Sales of Tours to Vietnam Surge in Russia

Photo: RST

The 2026 New Year holidays confirmed steady demand among Russians for long-haul international travel, while also revealing a noticeable shift in the structure of sales. Countries in Southeast Asia and the Middle East retained their leading positions in terms of popularity, but Vietnam emerged as the main discovery of the season, reports the Russian Union of Travel Industry.

Anex: Top 5 Popular Destinations

Anex notes that the decisive factor was the launch of an extensive charter program to Vietnam from multiple Russian cities. This enabled the destination to enter the top five best-selling international markets alongside Thailand, Egypt, the UAE, and Sri Lanka. Peak travel demand fell in the first days of January, immediately after New Year, while the average tour length ranged from 8 to 11 days.

The cost of international tours increased by 3–11%, which market participants attribute to strong seasonal demand as well as additional expenses related to New Year’s and Christmas programs at hotels. Long-haul destinations, including the Maldives, Seychelles, and Mauritius, traditionally ranked among the most expensive.

The most affordable offers were formed in neighboring countries such as Belarus, Kazakhstan, Georgia, and Armenia. At the same time, tourists generally focused on higher-category hotels, while beach holidays significantly outperformed sightseeing and combined tours in terms of demand.

Spectrum: Average Spend

Data from the tour operator Spectrum confirm the dominance of classic winter destinations. During the January holidays, Egypt, Thailand, Sri Lanka, and the UAE were the most popular choices, with trips of seven nights or longer becoming the standard booking format. The average spend amounted to around $2,600 for Egypt, $3,200 for Thailand, $3,600 for Sri Lanka, and $3,900 for the UAE, reflecting both rising prices and a shift toward more comfortable accommodation options.

Statistics from the aggregator Sletat.ru show even more pronounced dynamics. Demand for tours with arrivals between December 31 and January 10 increased by 36% year on year. Egypt retained the largest share of sales, followed by Thailand and the UAE, while Vietnam climbed to fourth place, increasing its share from 1.8% to 9.3% over the year. In terms of growth rates, Vietnam became the clear leader, with sales volumes rising almost sevenfold. China and the Maldives also recorded significant growth, whereas demand for Sri Lanka declined by more than 10%.

At the same time, the geography of demand expanded: Russians increasingly chose Bahrain, Hungary, the Dominican Republic, Israel, Jordan, Italy, Mexico, Saudi Arabia, and Singapore. In ruble terms, the most notable price increases were recorded for the UAE and Egypt, while China, by contrast, saw a marked decline.

Fun&Sun: Mass-Market Destinations

At Fun&Sun, the surge of interest in Vietnam was also among the key outcomes of the season. By the end of January, the destination ranked fourth in the company’s sales structure with an 11% share. In 2024, tours to Vietnam had been booked only rarely. Year-on-year growth in tourist flow exceeded 3,700%.

Overall, the company’s sales volume during the New Year holidays increased by 37%, while the UAE, Egypt, and Thailand maintained their leading positions. Prices for tours to Vietnam approached the level of Thailand and Sri Lanka, reflecting its transition into the category of mass-market yet relatively high-priced winter destinations.

Ostrovok: Visa-Free Appeal

The Ostrovok service notes that Belarus, Thailand, Turkey, the UAE, Uzbekistan, Georgia, Kazakhstan, Armenia, and China led New Year bookings. In Kazakhstan, China, and the UAE, the number of bookings more than doubled compared to last year. Armenia recorded growth of 83%, Uzbekistan 78%, and Georgia 70%. These figures confirm sustained interest in visa-free countries, where travelers can combine short trips, city breaks, and cultural routes without a significant increase in budget.

Analysts at International Investment note that the results of the New Year holidays point to a structural shift in the market: while demand for classic winter resorts remains strong, new mass-market destinations and visa-free countries are playing an increasingly important role as tourists seek to combine comfort, controlled spending, and simple logistics. Among countries with the easiest logistics, Georgia stands out, where tourist flows — including from Russia — continue to grow rapidly, as the country can be reached both by air and via land borders. An additional driver of demand is the diversity of the tourism offering. The country boasts rich natural and historical heritage and offers a wide range of accommodation options, from mass-market properties to luxury-level hotels, allowing Georgia to confidently maintain its position as one of the most resilient destinations in the region.