Summer Tourism in Russia: Falling Bookings and New Travel Directions

Decline in Domestic Summer Travel Demand

According to data from the TravelLine platform, compiled by RST president Ilya Umansky, hotel bookings for the period May‑September 2026 fell by 5.4 % compared with the previous year. The metric for booked room‑nights slipped even more – down 6.9 %. Over the whole calendar year the drop looks milder: bookings fell 2 % and room‑nights 3.9 %.

Three Main Factors Behind the Slump

1. Lower consumer activity. The Romir study shows that more than a third of Russians have cut back on trips. ATOR vice‑president Sergey Romashkin notes that queries about domestic holidays in search engines dropped by roughly thirty percent. He says the cause isn’t rising prices but a general desire to save.
2. A stronger ruble. As the national currency appreciated, overseas destinations became financially more attractive, prompting a segment of tourists to switch to foreign trips.
3. Logistical headaches. News about fuel‑supply problems, train‑schedule changes and restrictions in Crimea create a sense of uncertainty, making people postpone their journeys.

How Demand Is Distributed Across Regions

Interfax‑Tourism data keep the Krasnodar Territory at the top of the booking market, holding about thirty percent of the total share. Even there, June saw a 24 % dip.

St. Petersburg and Moscow show a gentler slide: their figures fell 5 % and 9 % respectively. Crimea, traditionally in the top‑ten, vanished from the list of most‑popular destinations in June.

Among the regions that lost the biggest slice of demand are Dagestan (down more than 43 %), Kaliningrad (about 17 %) and Stavropol (around 18 %).

There are exceptions. Anapa, thanks to a 10‑11 % price cut and a quick recovery of its beaches after an environmental issue, posted a July booking surge of almost 78 % versus last year.

How Hoteliers Are Responding to Lower Occupancy

The market’s main reaction is a wave of discounts. In the Krasnodar region the cancellation rate rose to 45 %, up from roughly 30 % a year ago.

The average nightly rate in Russian hotels during summer rose only 3.5 %, a figure that lags behind inflation. Some properties are offering discounts of up to 40 %.

Occupancy on the Black Sea coast slipped from full capacity to 70 % in a year‑over‑year comparison. Demand also polarized: budget hotels up to two stars are seeing growth ranging from 100 % to 400 % over last year, while four‑ and five‑star establishments are losing guests.

The average daily check‑in comes to about 11,000 RUB, a touch higher than the previous year.

Where Russian Tourists Are Going

Skipping domestic holidays doesn’t mean skipping travel altogether. Interest has shifted abroad. The biggest jump is in China, especially among residents of Siberia and the Far East. Egypt records a 40 % rise in sales, and the UAE has resumed tours after pausing them in June.

European countries are experiencing the opposite trend because of visa restrictions. According to Kommersant, hotel bookings in Spain fell by 80 %, in France by 52 %, and in Italy by 50 %.

What to Expect in the Coming Months

The dip in summer demand is already felt, but the market is adjusting: hotels lower prices and travelers hunt for cheaper options, whether that means budget hotels in Russia or trips abroad where the strong ruble adds a bonus. If logistical problems linger and the ruble stays firm, the shift in demand is likely to continue.

Based on materials from: trn-news.ru.