Russian tourists diversify routes with multi-country itineraries
Russian travelers are increasingly choosing international destinations that do not require complex preparation or lengthy visa processes. According to data from Travelata and the eSIM. World digital SIM card platform for the first half of 2026, 90% of the most sought-after countries for mobile connectivity activations are those with simplified or visa-free entry.
Market Leaders and Emerging Destinations
Turkey remains the dominant destination, accounting for 52% of organized tours. However, the cost of a vacation there has risen to 261,000 rubles. This price increase has led some travelers to seek alternatives, including domestic options within Russia.
China emerged as a significant trend this season, capturing approximately 5% of total bookings and reaching 15.6% in eSIM activations. Thailand maintains a stable audience with an average check of 202,000 rubles, while Vietnam shows a steady increase in interest among digital SIM card users.
| Destination | Market Share / Trend | Average Cost / Metric |
|---|---|---|
| Turkey | 52% of organized tours | 261,000 rubles |
| Thailand | Stable audience | 202,000 rubles |
| China | 5% of bookings | 15.6% eSIM activations |
Route Diversification and Regional Growth
The South Caucasus is seeing a rise in popularity-bookings for Georgia increased by 60%, and interest in Armenia grew by 24%. There is a visible trend toward combining multiple countries into a single trip.
Ravil Karasov, CEO of eSIM. World: Travelers are actively using regional connectivity packages for Asia, Europe, and the Middle East, opting for more complex itineraries.
The preference for visa-free travel is driven by the desire for speed in decision-making and the avoidance of bureaucratic barriers during planning, according to Irina Sokolova, a manager specializing in foreign tourism.
Regional Shifts and New Openings
The UAE experienced a temporary decline, representing only 1.3% of summer sales due to geopolitical factors. Oleg Kozyrev, Marketing Director at Travelata, suggests that demand for the Emirates will recover as air connectivity normalizes.
Simultaneously, the market has seen new stimulants in the form of opened flights to Tunisia and the availability of destinations such as Tanzania. Travelers are encouraged to verify current flight schedules and entry requirements before planning trips to these regions.
Source: This article was adapted from an original Russian-language publication by Pravda. Ru.
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