Russian Domestic Tourism Growth Stalls in 2025

The surge in domestic travel that characterized recent years has shown clear signs of cooling off in 2025. After a period of explosive growth, the market has settled into a much slower pace of expansion.

Official estimates indicate that the total volume of domestic trips grew by a modest 1% to 5% over the year. This is a stark contrast to the double-digit growth seen in 2024, signaling a pivotal shift in consumer behavior and market dynamics.

The data reveals a clear deceleration in the domestic travel sector. For several years, Russian tourism operators and regional governments invested heavily in developing local infrastructure to cater to a captive audience. However, the 2025 figures suggest this period of rapid expansion may be over.

While growth is still positive, the single-digit percentage points to a market that is rapidly approaching saturation. The initial novelty of domestic "staycations" and regional exploration appears to be waning for a significant portion of the traveling public.

Key indicators of this transition include:

• A noticeable drop in bookings for traditional domestic hotspots
• Shifts in consumer spending habits towards international travel
• Increased price sensitivity among Russian travelers

Two primary forces are behind the market's sudden cooling period. First, demand has fallen sharply for what were once the pillars of Russian domestic tourism.

The resorts of the Krasnodar region, including Sochi and surrounding areas, have experienced a significant drop in popularity. This decline has been a major drag on overall national figures, as this region traditionally accounts for a massive share of domestic travel.

Second, and perhaps more significantly, the economic landscape has changed. A strengthening rubles exchange rate has reversed a key trend from previous years. International travel, once seen as prohibitively expensive for many, has once again become a viable and attractive option.

As a result, Russian tourists are increasingly choosing to spend their holidays abroad, lured by better value for money and the appeal of foreign destinations. This renewed interest in outbound tourism is directly cannibalizing the domestic market.

The Krasnodar region stands out as the epicenter of the domestic tourism slump. For years, this area was the undisputed leader, drawing millions of visitors with its Black Sea coastline and mountain resorts.

However, the 2025 season proved to be a turning point. The sharp fall in demand for these resorts has left many businesses struggling to adapt. The reasons for this decline are multifaceted, but it underscores a broader shift in traveler preferences.

Market observers note several potential reasons for this regional downturn:

• Perceived overpricing during peak seasons
• Increased competition from newly opened international markets
• A desire for new experiences beyond the traditional Black Sea resorts

The struggles of this key region highlight the fragility of the domestic tourism boom and the urgent need for innovation to win back travelers.

Looking ahead, the forecast for Russia's domestic tourism market remains challenging. There is little indication that the negative pressures affecting the sector will ease in the coming year.

The same factors that drove the 2025 slowdown are expected to persist. The appeal of foreign travel, bolstered by the ruble's strength, is unlikely to diminish. At the same time, the Krasnodar region and other domestic destinations will need to work harder to attract visitors in a more competitive environment.

Industry insiders anticipate that 2026 will be a year of consolidation and strategic repositioning for domestic operators. The era of easy, year-on-year growth is over, replaced by a more challenging market that will require creativity and value to thrive.

The Russian domestic tourism market has reached a critical inflection point. The data from 2025 paints a clear picture of a sector transitioning from a period of rapid growth to one of stabilization and increased competition.

For travelers and industry stakeholders alike, the key takeaways are:

• Growth has slowed dramatically: The 1-5% increase is a fraction of 2024's performance.
• Consumer preferences are shifting: The allure of international travel is stronger than ever.
• Regional leaders are vulnerable: The struggles of the Krasnodar region show that no destination is immune to changing trends.
• 2026 will be a test: The market faces continued pressure, demanding new strategies to attract domestic travelers.