The article is devoted to the evaluation of the role of Russian higher education in the educational market of the Eurasian Economic Union. For example, educational exhibits (as one of the main tools for promoting educational services) the mechanism of realization of the potential humanitarian cooperation and export of education as an instrument of «soft power». The concrete examples and recommendations aimed at improving the system of exhibition activity of Russian universities in the post-Soviet states, including the countries of the Eurasian Economic Community.