Demand for early bookings in Russia, Türkiye’s largest tourism source market, has reached its highest level since the pandemic, according to industry representatives.
The strengthening ruble and the launch of new destinations have significantly boosted Russian travelers’ interest in overseas holidays for the spring and summer 2026 season. Tour operators and individual booking platforms report that demand for early booking campaigns is now at its strongest since the pandemic years. While sales have not yet returned to pre-pandemic levels, sector representatives point to a clear and sustained recovery trend in outbound travel.
Early bookings triple year on year
According to data shared by tour operators with RBC, the volume of early bookings for international travel has nearly tripled compared to last year. Looking back to 2020, advance sales for the 2026 spring and summer season have reached record levels. A similar trend is evident among travelers who organize trips independently. Hotel and accommodation bookings toward the end of the year were up by nearly twofold compared to the previous year.
Stronger ruble makes prices more attractive
Industry sources cite stable flight schedules and newly opened destinations as key drivers of this growth. The appreciation of the ruble has also emerged as a major factor encouraging early bookings. A year-on-year decline of around 20% in the dollar against the ruble has made prices more appealing for Russian tourists, prompting many to lock in favorable conditions well in advance. Special early booking discounts offered by hotel chains are further supporting demand.
Türkiye continues to dominate outbound reservations from Russia by a wide margin. In the first 11 months of 2025, the number of Russian visitors to Türkiye reached 6.67 million, marking a 2.6% increase compared to the same period a year earlier.
5–10% growth expected in 2026
According to TürkRus, tourist arrivals from Russia and CIS countries are expected to grow by 5% to 10% in 2026. Türkiye is followed by the United Arab Emirates and Egypt, both benefiting from strong direct flight networks and competitive pricing. In Southeast Asia, Vietnam and Thailand are among the fastest-rising destinations.
Experts also note growing interest among Russian tourists in Indian Ocean destinations such as the Maldives, Seychelles, and Mauritius. In Africa, Kenya, Tanzania, South Africa, and Mozambique are gaining traction with beach and safari offerings. By contrast, destinations like the Caribbean and the Dominican Republic remain largely inaccessible due to the lack of direct flights, while Cuba stands out as a limited exception thanks to restricted flight capacity.
Higher standards with the same budget
Spending data show that overall holiday budgets have remained largely stable. In the first 11 months of 2025, average spending on outbound tours stood at 235,000 rubles, equivalent to roughly USD 3,010. The stronger ruble has enabled travelers to upgrade to higher-standard hotels within the same budget. The share of five-star hotels in bookings has increased markedly, while euro-denominated spending has risen on some European and Türkiye tours. Price increases have been more limited in dollar-priced destinations.
Growth in domestic travel bookings has been more moderate. Popular regions such as Krasnodar, Moscow, St. Petersburg, and Kaliningrad continue to lead demand. However, experts expect domestic holiday prices to keep rising in the 2026 summer season. The average tour price has climbed to 83,200 rubles, or about USD 1,067, with double-digit increases anticipated in accommodation and rental home prices.
