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Silence as a luxury: why the trend of "doing nothing" is gaining popularity in Russia
Russians are increasingly abandoning intense programs and outdoor activities in favor of silence, solitude and recuperation. This new tourist trend is already being recorded by the largest market players. About what kind of vacation is on trend and where compatriots most often go on vacation, see the Izvestia article.
The trend towards "doing nothing": why Russians choose a relaxing vacation
Russians are beginning to prefer the philosophy of complete relaxation to traditional beach chairs and noisy excursions. As the press service of the Coral Travel tour operator informed Izvestia, a steady trend towards "doing nothing" is gaining ground on the market. Tourists tired of megacities are massively looking for silence and the opportunity to restore mental health.
For this, according to the company, travelers go to small and quiet beach hotels without too much noise and fuss, located in Sochi and Anapa. At the same time, health care is gaining popularity. According to experts, there has been a noticeable increase in the flow of both young and elderly tourists to the resorts of the Caucasian Mineral Waters, who are focused on treatment and recovery.
"On vacation, tourists want not only to see new locations, but also to relax physically and get enough sleep (sleep tourism), so when choosing a vacation destination, they consider the conditions for a good night's sleep and the possibility of restoring vitality," the press service of the Fun&Sun tour operator said.
Why "doing nothing" is becoming the new standard of recreation
Experts agree that the trend towards "doing nothing" reflects deeper changes in consumer behavior.
Rest is often perceived as a way of recovery, rather than as a rich program with as many activities as possible. In these conditions, there is a growing demand for destinations offering quiet, natural environment and comfortable infrastructure.
Thus, the tourism market is adapting to the new demand, which focuses on balance, tranquility and the ability to temporarily reduce the level of stress.
Popular types of recreation in Russia in summer 2026: sleep tourism and natural destinations
The trend is confirmed by other market participants. Destinations with a favorable climate that promotes quality sleep and recovery are gaining popularity.
We are talking about recreation centers in mountainous areas and natural locations, including Altai, Baikal, Kamchatka and Karelia, as well as SPA and wellness resorts. Tourists tend to combine comfort with staying in nature and reducing stress levels. This was reported in the press service of the tour operator Fun&Sun.
At the same time, there is a growing interest in active, but at the same time more meaningful recreation. Increasingly, formats involving ecological routes, hiking, and camping are being chosen.
The press service of the Alean tour operator added that in recent years, a separate direction has been formed — "sleep tourism", which involves trips for the sake of rest and recovery of sleep. And the concept of "sleep tourism" becomes crucial when choosing a vacation destination: the climate of mountainous areas like Arkhyz, Sheregesh or Krasnaya Polyana, according to tourists, promotes deep sleep and wellness.
Small towns versus megacities: sought-after destinations in 2026
Another steady trend is the interest in small towns. Travel agents are registering a growing interest in authentic architecture and the measured rhythm of life in small towns. Sortavala in Karelia, Kostroma, Rybinsk, as well as small towns of the Golden Ring are among the top destinations this summer.
Tourists want to get away from the usual rhythm of noisy agglomerations, replacing them with contemplation of provincial landscapes. At the same time, as Fun&Sun clarified, destinations famous for their natural beauty are not losing popularity: Baikal, Kamchatka, Altai, Murmansk and Yuzhno-Sakhalinsk remain in the top of requests for active and comfortable leisure.
However, the concept of "active" is also being transformed here. We are talking about jeep tours, rafting trips, ecological routes and glamping accommodation. However, the press service of the Alean tour operator stressed that beach tours to the Black Sea resorts remain the absolute leader — they account for 56% of bookings, another 28% is occupied by treatment in the Kavminvod sanatoriums, Siberia and the Urals.
Where to go in the summer of 2026 in Russia: demand for resorts and sightseeing destinations
Despite the new leisure formats, traditional destinations remain in the lead. According to tour operators, there is a high demand for beach and wellness resorts, as well as for sightseeing routes.
Sochi remains a key destination for seaside holidays, the Caucasian Mineral Waters for medical treatment, and cities such as Kaliningrad and St. Petersburg attract fans of cultural trips. A special interest remains in the natural regions, including Kamchatka, Altai and the Far East.
Fun&Sun clarified that the demand for summer holidays in the Krasnodar Territory has increased significantly. The average depth of bookings reaches six months, which indicates early travel planning.
Price dynamics in the South of Russia: what is happening in Anapa and Gelendzhik
Despite the fashion for privacy, sales statistics show an explosive increase in demand for traditional southern resorts. Experts report record numbers: demand for Anapa increased by 40% year-on-year, for Sochi and Gelendzhik — four times, for Crimea — twice.
Analysts cite the opening of flights to Gelendzhik and the lifting of Rospotrebnadzor restrictions in Anapa as one of the reasons — beaches will open there before the season.
Hoteliers demonstrate a balanced policy: the increase in prices for accommodation was about 10%. At the same time, there are early booking promotions for the "night as a gift" program. In the first quarter, sales growth in Anapa reached 15%, mainly due to tourists who have already gained the experience of Anapa without beaches and appreciated discounts in 4-5-star hotels.
How to buy tickets to the south cheaper: tips for tourists for summer 2026
Against the background of high demand, experts advise planning trips in advance. The Kupibilet service reported that the optimal time for buying train tickets is 45-60 days before departure.
According to the company, the difference in cost between early and late bookings can reach 25-30%. The most popular dates in high season are sold out in the first days after the start of sales.
Experts also pay attention to the possibility of savings due to the choice of tariffs, flexibility of dates and the use of alternative routes. Additional discounts are available for certain categories of passengers, including families with children.
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