ATOR named the most popular European country among Russians for the May holidays

Russian tourists prefer Italy during the May holidays among European countries. This was announced on May 10 by the Association of Tour Operators of Russia (ATOR).

"Italy has traditionally taken the first place in demand for May holidays among European destinations," the organization told RIA Novosti.

According to ATOR, the average growth in demand for this area in the market is 23%. Since 2022, Italy's popularity in the organized segment has been steadily growing by 10-20% annually.

Venice, Milan, Florence, Naples, the Amalfi coast, Tuscany, Sicily, Liguria and Lake Como are in the highest demand. Tours with trips to several EU countries are also in demand.

The top 3 European destinations also include France and Spain. Demand for France increased by 5-7%, while for Spain it remained at the level of last year. The average cost of a one—week tour to Rome for two starts from 190 thousand rubles, to Barcelona — from 180 thousand, to Paris - from 245 thousand rubles.

Profitable accommodation: in which cities hotels will sharply fall in price after the May holidays

Hotels are forced to adjust prices even on holidays due to low demand

ATOR noted on May 7 that Maldivian hotels offered significant discounts to Russian tourists for the summer season amid a decrease in tourist traffic from European countries. The PAC Group tour operator explained that seasonal cost drops are a common practice for the resort, but in 2026, pricing was additionally influenced by a geopolitical factor.