Expert Kireeva named the main reasons for the growing demand for "sleep tourism" among Russians.

Russian hotels will adapt rooms to sleep improvement programs in 2026

Wed, 02/18/2026 - 00:25

Photo: Global Look Press/Ingram Images

Озвучить текст

Select important

Off

In Russia, in 2026, the popularity of so—called sleep tourism, a travel format focused on restoring sleep quality and mental and physical condition, may grow. The prospects of the direction were announced by the head of the State Duma Committee on Tourism, Sangaji Tarbayev.

"Sleep tourism" involves short trips with an emphasis on silence, solitude and rejection of digital stimuli. The infrastructure of such tours is focused on improving sleep: increased requirements for sound insulation, mattress quality, lighting and microclimate in rooms, as well as special relaxation programs.

Anastasia Kireeva, President of the Association of Hospitality Leaders, explained in a conversation with Izvestia what factors stimulate the development of this segment.

"Given the increased stress levels and the development of remote work, sleep tourism may become one of the most relevant areas in 2026. People are beginning to realize the importance of quality sleep, and against this background, specialized sleep restoration tours may become especially in demand," the expert noted.

She stressed that the implementation of such a format requires an integrated approach.

"This is a well-thought-out microclimate, special mattresses, lighting based on circadian rhythms, relaxation programs. It's not just about relaxing, but about systematically working with sleep quality," Kireeva explained.

According to the expert, the main target audience of the direction will be people aged 30 to 50 years.

"These are working professionals and managers who regularly face high levels of stress. Also, young parents who are experiencing a lack of proper rest. It is this category that will form the main demand," she said.

Kireeva singled out Altai, Karelia and the Black Sea coast among the regions that could become centers for the development of the direction, where natural conditions contribute to creating a calm atmosphere.