Maya Lomidze, Executive Director of the Association of Tour Operators of Russia (ATOR), shared key insights with Turizm Ekonomi regarding the current state of the Russian tourism market and the outlook for travel to Türkiye.
In her evaluation of the latest developments, Lomidze noted that 70% of tour packages for the May holiday period and over 25% of summer season bookings have already been sold. She estimated that Türkiye could capture between 45% and 55% of the Russian outbound tourism market in 2025. While prices in Türkiye generally align with market expectations, Lomidze emphasized that they remain relatively high for Russian families.
Below are highlights from the interview conducted by Turizm Ekonomi Editor-in-Chief Savaş Daş:
"Unprecedented share of organized tours in total travel"
How would you evaluate the performance of the Russian tourism market in 2024 so far?
In 2024, outbound travel by Russian citizens increased by more than 17%, surpassing 17 million trips. Over 80% of these journeys—approximately 13.1 million—were made to five key international destinations for tourism purposes. Notably, more than 9 million of these trips were booked through Russian tour operators, reflecting a record-high share of organized travel in overall outbound tourism.
By the end of 2024, Türkiye, Egypt, the United Arab Emirates, Thailand, and China were among the top five most visited countries, accounting for around 85% of total package tour sales.
ATOR’s earlier forecast of a 15–20% increase in outbound tourism for 2023 was largely met, particularly due to the expansion of airline fleets and their improved operational status, which enabled more frequent flights. The industry has continued to grow, with major tour operators demonstrating creativity, consistency, and reliability in crafting travel packages.
"Türkiye sales Up 25–30%, but caution is warranted"
Have early booking sales for 2025 met expectations?
Yes, particularly for Türkiye. The depth of sales—how far in advance bookings are made—has increased compared to last year. Around 25% of summer season packages and 70% of May holiday trips have already been sold. Early bookings for Türkiye are up 25–30% year-on-year. However, this does not necessarily indicate a similar increase across the entire summer or year. The data suggests that travelers are booking Türkiye trips earlier, rather than in greater overall numbers.
Two key factors behind the rise in early bookings
Has the ruble's recent appreciation influenced sales?
Indeed. Along with the extended May holiday period in Russia allowing for short vacation plans, the ruble’s strengthening against foreign currencies played a crucial role in the rise of early bookings. Spring tour prices to Türkiye in ruble terms fell by approximately 5–6%, which encouraged many to book in advance—particularly those concerned about a potential rebound in the euro.
"Türkiye’s market share could reach 45–55% in 2025"
What is the current level of demand for Türkiye among Russian tourists?
ccording to ATOR members, Türkiye could represent 45–55% of total package tour sales for the 2025 summer season. Egypt ranks second with a 20–30% share, followed by the UAE at 7–10%. The remaining share is distributed among destinations such as Thailand, the Maldives, and Vietnam. Under optimistic projections, Türkiye could see a 10–15% increase over last year.
"5-star hotels account for 66–88% of bookings"
Which hotel categories are most in demand in Türkiye?
In the early booking phase (May–September), 5-star hotels dominate sales, comprising 66–88% of bookings depending on the tour operator. Four-star hotels account for 10–30%, while bookings for 3-star hotels remain minimal. Russian tourists largely avoid 3-star accommodations during the summer, with their total share below 3%.
"Prices match market expectations but challenge families"
Are Russian tourists struggling with current prices in Türkiye?
Data from the past two years show that Turkish hotels have not set prices with excessive profit margins in 2024. Current pricing is generally in line with market expectations. A one-week holiday for two, including flights, starts at around 120,000 rubles. In the luxury segment, prices rise to 400,000–500,000 rubles.
However, for families with children—who make up the bulk of Türkiye-bound Russian tourists in summer—the costs remain high. A standard family vacation for three to four people in a 5-star hotel can cost around 400,000–500,000 rubles.
"Russians reluctant to lower accommodation standards"
Many Russian families have grown accustomed to affordable yet high-quality vacations at 5-star hotels in Türkiye. They are now unwilling to compromise on comfort and standards, which explains the low demand for 3-star hotels.
For middle-class families, the financial burden is substantial. For instance, a household in Moscow or St. Petersburg earning 300,000 rubles per month would need to save nearly one-sixth of their annual income to afford a Turkish vacation with children. This is pushing many to consider alternative destinations like Egypt, Asian countries, or domestic travel.
"Number of departure cities in Russia falls from 50 to 23"
For residents of regional cities, the situation is even more challenging. Due to lower local income levels, families may need to allocate up to a quarter or even a third of their annual income to afford a trip to Türkiye. As a result, the number of Russian cities offering charter flights to Türkiye has dropped significantly—from 48–50 before the pandemic to just 23 today.