Riding the wave of economic changes this year, residents of Tomsk are decisively booking vacations abroad, with notable interest reported for destinations such as China, Turkey, and the Maldives. The ruble’s notable rise—almost 15% stronger since the beginning of 2025—has fueled this surge, granting locals greater purchasing power for international travel.
It was particularly around the second half of February 2025 when booking trends shifted dramatically. This coincided with not only the usual travel rush seen at this time of year but also unexpected spikes caused by fluctuations such as the almost 5% drop of the dollar exchange rate on Valentine’s Day. According to analytics from MegaFon and Sletat.ru, the traffic to travel agency websites increased by 35% during this period, reflecting increased public interest.
“The strengthening of the ruble directly affects the cost of tours and consumer interest in holidays abroad. We are observing also a notable increase in longer-term bookings, as customers are opting for flights set for later this year,” explained Lyubov Voronina, head of international projects at Sletat.ru.
Curiously, comparing figures to the previous year, bookings for these trips were nearly 50% higher than the same period in 2024. Early spring retained interest, with reports indicating a 16% increase in bookings from the first 10 days of March 2025 against the same timeframe last year.
Notably, the highest demand during this time focused on travel to China—which saw bookings rise by 4.7 times—alongside Vietnam, which soared to 7 times their previous figures. Despite these impressive spikes, these destinations currently account for only 2% of the total market share of vacation bookings.
Closer to home, Egyptians embraced increased travel from Russia as bookings for trips jumped by 68%. Turkey, long favored prior to any price shifts, continued to attract significant interest with booking rates of 54%. Popularity also grew for the Maldives, with bookings increasing by 49%. When factoring these stats, Egypt claimed 22% of the total bookings, followed closely by Turkey at 21% and Thailand at 13%.
Interestingly, gender trends revealed women were primarily involved when it came to decision-making on travel destinations, constituting 55% of tourists. They also tended to utilize 1.5 times more internet traffic than men when researching their trips. Notably, the demographic most actively engaged consisted of individuals between the ages of 35 and 44, making up about 40% of the overall traffic.
Despite regional variations, trends suggest changing consumer interests among the Russian populace. MegaFon reported significant shifts across regional travel interest. For example, Ingushetia—once among the top five regions interested in travel—failed to make the list this year. Conversely, Samara moved up from seventh place to fifth, directly following the Rostov region. The top three regions remain unchanged: Moscow and its surrounding area, followed by Krasnodar and Saint Petersburg.
To facilitate ease of communication for travelers, MegaFon has also introduced measures to provide users with free internet access. While roaming, users can enjoy 1 GB of internet for up to 12 hours, enhancing their ability to respond quickly to changing plans, whether it involves alerting family of their arrival, hailing taxis, or accessing bank services.
From the latest data, Russians planning vacations will likely continue to depart from major hubs, predominantly from airports located in Moscow (43.4%), St. Petersburg (9.4%), and Yekaterinburg (5.8%). These figures represent shifts not just based on currency valuations but signaling broader travel interests likely to prevail throughout 2025.
“Our analytics afford businesses the chance to identify burgeoning trends and adjust their strategies accordingly,” commented Ekaterina Gammel, Director of Digital Marketing at MegaFon. This adaptation of services also assists consumers, ensuring they have the necessary engagement online not just before their trips, but also during their travels. This agility resonates well within the current climate where economic factors constantly influence choices.
Overall, the favorable currency situation has engendered optimism among potential overseas travelers. Tomsk residents, along with many Russians, now have the chance to explore exciting international destinations at more accessible prices—a fortunate development amid the ever-changing economic backdrop.
