Personalized and signature tours.
The trend for individual travel continues to strengthen its position. In 2024, the share of signature tours already reached about 30% of all excursion bookings in Russia, and the average bill increased by 46.5%. This season, up to 70% of tourists will give preference to personalized trips, such as retreats, ethnic tours, as well as trips whose routes are created using modern technologies (AI and Big Data) and are aimed at obtaining a unique experience. Tourists choose such options for the sake of uniqueness and a personal approach, and the market responds to this with a variety of offers and an increase in the duration of such trips.
Event tourism.
This trend remains relevant and acts as a driver of growth in domestic tourist flows. As an example, we can consider the Krasnaya Polyana gambling zone in Sochi, which from season to season expands the range of non-gaming activities - from sports and music festivals and theatrical performances to gastronomic events and large-scale shows. It is important to note the cooperation of the gambling zone with the ski resort, thanks to which unique events and thematic programs have appeared, combining sports activities and cultural events. Such collaborations give rise to new projects and bring new meanings to familiar tourist locations even during the low season.
Combined tours with different types of active recreation.
The popularity of trips combining several types of activity has grown significantly over the past year: today their share is already 26% of all active tours. Tourists increasingly choose trips that combine boat trips, hiking, jeep tours and bike routes. Destinations in Altai, Baikal, Kamchatka and Karelia are especially popular. The growth of this area is facilitated by the development of infrastructure and the opportunity to get a diverse and rich experience in one trip, which in turn has a positive effect on the economy of tourist regions.
Bleisure tourism (combination of work and leisure).
One of the fastest growing segments in 2025 is bleisure tourism, which combines business trips with leisure. Last year, the number of such trips increased by 15%, and the share of business trips combined with leisure reached 37%. The average duration of such trips was 4 nights, which is twice as long as regular business trips. In the new season, special attention is paid to hotels with business infrastructure, convenient for work and leisure. This trend is especially relevant among remote workers and digital specialists who are ready to invest in comfort and new experiences. Moscow, St. Petersburg, Sochi and Vladivostok have become popular destinations.
Slow tourism (slow travel).
This year, slow tourism is becoming one of the leading trends. Russians are increasingly choosing long trips to one city or region, preferring deep immersion in the atmosphere of the place, acquaintance with traditions and eco-friendly recreation. Retreats, yoga tours and digital detox programs are especially popular. Among the most popular destinations are Altai, Karelia, Caucasian Mineral Waters, Tyumen Oblast and Siberia. This format of recreation is moving from a niche segment to a mass one and is actively promoted by tour operators.
Tourism for sleep restoration.
Another relevant trend is “sleep tourism”, aimed at improving the quality of sleep and the general condition of the body. In 2024, this trend was just emerging, but by 2025, demand has grown significantly due to the general trend for wellness and slow travel. In Russia, the infrastructure of specialized resorts and retreats is actively developing, offering programs aimed at relaxation and restoring biorhythms. State support for the national project "Tourism and Hospitality" also contributes to the growth of this segment. Despite its niche nature, "sleepy tourism" is becoming increasingly popular among tourists seeking quality rest and recuperation.
"Summer 2025 will be an important stage for the development of the tourism industry. New trends show the growing interest of Russians in unique travel formats and confirm that domestic tourism has not only recovered, but has also moved to a qualitatively new level. It is important that tourists are increasingly choosing to vacation in Russia, demanding more diverse and high-quality services. This stimulates the development of infrastructure and services, creating new growth points for the entire industry", - noted Dmitry Anfinogenov.