Abstract: The subject of this research is the eth0culture of medical tourism. On December 17, 2020, during a large press conference, the Russian President Vladimir Putin emphasized the importance for the development of domestic tourism. There is much concern about the citizens’ health, which raises the question on the promotion of domestic and inbound medical tourism, which is many ways lags behind the outbound medical tourism. Attraction of foreign citizens to the healthcare centers in Russia is one of the priority tasks of the National Project “Healthcare”. In this regard, there are new approaches that are not yet implemented. It implies that medicine is a part of culture, thus cannot but be unaffected by traditions and national mentality. To a great extent, the development of positive attitudes towards medical treatment in Russia depends on ethnocultural adaptation of medical tourists. Moreover, there is a consistent group of patients oriented towards the services of ethnomedicine. There are virtually no research dedicated to ethnomedicine within the framework of sociological interest in Russian literature, which actualizes the projection of approaches presented in the foreign sources onto polyethnic diversity of Russia. The aforementioned arguments stress the need for scientific examination of the possibility of using ethnocultural factors in promotion of medical and healthcare tourism. In the categorical field of medical sciences it cannot be implemented due to the absence of the corresponding problematic and terminological apparatus. However, the sociology of culture allows studying the problem from medical, culturological, and ethnological perspective, since it possess the methodology of scientific synthesis of all listed areas of knowledge. The research of ethnocultural factors of medical domestic and inbound tourism, which suggests not only a geographical change, but a change of ethnic environment as well, defines the novelty of this work and actualizes the conclusions on the proposed measures with regards to utilization of ethnocultural component in this sphere.