FEATURES OF THE MODERN TOURISM PRODUCT OF RUSSIAN GAMBLING ZONES: FOCUS ON EXPERIENCES

Since 2022, Russian gaming zones have been registering steady growth in visitor numbers. This study seeks to uncover the drivers behind that positive momentum and to identify effective strategies for further infrastructure development. The market is evolving from stand-alone casinos toward open “experience clusters.” By adopting the «experience factory» concept, tapping regional tourism assets, and promoting event-driven travel, these zones are increasing both their non-gaming revenue and overall investment appeal.