The recent strengthening of the ruble has sparked a remarkable surge in foreign travel demand among Russians, as they actively book tours for the summer and autumn of 2025. According to analysts at MegaFon and the travel service Sletat.ru, this increase stems from approximately a 15% rise in the ruble's value since the start of the year, significantly affecting travel costs and consumer interest.
In the second half of February 2025, the online tourism landscape saw a notable uptick, with website traffic to tour operators and aggregators rising by 35%. There was also a 26% increase in the number of tour bookings compared to the earlier part of the month, indicating robust consumer enthusiasm for international travel. This trend is particularly pronounced compared to January and February 2024, highlighting a shift in travel planning among Russians.
Lyubov Voronina, head of international projects at Sletat.ru, commented on the situation, stating, “The strengthening of the ruble directly affects the cost of tours and consumer interest in holidays abroad. Tourists can save from 10 to 30% on travel costs.” This financial benefit encourages travelers to explore their options for vacations this year more thoroughly.
There is a marked interest in tours to countries like China and Vietnam, with demand spiking by 4.7 and 7 times, respectively, since February 2024. However, the market share of these destinations remains relatively small, accounting for only 2% of total sales. In contrast, traditional favorite spots such as Egypt, Turkey, the Maldives, and the UAE have seen more considerable increases in demand, with bookings for these destinations up 68%, 54%, 49%, and 51%, respectively.
Demographic insights reveal that women represent 55% of the audience looking to travel abroad, and they tend to generate 1.5 times more traffic than their male counterparts. The most active travelers belong to the 35 to 44 age group, which constitutes around 40% of the traffic for bookings. This demographic is increasingly looking ahead and making reservations not just for the upcoming summer, but also for autumn and winter trips.
With the travel market dynamic shifting, regions within Russia are also experiencing changes in travel expenditure. Analysts have noted that, unlike last year, residents of Ingushetia have dropped out of the top five for travel interest, while the Samara region has surged ahead from seventh place to fifth following Rostov. The top three regions remain unchanged: Moscow and its vicinity, Krasnodar Krai, and St. Petersburg alongside Leningrad region.
At the moment, the majority of Russians looking to travel are planning to depart from Moscow airports (43.4%), followed by St. Petersburg (9.4%), Yekaterinburg (5.8%), Kazan (2.7%), and Samara (2%). These locations serve as major hubs for outbound tourism, adding convenience for travelers as they seek to book trips.
The overall interest in holiday booking has remained strong, with bookings continuing to rise into March 2025 as well. The first ten days of the month alone saw a 16% increase compared to the same period last year, indicating a sustained appetite for travel among Russians. Interestingly, the peak of sales in February occurred on the 14th, influenced by Valentine's Day, which coincided with a nearly 5% drop in the dollar exchange rate.
As the year progresses, the combination of a strengthening ruble and changing consumer attitudes suggests that the tourism landscape may continue to evolve. Russian travelers are not only excited about summer getaways but are also planning further ahead into autumn and winter. The depth of sales is increasing, as more customers opt for early bookings, presumably to save on costs while ensuring their desired travel experiences.
In conclusion, the current trend in Russian tourism reflects a positive shift driven by economic factors, personal demographics, and shifting global travel dynamics. As tourists become more savvy to opportunities created by currency fluctuations, the landscape for foreign travel opens up more possibilities than ever.
