Therapeutic education: why Russians' interest in sanatoriums has stalled

The demand for sanatoriums in Russia has been redistributed by the end of the year, tour operators say. In a number of popular destinations, such as Kavminvodam and Sochi, interest is either falling or not growing. The trend is also confirmed by the decrease in booking depth — it is no longer always necessary to make it 90-100 days before arrival. At the same time, sanatoriums around cities with millions of residents are becoming more and more popular - in the same region where vacationers live, or in a neighboring one. There is another trend — the age of vacationers in the sanatorium is now rapidly decreasing: analysts believe that both the pandemic and the popularization of healthy lifestyle have affected — disease prevention is often more important than treatment.

How has the demand for sanatoriums changed

Interest in recreation in Russian sanatoriums has decreased in a number of areas, the press service of the national tour operator Alean (part of the Russian Union of Travel Industry) told Izvestia. According to him, the number of bookings for treatment and wellness tours in the Caucasian Mineral Waters decreased by 10%, and the demand for Sochi sanatoriums decreased by 15% year-on-year.

According to Rosstat, in 2024, the number of vacationers in sanatorium-resort organizations amounted to almost 7 million, while in 2023 there were fewer of them — about 6.5 million. Izvestia was also provided with data for 2025, which is now available from Rosstat for 10 months.

And here the figures indicate a decrease so far — during this period, more than 5.8 million people rested in sanatoriums, and in the ten months of 2024 — 5.9 million. The number of overnight stays in such organizations has also decreased — 57.2 million in the first ten months of 2025, compared to 58.7 million in 2024.

According to Alean, the resorts of the Caucasian Mineral Waters account for 58% of the total bookings of wellness tours in Russia, the Urals and Siberia — 12%, the Krasnodar Territory — 11%, the Moscow region and the central part of Russia — 8%, the Crimea — 5%.

The decrease in the number of trips to Kavminvody was explained by a general decrease in purchasing power, as well as the reorientation of tourists to outbound destinations due to the strengthening of the ruble. In addition, the situation was affected by the suspension of direct flights between Baku and Mineralnye Vody.

"Many people from Azerbaijan used to come to Kavminvod resorts for treatment," the company said.

According to Rosstat, the number of overnight stays in sanatoriums in the Krasnodar Territory for 10 months of 2025 decreased compared to the same period last year — from 12.8 million to 11.5 million. The decrease in interest in Alean was explained as a result of a general reduction in demand in the direction, the situation in Anapa, a tense information background, as well as price increases and a shift in demand towards Turkey, Egypt and Thailand.

And the press service of the tour operator "Multitour" (part of the PCT) noted that they record great interest in the sanatoriums of Belarus — it has grown by 35% over the year. However, according to this company, the dynamics of bookings of Russian sanatoriums this year is still positive — according to its information, the demand for Kavminvody, Crimea and the Moscow region has increased.

Aleksan Mkrtchyan, President of the Alliance of Travel Agencies Association, also expressed undying interest. He noted that there has been a sharp increase in the number of bookings in Crimean sanatoriums — by 26%. According to him, the fact that popular sanatoriums can still be booked only 90-100 days before arrival indicates a stable interest. He recalled that interest in Anapa had decreased during the summer, but it had increased during the winter and off—season.

Multitour also reminded that during the season it is necessary to book places in sanatoriums five to six months before arrival.

"But in December, before the New Year holidays, as well as after the holidays, for example in February, there are places in almost any sanatorium," the company said.

And Sergey Romashkin, a member of the PCT board, CEO of the Dolphin tour operator, noted that this year, compared to last year, the booking depth has decreased and rarely amounts to 90-100 days.

—Supply and demand have balanced, and there is no tension with places like last year," he said.

The expert suggested that by the end of the year there will be an increase in indicators in sanatorium holidays, but it will be modest — 3-5%.

— This year, the demand is not high, — said the expert. — And sanatoriums are one of the most expensive types of domestic tourism. Firstly, the cost per day is 1.5–2 thousand rubles higher here compared to the hotel due to the inclusion of medical services. It's 20-30 percent more expensive. And secondly, beach holidays are on average 8-9.5 days, and people go to the sanatorium for 11-12 days. Accordingly, the price of such a trip is approaching one hundred thousand rubles. And this is a possible reason for the slowdown in interest growth.

Analysts at the consulting company suggested that there would be growth by the end of the year, but less than the industry believes — by 2% compared to last year and by 6% compared to the pre-crisis 2019.

Where to rest and be treated

At the same time, there are sanatorium areas, the interest in which is growing rapidly. So, according to Alean, the number of bookings of sanatoriums in the central part of Russia has increased by 25%: health resorts in Kostroma, Ivanovo, Saratov, Yaroslavl regions are in demand.

"Despite the fact that prices for tours have increased by 20% compared to last year, this product remains in high demand," the company said. "Many tourists are refocusing on holidays in their own and neighboring regions against the background of rising transportation costs, and choosing the closest suitable accommodation option between a sanatorium and a hotel, they prefer a sanatorium because the resort offers a wider range of services."

The demand for sanatoriums in the Urals and Siberia increased by 9%: Altai Territory, Bashkiria and Sverdlovsk region. But the cost of tours here has increased by 15-20%.

Sergey Romashkin also recalled that the regions of mass tourism (Moscow and Leningrad regions, Bashkiria and Tatarstan) have rich sanatorium infrastructure around the cities of millions.

— And of course, a trip to your nearest sanatorium, say, in the Moscow region, of course, will be cheaper, at least at the expense of the road, because you don't have to fly to Mineralnye Vody, — he said. — Therefore, we see some reorientation of demand to the nearest sanatorium, although this is not always possible given the treatment profile.

Who goes to sanatoriums

Since the pandemic, against the background of growing interest in health and preventive medicine, the clientele of sanatoriums has begun to get younger: the core of the audience is still the silver age, but the number of guests over the age of 35 has increased significantly, Aleana said.

"As a rule, these are family tourists who spend their holidays with their children. Thus, the number of requests for children's treatment programs and animation, infrastructure for children has increased, and facilities are being transformed to meet these requests," they said.

The company noted that family tourists are very important for health resorts: vacationers with children become regular, returning customers, and older generations return to sanatoriums on their own.

"It is also noteworthy that the zoomers who are attracted by healthy lifestyle have discovered sanatoriums, and although the share of such an audience is still modest, it is important for health resorts to work for the future," market participants said.

Traditionally, sanatoriums are perceived as institutions for people of mature age, but in recent years the perception has been changing — the audience is steadily getting younger, according to research conducted by Nikoliers consulting company and Azimut Hotels chain.

"If in 2019 the average age of the guests of the network's sanatoriums was 56 years, then in 2025 the figure decreased to 45 years," it says. — The most active group of vacationers in sanatoriums is the 36-45 year old category, they account for 34% of all guests."

And following the rejuvenation of the sanatorium audience, consumer behavior has also changed. Among the notable trends is the reduction of the length of stay in sanatoriums. Ten years ago, it was at least 14 days, and now 5-7-day programs are becoming more popular.

"Consumers are increasingly choosing short wellness tours or weekend trips, making such visits several times a year," the study says.

Aleksan Mkrtchyan also confirmed that there is a "drastic rejuvenation" of people who rest in sanatoriums.

— And before, about 25 years ago, we sent 55+ guests to sanatoriums, and it was 80% of the guests. And now we're mainly shipping 45+," he said.

Multitour noted that 55% of those who book in sanatoriums at this company are still people aged 55+, 30% are 35-55 years old. At the same time, the percentage of singles coming for treatment is still higher.