Не турист
медиа о том, как знакомиться с городом не по туристическому маршруту, а через его местную жизнь
The journey begins where the tourist trail ends
Media objective
Helping people discover cities through local life, culture, and places that rarely make it into standard tourist guides.
Most travel guides feature the same sights, popular cafes, and itineraries.«NOT A TOURIST» offers a different way to explore a city—through its neighborhoods, specific spots, local customs, and the daily lives of its residents.The media doesn’t just show you where to go; it reveals how the city functions—where locals spend their time, what they eat, which neighborhoods they favor, and what habits and cultural nuances shape the atmosphere of a place.
Media Topics
Segment: travel-media / urban culture
Narrow Topic: the city through the daily scenarios of local residents
«NOT A TOURIST» tells the story of the city through specific scenarios of local life: where residents eat breakfast, where they go after work, which neighborhoods they spend their weekends in, where they shop for groceries, listen to music, meet friends, and relax. Each piece is built around one such scenario, not a list of landmarks.
Formats and Categories
Competitor Analysis
For this analysis, I examined travel media, author blogs, and services that help young travelers discover new places and gain local experience.
Selection Criteria:1. Depth of Immersion
Does the project explore real local life, or is it limited to tourist attractions and curated lists?2. Practical Applicability
Can the experience be realistically replicated based on the material: understanding where to go, how to access it, how much time is required, and what to know beforehand?3. Uniqueness of Experience
Does it feature unusual formats: living with locals, learning a craft, volunteering, local rituals, or participation in community life?4. Content Format
Guides, short videos, stories, itineraries, interviews, user-generated content, etc.5. Visual Presentation
How vibrant and modern the content looks; whether the author presents themselves as a traveler, an expert, or a traditional tour guide.
6. Audience Engagement
Comments, subscriber recommendations, reader stories, polls, saves, and the ability to share one’s own experiences.
Direct Competitors
Spotted by Locals
City guides built entirely on recommendations from people who actually live in those cities. The project emphasizes non-touristy spots, local tips, and «hidden gems, ” and the content creators are local residents. This closely aligns with our concept of getting to know a city through its daily life. Spotted by Locals
Their strengths:
local authors, trust in recommendations, and a clear «local» mechanism.How we are different:
«NOT A TOURIST» will not only recommend spots but also offer participatory experiences: staying with locals, learning a skill, or engaging in a ritual or exchange.
34travel
Russian-language travel media featuring original guides to cities and countries. The materials place significant emphasis on local neighborhoods, independent cafes and bars, cultural spaces, small brands, and spots that allow you to see a city beyond its main attractions.
What they do well:
Strong editorial voice, excellent visuals, many local recommendations, and an authentic, «insider» sense of the city.How we are different:
34travel primarily tells you where to go and what to see, but «НЕ ТУРИСТ» focuses on participating in local life: staying with locals, learning a skill, or joining a local practice or exchange.
Samokatus
A Russian-language project about independent travel, unconventional routes, and ways to travel without pre-packaged tours. The materials contain a wealth of practical information: how to get there, where to stay, how to save money, what to see, and what non-standard destinations to choose.
Their strengths:
Very high practical utility, detailed instructions, and a focus on the independent traveler.How we differ:
«Scooter Cut» helps organize the trip, while «NOT A TOURIST» helps you understand how to engage with the local life and gain experiences that go beyond a mere itinerary or list of points.
Indirect Competitors
Workaway
A platform where travelers assist hosts in exchange for accommodation, food, or experience. You can work on a farm, help out in a hostel, participate in local projects, teach languages, and more.
What they excel at:
genuine immersion into local life through participation and exchange.Our distinction:
Workaway is an opportunities-finding service, but «НЕ ТУРИСТ» is a media outlet that explains what types of experiences exist, how they are structured, and who they are suitable for.
Tripster
A service offering bespoke tours and walks led by local guides. The core concept is to introduce travelers to a city through the eyes of people who know it intimately and can reveal its hidden facets. Tripster operates in over a thousand cities.
Their Strengths:
Local, authentic guides, a wide range of offerings, and trust built through reviews.How We Are Different:
Tripster primarily focuses on the guided tour format, whereas «НЕ ТУРИСТ» showcases a broader spectrum of experiences—such as staying with locals, learning a craft, participating in a ritual, or volunteering.
YouTravel.me
A Russian-language marketplace for bespoke travel experiences from independent travel experts and guides. It focuses on small groups, non-standard itineraries, and journeys outside of classic package tours.
Their strengths:
They offer ready-made, unique trips and a strong practical component—individuals can immediately select and book an experience.Our difference:
YouTravel.me sells a pre-packaged tour, but «NOT A TOURIST» is media that first helps a person discover different ways to engage with local life and choose what suits them.
Potential Competitors
Yandex Travel
A major service for travel, accommodation, and destinations that already boasts a large audience and editorial content.Their strengths are:
Scale, brand trust, a wealth of practical information, and the ability to seamlessly transition from content to booking.Why they are a potential competitor:
If they start systematically creating material about local scenarios, non-touristy neighborhoods, and local experiences, they could quickly capture a portion of our topic.
Tutu
A major Russian travel service with its own editorial team and content about trips.Their strengths:
A large audience, useful guides, itineraries, tickets, and practical information all in one place.Why they are a potential competitor:
They already have the infrastructure and reach to develop deeper content about local culture and non-standard travel formats.