The route has been revised: Russians are abandoning resorts in favor of small towns
This summer, Russians began to choose places away from their usual tourist centers more often. Travelers are attracted by historical cities, natural locations and small towns, where they can combine acquaintance with the culture of the region with a short vacation. Analysts explain the trend by tourists' desire to find new experiences without long and expensive trips. What else is the new trend related to — in the Izvestia article.
Where do tourists go instead of resorts
Small towns and villages are increasingly becoming a worthy alternative to popular tourist destinations, the Avito Travel service told Izvestia. The ancient yacht in Buryatia has become a leader in the growth in demand for daily rent: in the summer of 2026, the number of apartment bookings in the city more than tripled compared to last year. This is followed by the villages of Zarechye in the Moscow region (+207%) and Ust-Kinelsky in the Samara Region (+176%).
V.A. Obruchev Kyakhta Museum of Local Lore
According to experts, these routes attract tourists with their identity and sights. For example, Kyakhta is known as the former center of Russian-Chinese trade, and in the Thais there is the Demidov estate, surrounded by a landscape park with ponds. Such places are a great option for those who want to take a short break from the metropolis.
"Small towns and villages are chosen both for outdoor recreation and for exploring local history," Vladislava Sakina, the commercial director of the service, told Izvestia. — Daily rentals make such routes more accessible and flexible, especially where the choice of hotels is limited.
Popular destinations in summer 2026 include the village of Reftinsky in the Sverdlovsk Region, the village of Bredy in the Chelyabinsk Region, Spassk-Dalny and Dalnerechensk in the Primorsky Territory, as well as the village of Krasyukovskaya in the Rostov Region.
According to Yandex Travel, tourists have become more likely to choose small towns in Russia far from the coast this year. The total number of bookings in small towns with a population of up to 50 thousand inhabitants has hardly changed compared to last year, but the preferences of tourists have changed. The fastest growing demand is in the mountainous regions of the Caucasus (Adygea and Karachay-Cherkessia), Altai and Karelia.
Weekend trips for two or three nights are also becoming more popular. For comparison, Russians on average rest longer at seaside resorts — from four to six nights, analysts noted.
The demand for rental of country houses in 2026 increased the most in the villages of Taitsi in the Leningrad region, Koltsovo in the Novosibirsk region and the village of Krasnoturansk in the Krasnoyarsk Territory — more than three times. The number of bookings also increased in Kommunar (Leningrad region), Pavlovskaya Sloboda (Moscow region) and Krasnoufimsk (Sverdlovsk region), Avito Travel noted. The rental price varies from 3.5 thousand to 31 thousand rubles per night.
This summer, interest in the city of Izberbash in the Republic of Dagestan has increased sixfold, in the Moscow suburb of Istra — five times, and in the village of Sirius in the Krasnodar Territory — three times, according to OneTwoTrip hotel bookings.
Izberbash, located on the shores of the Caspian Sea, has become one of the main discoveries of the season due to its sandy beaches and thermal springs. Sirius is known for its modern resort infrastructure and Olympic facilities, and people come to Istra to visit the New Jerusalem Monastery and museums.
"The main trend of the season is the growing interest in destinations where you can combine educational trips with a secluded vacation away from the noise of the metropolis," Elena Shelekhova, head of the press service for travel planning, told Izvestia. — In addition to the traditional seaside and mountain villages, Russians choose the ancient small towns of Central Russia and the natural spots of Siberia.
So, among the leaders are Suzdal in the Vladimir region, Diveevo in Nizhny Novgorod, Pereslavl-Zalessky and Rostov Veliky in Yaroslavl.
What attracts small towns
The trend for tourist trips to small towns and villages will continue to gain momentum, according to the head of the Department of domestic tourism and the CIS of the tour operator Let's Fly (part of the "Fly.<url>") Sergey Vasin.
"Information about travel to such places has become much more accessible," he told Izvestia. — In addition, the territories are being actively improved, the infrastructure is developing and the sights are being restored. As an example, I can cite the village of Vyatskoye in the Yaroslavl region, which has been made a great tourist destination.
The regions need to come up with their own "tricks" in order to continue attracting tourists, the expert believes. For example, in Myshkin, Yaroslavl region, where about 5,000 people live, there are about 20 unusual museums, including museums of Russian felt boots, retrotechnics, and, of course, mice.
Museums of Russian felt boots
People still want to discover new places and get vivid impressions, but a long trip now will be quite expensive, said Maria Todorova, a family psychologist and neuropsychologist.
"That's why many people choose less well—known destinations, where they can also have an interesting time, get to know the history and culture, but at the same time not spend large sums," she said. — It's not so much the geography of the trip that's important here, as the inner support of the person. If it is formed, we don't have to go to expensive resorts to feel the pleasure of life.
According to the psychologist, the ability to find interesting and valuable things in simple things is usually formed in childhood. Parents help the child to create this support — through safety, support, the opportunity to explore the world and enjoy their discoveries. Therefore, an adult with inner stability is able to enjoy traveling almost anywhere, the expert concluded.
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