Amidst restrictions on international travel, the hospitality industry in Russia is increasingly becoming a significant sector of the economy. It engages existing accommodation facilities and attractions and opens up new directions that were previously closed to the broader public. The research aims to identify popular science tourism as a promising direction for sustainable economic development in the hospitality industry. This involves intensifying scientific development, shaping sustainable economic growth, and enhancing more effective career guidance activities. As a novel niche in tourism, popular scientific tourism aims to popularize science and involve a broader audience in the scientific sector. The research reveals the underexplored and underutilized nature of this type of educational tourism, highlighting the substantial potential for its development. This potential creation of new attractions will elevate the tourism potential of regions where key scientific facilities are located, promoting science and engaging a diverse audience in the scientific community. The proposal involves defining the role and position of popular scientific tourism sites in the tourist market system. This aims to facilitate effective interaction between tour operators, travel agents, and tourists while consuming tourist services with a popular scientific component. The research delves into the fundamental mechanisms of developing popular scientific tourism, emphasizing personnel preparation’s role in supporting this form of tourism. It recognizes the role of universities, research centers, and regions in forming routes, as well as the necessity of financial support. Conclusions are drawn, emphasizing that for sustainable economic development, the driving forces of popular scientific tourism should be research organizations and higher education institutions targeting students receiving basic and secondary vocational education. This approach aims to immerse them in the world of science and innovation, ultimately increasing the country’s technological potential and nurturing a generation of individuals concerned about the environment.