Experts spoke about the trend of surfing among Russians

This summer, Russians from generation Y (millennials) increasingly began to prefer a relaxing and eco-friendly vacation away from popular tourist centers. This is the conclusion reached by analysts at Megafon and the online hotel and apartment booking service Ostrovok.

According to the results of a joint study, the number of bookings in small towns increased by about 7-15%. For example, in Rybinsk it increased by more than a third compared to last year, in Pereslavl-Zalessky and Rostov Veliky — by 15%, in Pskov and Kislovodsk — by 10%, in Suzdal, Kostroma, Vyborg and Veliky Novgorod — by 7%, and in Sergiev Posad — by 5%.

"We see an increased interest of tourists in traveling to destinations where historical and cultural identity is preserved, and the rhythm of life sets a more relaxed pace. At the same time, Russian—style tourist infrastructure is actively developing in small towns," said Daria Kochetkova, Managing Director of the Ostrov service.

Millennials choose rustic huts, glamping sites and eco-hotels as places where they can stay in solitude. At the same time, shopping has become one of the main trends of the season: this summer, traffic to websites offering this type of accommodation increased by 23% compared to June-August 2024. Russians aged 35 to 44 show the greatest interest in "quiet tourism" — they account for 46% of resource users. This is followed by tourists aged 45-54 (23%) and 25-34 (16%).

According to Alexey Titov, technical director of Megafon, in order to provide tourists with communication during their travels, the operator is developing infrastructure in small towns, on tourist routes and in other important locations for subscribers.

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