Where and how much will Russians vacation in the summer: prices and destinations
A series of summer holidays are just around the corner, and it should be noted that for the first time in recent years there has been stability in the tourism industry. During the period of the pandemic and sanctions, Russians have already become accustomed to increasingly expensive flights, to the lack of direct flights with European countries, and to a reduction in available destinations in general. And they not only got used to it, but adapted to these difficult conditions, and learned to find suitable options for summer holidays. Now, judging by the observations of market participants, the demand for travel is only growing. How have travel trends changed? How much money will Russians have to spend on summer travel? Director of the Turpomosch Association, vice-president of the Russian Union of Travel Industry (RST) Alexander Osaulenko, vice-president of the Association of Tour Operators of Russia (ATOR) Sergey Romashkin and vice-president of ATOR for international tourism, general director of the tour operator Space spoke about the trends of the tourist season «MK». Travel Arthur Muradyan.
Photo: freepik.com
: Of course, each season is different. But if we talk about this summer’s trends, I would note two of the most striking trends. Firstly, in Russia the demand for domestic tourism products exceeds international ones. Secondly, there is an increase in the popularity of early booking.
: I agree that in Russia the demand for earlier booking of tours has increased. For example, if someone is late to buy tickets to Sochi for the summer months, then I can upset them. Now they will cost 35 thousand rubles. (Moscow — Sochi — Moscow). In winter, the same tickets cost 15 — 17 thousand rubles. A number of areas are already in short supply, as demand exceeds supply. It is impossible to buy accommodation in a sanatorium in Kislovodsk in the summer: everything is booked. It is impossible to book hotels in Dagestan. In the tourism industry there is such an indicator — booking depth. This is the time from the date of purchase of the voucher to the date of travel. So, if last year the depth was somewhere around 20–25 days, now it is 70–80 days.
If we talk about the geography of trips, it has not changed in principle. The preferences of tourists are well known: more than half choose a beach holiday and, accordingly, resorts of Crimea and Krasnodar Krai. A quarter of tourists choose excursion programs: Moscow, St. Petersburg, Kazan, the Golden Ring. 10% — sanatorium treatment, medical tourism and about 5% — this is active tourism. Altai and Baikal, Kamchatka — these are extreme destinations for tourists.
: The number of foreign trips by Russians in 2024 should certainly exceed the figures for 2023. There is an interesting trend here: the top 5 outbound tourism destinations have become non-seasonal, they remain year-round. Countries can change places with each other, but in terms of the number of tourists the top five still remains: Turkey, United Arab Emirates, Egypt, Thailand, Abkhazia. In fact, these 5 countries now generate the entire massive tourist flow from Russia. Summer Türkiye has already begun. We can say that the plans of tour operators and air carriers are very extensive. The flight program not only did not decrease compared to last year, but in some places even increased. There is still a dynamic increase in tourist flow to Southeast Asia. These include Thailand, Sri Lanka, Vietnam, Indonesia. An increase in demand has been observed for the second year in a row and is associated with the resumption of direct flights.
By the way, early booking is also relevant for outbound destinations. If we take the Turkish direction, then with the early booking promotion, prices for tours on average in the market were 25% cheaper than now. This is a tangible and serious saving. Well, another important trend of this tourist season is the absence of exchange rate fluctuations. The exchange rate continues to play a major role in the purchasing power of Russians. The next phase of prolonged stability of the ruble allows people to plan their trips more confidently.
: This is, of course, the Krasnodar region. And also the Caucasus, which over the past three years has been developing at such a rate that the world tourism community will envy. And, of course, Moscow and St. Petersburg. Over the past two years, Russian tourists have been quite actively exploring our neighboring countries. Travelers willingly travel to Belarus, Kazakhstan, and Armenia. Residents of the Far Eastern regions of the country actively travel to China: there is a great demand for short tours: 2-3 days or a week.
: Of course, prices have increased. Industry players cannot hide behind an umbrella from the general financial situation and leave the old prices. All elements of the tourism product are becoming more expensive, starting with the salaries of hotel staff and the salaries of guides. Probably, over the year the price of travel has increased by 15–17% — regardless of the region. The only exception is Crimea, which raises prices very restrainedly. The cost of tours to Crimea has increased by 5–7%. Most often we went to Crimea (for the May holidays) for 4-5 days. Here the average trip bill for two is about 40 thousand rubles plus travel. The leader in demand for the May holidays was the Krasnodar region, namely Anapa. This was surprising, since there is no airport in the city. But the explanation is very simple: Anapa has a very large influx of tourists who travel by car from the Rostov region. All the closest neighbors come by car, and, accordingly, their trip costs 40 thousand for two. As a rule, this is a 4 star hotel with a heated pool, as well as two meals a day. By the way, Anapa in Russia is considered the leader in the all-inclusive format — about 35 hotels. For comparison: in Sochi only five hotels operate on an all-inclusive basis.
People rest for about 10-12 days in summer. The cost of the tour for two is about 50-70 thousand rubles, and this does not include the cost of the flight to Sochi. Plane tickets are another 40 thousand, probably. Just do the math… But the most expensive in our market is medical tourism. For example, in the sanatorium of the Caucasian Mineral Waters or Belokurikha. This tour, in addition to food, includes medical care. The average bill for a summer trip will be somewhere around 80-90 thousand rubles. per person for two weeks of stay with treatment and travel.
If we go back to the May holidays, this is still a period of high demand, and accordingly, the price itself is higher than, for example, in April or after May 15th. In Turkey, the average bill for 7-8 nights for two was about 80-100 thousand rubles. A tour to the United Arab Emirates cost about 150 thousand rubles and more. It all depends on the duration of the trip and the type of hotel. Abkhazia is in the lower price segment. There, the average price tag is somewhere around 15-20 thousand rubles, but still, after adding up all the costs, it will approach 35-40 thousand rubles for the same 6-7 days. Egypt is, of course, more expensive. There is still a lack of transportation capacity here. Thailand is one of the most expensive foreign destinations. This is due to the duration of the flight. There, the average price tag per person is 120 thousand rubles, or about 250 thousand for two. But this is the average. In reality, as a rule, you have to spend a little more. But I think last-minute tours will appear on the market. Something tells me that we will see them this season, especially in the early phase of summer. This means that some destinations — for example, Turkey — will become more affordable for tourists.
: The price range of offers today is almost unlimited. In any region of the Russian Federation it is quite possible to find options that are completely acceptable for your wallet. These could be hotels, campsites, glamping sites, some kind of tourist camps and much more. First of all, you must clearly understand what exactly you expect from your vacation. Do you want to enjoy nature, fresh air or go on an excursion? If you want to take a ride around the Golden Circle, it won't cost too much. You can find options, relatively speaking, within 3 thousand rubles. per night. At the same time, in Russia today you can find luxury-style rooms, suites, and deluxes. Offers for every taste and budget.
: For some reason, it is common to scold Russian service and complain that it is not as wonderful as in Europe. But I have been involved in holidays in Russia for 30 years and I see that during this time several generations have changed both in hotels and in the industry as a whole. The industry now employs passionate professionals who have undergone appropriate training. An objective indicator of improving the quality of service can be considered a decrease in the percentage of complaints, which is 1 per 1000 people. That is, 1 thousand people went on vacation and only one of them filed a claim. Over the past 5 years, this figure has decreased by about 2.3 times. This means that satisfaction with your vacation is objectively growing. Many components are improving — transport, roads, food. New directions are opening — for example, gastrotourism. Travelers are interested in national or local cuisine, for example, seafood in Murmansk or Vladivostok. Many cities develop on their own, and if a city creates new public spaces, new services for its residents, then tourists also enjoy such changes.
— Greece will cost about 240 thousand rubles, and most of this budget will be consumed by the air ticket. Transit flights to Europe on average cost from 60 to 92 thousand rubles per person. Accordingly, the rest is a hotel. Cyprus is a little cheaper: there the price tag will be around 120-180 thousand rubles for a week. One of the main trends this year is that Russians have stopped paying attention to connecting flights. Take Thailand, for example. A huge number of Russians fly not only on direct flights, but also through third countries. A connecting flight is cheaper than a direct flight. People have adapted to the changes that have happened in the world. They are used to the same connecting flights, and this no longer scares them.
: It’s time to abandon the myth that if you organize your vacation yourself, it’s cheaper. This thesis has been repeatedly refuted by the practice of recent years. If you want it cheaper, go to a travel company.
: The earlier you buy a tour, the cheaper your trip will be, including airfare. Those who try to resolve the issue with their vacation at the last moment, as a rule, overpay. I encourage everyone to look at nearby vacation spots and try to get to them yourself. This will save you tens of thousands of rubles per family. Muradyan: Don’t try to buy tickets for the most convenient flight. See the most inconvenient one. As a rule, it will cost 20 percent less. Choose to return home on non-peak dates. Yes, it’s clear that it would be nice to be back at work by Monday. But if you move the date just a day, the tour will be cheaper. Next, follow the price calendar of all tour operators. On the website you can always see the price range within a week or a little longer. As a rule, operators can sell trips on certain days 20% cheaper. And lastly, you pay for the entire tour immediately at the time of purchase. If the currency rate begins to fall significantly, and you have only made an advance payment, you will have to pay extra at the new rate, which is higher.