New trends among Russian tourists: Turkey did not relinquish its leadership

The Russian Tour Operators Association (ATOR) Analysis Service compared the package tour expenditures and travel preferences of Russian tourists in the periods of July 2025 and July 2026 based on Sletat.ru data.

The analysis revealed that Turkey maintained its position as the leading destination, but significant changes were experienced in both price and preference trends on the Egypt and Vietnam sides.

Turkey maintained its leadership

According to the report, Turkey continued to be the most preferred destination by Russian tourists. In July 2026, the average price of package tours including flights to Turkey was calculated as 229,300 rubles. This figure indicated a 2.5% increase compared to the same period last year.

The average length of stay remained fixed at 8 nights, while changes were observed on the hotel preference side. The share of five-star hotels dropped from 72.9% to 69.5%, while the trend toward four and three-star facilities increased.

Flight costs affected prices

The report stated that one of the most important reasons for the price increase in Turkey was transportation costs in package tours. Package tours including flights accounted for 84.6% of Turkey sales, while the average price of packages without flights was recorded as 146,400 rubles.

The most preferred regions were the Antalya coasts, with Kemer, Alanya, Side, Belek, and Antalya standing out. However, the total share of these destinations decreased from 77% last year to 70%.

Interest increased in the Aegean and Istanbul

According to the report, interest in Aegean destinations such as Bodrum, Marmaris, and Fethiye increased. The reservation share for Istanbul also rose. In terms of dining preferences, the "Ultra All Inclusive" and "All Inclusive" concepts retained their dominance. In the Aegean and Istanbul, there was an increased trend toward breakfast and half-board options.

Family bookings stood out

While couples made up 47.1% of bookings toward Turkey, the rate of families with children increased. The proportion of bookings with children rose from 46.7% last year to 49.2%.

Luxury preference rose in Egypt

The average price of package tours including flights to Egypt was calculated as 190,900 rubles. This figure showed a 4.7% increase compared to last year.

The preference rate for five-star hotels increased from 52.9% to 61.9%, while the share of lower segment hotels decreased. According to the report, Russian tourists tended toward higher segment facilities. The most preferred destinations in Egypt were Hurghada and Sharm El-Sheikh, while interest in Dahab and the North Coast increased. It was noted that sales toward Cairo nearly completely decreased.

Prices fell in Vietnam

The average price of package tours directed at Vietnam was calculated as 174,300 rubles. This figure showed a 17.2% decrease compared to last year. The reasons for the price drop were stated as an increase in charter flights, strengthening competition, and the appreciation of the ruble. The average length of stay also decreased from 11 nights to 10 nights.

General outlook: Preferences are reshaping

The analysis revealed diversification in destination preferences and spending habits of Russian tourists. While Turkey maintained its leadership, there was a trend toward high-end hotels in Egypt and a price decrease with demand spreading to different regions in Vietnam.