HORSE Tour Operators Associations (ATOR) evaluated this summer’s tour sales and found that a substantial majority of revenue—over 85%—came from travelers heading to Russia and Turkey. The pattern signals a strong preference for these two destinations among tour leaves, with Russia drawing the lion’s share in the domestic market crafts and international curiosity alike.
Meanwhile, ATOR highlighted that domestic travelers remain inclined toward independent trips, comprising roughly 75-80% of the local tourist flow. In practical terms, it means that this summer will see many more domestic adventures across Russia than in Turkey, reflecting both affordability and a desire for flexible itineraries. The tourism landscape shows a clear tilt toward self-planned getaways within Russia, even as international interest ebbs and flows by language of entry, convenient flight schedules, and reciprocal travel policies.
By May 30, operators had secured a sizable portion of foreign summer bookings: about 60-65% for June, around 25% for July, and a lean 10-15% for August. For southern Russian resorts, the mix shifted a bit: June accounted for 45% of bookings, July about 35%, and August around 25%. This distribution mirrors both the appeal of early-summer openings in popular coastal hubs and the lingering effects of travel restrictions that continue to shape consumer choices. Such shifts reveal how seasonality, air travel availability, and regional capacity redefine enticement and access for vacationers.
The association also noted a pullback in overall summer tour package sales for the year, down roughly 20%. International packages declined by about 18-20% compared with the prior year, and some companies reported even larger drops in outbound sales, at times reaching around 70%. The declines are attributed in part to tightened air traffic controls, which continue to influence consumer confidence and booking timing. In this context, Crimea showed particular sensitivity, posting notable decreases in bookings—from roughly 50% of annual demand in some periods to as low as 80% year-over-year in renewed cycles of travel planning. The dynamic underscores how regulatory and logistical factors, including air connectivity, can quickly reshape demand for specific regions and travel experiences.
Nonetheless, Russia has carved a place among the top five destinations for the first time this year within the broader Russian tour-operator ecosystem. The Krasnodar Territory, especially Sochi, remains the standout market, with its airport infrastructure and proximity to popular beach and mountain experiences driving more than 60% of all tour-package sales. Crimea holds a steady—but smaller—share of about 12-15% of bookings, while St. Petersburg and Caucasian Mineralnye Vody each contribute around 5-7% for their respective routes. These regional strengths illustrate how different locales within Russia continue to draw diverse traveler profiles, from urban cultural seekers to coastal vacationers seeking reliable access and predictable service levels.
Earlier coverage noted that planning habits among Russians often favor destinations with historical popularity dating back to the Soviet era. The enduring appeal of such places hints at a mix of nostalgia, familiar infrastructure, and established tourism networks that provide comfort and predictability in uncertain travel times. The current data set captures a snapshot of how those preferences translate into real-world bookings, pricing structures, and seasonal campaigns for tour operators across the region. At the same time, the evolving macro environment—air transport dynamics, international policy shifts, and currency considerations—continues to shape choices, encouraging operators to adapt pricing, bundles, and value-added services to remain competitive in a changing travel marketplace. In this landscape, ATOR’s ongoing analysis offers a lens into how consumer sentiment and supply-side factors intersect to form the summer travel map, guiding operators as they craft itineraries that meet both appetite and accessibility for travelers in Canada, the United States, and beyond. [Attribution: ATOR tour market analysis, 2024]