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- Sink into summer: demand for trips around the country on Russia Day increased by a quarter
Sink into summer: demand for trips around the country on Russia Day increased by a quarter
The June long weekend supported the demand for domestic tourism after the weak May season: the number of hotel bookings in Russia increased by 4-25% year-on-year. In a number of popular tourist destinations, hotel occupancy has already reached 95-100%, and the average cost of accommodation has increased by 5%. Despite the summer surge in trips, experts note signs of a cooling of the domestic market amid the strengthening of the ruble and disruptions in air transport. How Russians plan to spend Russia Day and which cities they will travel to is in the Izvestia article.
Popular holiday destinations
In the upcoming long weekend from June 12 to June 14, the number of hotel bookings in the country increased by 25% compared to the same period last year, the Azimut Hotels network told Izvestia. The trend is confirmed by other hoteliers and aggregators surveyed.
In the Ostrovok service, the number of bookings for Russia Day increased by 5% year-on-year, a company representative said. Dmitry Gorin, vice-president of the Russian Union of Travel Industry (PCT), gave a similar assessment, according to which the demand for travel for the upcoming holidays increased by 4.2%. He noted that this is the dynamics of organic growth.
Traditional cities for short trips remain among the most popular destinations, the representative of Ostrovka noted. So, in Nizhny Novgorod the number of bookings increased almost 1.5 times, in Kostroma — by a third, in Yaroslavl — by 28%, in Suzdal — by 20%, in Yekaterinburg — by 15%. In Moscow, St. Petersburg, Kazan, Tula, Pskov and Novosibirsk, the growth was about 10%. Tourists are increasingly preferring not only traditional two-stop routes, but also actively exploring small historical centers with developed infrastructure, a representative of Azimut Hotels confirmed.
Cosmos Hotel Group (CHG) reported that holiday occupancy is generally comparable to last year. At the same time, significant growth was recorded in some regions: in Altai — by 19%, in Volgograd — by a third, in Kogalym — by 29%, in Karelia — by 14%, in Astrakhan — by more than three times, in Vladikavkaz — by almost 3.5 times. The company also noted that some of the demand is shifting closer to the dates of the trip due to a reduction in the depth of bookings.
According to Ostrovka, St. Petersburg, Moscow, Kazan, Nizhny Novgorod, Sochi, Kaliningrad, Yaroslavl, Pskov, Tula and Yekaterinburg are the leaders in the number of bookings for the holiday weekend. The representative of Azimut Hotels added that in St. Petersburg, Yaroslavl, Nizhny Novgorod, Kazan, hotel occupancy reached 95-100%. Almost full utilization is also noted in Kaluga, Tula and Orekhovo-Zuyevo near Moscow, he noted.
The average cost of a night in hotels and apartments in the country for the holiday period was 6.6 thousand rubles, which is 5% higher than last year, calculated in the "Island".
Why has the demand for travel increased?
Despite the increase in bookings for the upcoming three-day holidays, there are signs of cooling demand in the domestic tourism market as a whole, Dmitry Gorin drew attention. According to him, this is the result of several factors, including the strengthening of the ruble and disruptions in air transport. In some areas, the growth is explained by the low base, in particular, it concerns Anapa.
Experts also attribute the June surge in trips to pent-up demand. Ekaterina Kosareva, Managing Partner of VMT Consult, explained that in 2026, the May holidays were not as long as in previous years: a full-fledged working week was formed between them. This, she said, forced some Russians to abandon long trips in May and postpone their holidays to June. Azimut Hotels provides a similar assessment, noting the redistribution of demand between the holiday periods.
Ekaterina Kosareva believes that the "economy of impressions" has become an additional driver of growth. This is largely due to the increase in the solvent part of the population among zoomers, a study by Strategy Partners showed. According to analysts, representatives of this generation travel more often than other age groups and are more likely to try unusual travel products. Against this background, the regions, according to the expert, are no longer limited to waiting for the tourist flow, but are actively shaping the event agenda — holding festivals, concerts and local celebrations to attract guests, Ekaterina Kosareva added.
According to the forecast of the Ministry of Economic Development, the tourist flow in the country this summer will reach 48 million trips, which is 4% more than in the same period a year earlier. Demand was supported by the airports in Krasnodar and Gelendzhik that opened last year, as well as the reopening of beaches in Anapa, Maxim Reshetnikov, Minister of Economic Development, said earlier.
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