This chapter examines of the role of difficult pasts in post-Soviet tourism industries and reveals how these pasts are dealt with by guides and tourists. Russian tourists displayed different attitudes to sites associated with memories of imperial violence and (national) victimhood, ranging from a cosmopolitanism to pluralist positions and conscious avoidance. Confronted with transnational memory conflicts and heterogeneous audiences, tour guides used a range of strategies to communicate difficult pasts, aiming to avoid and neutralise contested topics, but also to create understanding and exchanges. This chapter discusses these strategies as part of a diplomatic approach to memory, which is seen as a key way of dealing with difficult pasts in a contested international arena. It argues that diplomatic approaches to difficult pasts should not be seen as inadequate and superficial forms of remembering, and highlights both their advantages and limitations. More generally, memory diplomacy provides a valuable addition to discussion on memory-making in the transnational arena, going beyond the binary of ethico-political accounts of remembering on the one hand, and memory conflicts on the other.