuNet), and now, its own vacation spots.
We’re likely to see more of this. Expect more "friendship tours" to Iran, more investment in domestic resorts in the Caspian Sea, and a continued push to make North Korea seem "cool." The goal is to make the Russian people forget what they lost in the West by giving them a curated, safe, and entirely artificial alternative in the East.
If you’re looking at the current state of global travel, the takeaway is simple. The map is shrinking for Russians. The push toward Pyongyang is a desperate attempt to pretend otherwise. It’s a bold, weird, and slightly terrifying glimpse into a world where travel is no longer about exploration, but about political alignment.
If you're planning a trip and actually have a choice, look elsewhere. But if you’re stuck in a system that’s slowly closing its borders, North Korea might be the only "exotic" thing left on the menu. Just don't expect to come back with anything other than carefully vetted photos and a very strange story to tell. Check your local travel advisories and stay informed on the shifting visa requirements between the two nations, as the situation changes almost weekly depending on the latest summit in Moscow or Pyongyang.
