Many Russians can’t afford a luxurious adventure holiday abroad, which may be why Persey Tours’ original business model failed. But they soon struck on a better idea – instead of selling you a holiday, they sell you the mementos and paraphenalia that you would have picked up on the holiday, at a fraction of the cost. They have even supplied a fuel-station owner with keepsakes from a fictional ride to the moon on a non-existant Russian space-shuttle.