Getting enough sleep at any cost: why Russians are increasingly choosing "sleep tourism"

In 2026, Russia is expected to see an increase in the popularity of so—called sleep tourism, a travel format focused not on excursions and entertainment, but on restoring sleep quality and mental and physical condition. This was stated by the head of the State Duma Committee on Tourism, Sangaji Tarbayev, noting that the direction will develop by improving the conditions of accommodation — from the quality of mattresses and sound insulation to the microclimate in the rooms. Why Russians are willing to travel to other cities for sleep and whether this will become a sustainable trend, Izvestia tells.

Where did "sleep tourism" come from

The term "sleep tourism" itself began to be actively used in the global tourism industry in the early 2020s. The first programs were promoted by large hotel chains and resort complexes in the USA and Europe. Hotels have begun to introduce special "sleep packages": rooms with improved sound insulation, blackout curtains, pillow menus, temperature and humidity control, and sleep counseling.

Photo: TASS/Sergey Savostyanov

After the COVID-19 pandemic, interest in sleep quality has grown dramatically: telecommuting, anxiety, and digital overload have exacerbated the problem of chronic sleep deprivation. In 2023-2024, the world media already recorded an increase in demand for trips, the main goal of which was not tourism in the usual sense, but full-fledged recovery. By 2025, sleep tourism has become a separate area within the wellness industry (from the English wellness - "well—being", goods and services aimed at comprehensively improving human health and quality of life).

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In Russia, the trend was widely discussed in 2024 amid growing interest in mental health and domestic tourism. In 2025, the demand for Sleep Well rooms in Russian hotels increased 15-fold.

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Sleep tourism involves short trips of two to three days with an emphasis on silence, solitude and rejection of digital stimuli. Unlike traditional family vacations, such trips are often made alone. The main goal is to reduce anxiety, normalize sleep patterns and restore working capacity.

Photo: RIA Novosti/Igor Onuchin

According to Sangaji Tarbaev, in Russia there is an opportunity to develop a wellness area separately from noisy resorts, since these are different formats of recreation, and they have different audiences. He stressed that modern work schedules are becoming more flexible and complex, so people need thoughtful programs to restore their health.

Anastasia Kireeva, President of the Association of Hospitality Leaders, believes that the growing interest in "sleep tourism" is directly related to the lifestyle of the working-age population.

— Taking into account 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 specialized sleep restoration tours may become especially in demand," she explained to Izvestia.

Photo: IZVESTIA/Yulia Khramtsova

According to the expert, the format may include comprehensive solutions.

— It's not just silence. These include a well-thought-out microclimate, special mattresses, lighting based on circadian rhythms, relaxation programs, meditation, and nutrition adjustments. All this is aimed at improving the quality of sleep and the general condition of the body," Kireeva said.

Who will be the main audience

According to the expert, the key clients of sleepy tourism will be residents of large cities aged 30 to 50 years.

— These are working professionals and managers who face constant stress. Also, young parents who are experiencing a lack of proper rest. The main focus will be on an active and able—bodied audience," the speaker noted.

Kireeva believes that "sleep tourism" may well become one of the most popular holiday destinations among Russians in 2026.

Photo: TASS/Marina Lisseva

— From a long-term perspective, this trend has every chance of becoming sustainable. Society's attention to mental health and quality rest continues to grow, so the format will evolve and adapt to new customer demands," the expert emphasized.

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In her opinion, in the next few years Sleepy Tours may transform into an independent segment of the wellness industry, where recreation will be perceived not as entertainment, but as an investment in health.

Which regions can benefit

Kireeva highlights Altai and Karelia as regions with natural tranquility and minimal urban load among the potential development centers of the direction. The Black Sea coast also has potential, where the resort infrastructure is already developed and can be adapted to new standards.

"These territories have the resources to create a calm atmosphere conducive to recovery and relaxation," she said.

Photo: RIA Novosti/Alexander Kryazhev

The expert believes that the emergence of "sleep tourism" can significantly change the accommodation market.

— Hotels and sanatorium complexes will offer specialized programs aimed at improving sleep: wellness treatments, lighting control, thoughtful nutrition, digital detox. This will create new opportunities for both business and customers," Kireeva concluded.

Against the background of chronic stress and lack of sleep among residents of megacities, the sleep tour is gradually turning from a niche idea into a full-fledged market segment. And, if the forecasts come true, in 2026, rest for the sake of sleep may become one of the main reasons for short trips around Russia.