Aging Demographic Among Travelers Increases

In the ever-evolving landscape of travel, Russia's tourism industry has shown some intriguing trends in 2025. Here's a breakdown of how different age groups are shaping the market.

Domestic tourism remains steady for Russians, with the number of domestic tourists remaining unchanged year-on-year but showing a 5.6% increase over the past four years. The average age of these domestic tourists is 35.7 years.

When it comes to international travel, the average age is slightly higher at 36.4 years. Turkey remains the most popular destination for all age categories, chosen by 27% of Baby Boomers, 30% of Generation Z, 33% of Millennials, and a staggering 42% of Generation X. Following Turkey, the most popular destinations are Thailand, the UAE, and Egypt.

Interestingly, Generation X also shows a preference for Belarus as a travel destination, with 17% of travelers choosing to visit. On the other hand, the youngest tourists, known as Zoomers (born 2001-2007), show a growing interest in trips to Dagestan.

Sergei Romashkin, Vice President of the Association of Tour Operators of Russia, suggests that the basic tourist needs remain relatively stable from the age of 20 to 60. He explains that working-age people who work hard prefer beach vacations as the most popular choice. For Baby Boomers, the second choice was Crimea, while all other categories preferred St. Petersburg.

Elena Kiseleva, a tourism market analyst, proposes that in the future, tourism market participants should focus on developing tourism products for young audiences and tourists aged 40-45 as the most affluent. Unfortunately, there are no available data from Strategy Partners on the number of Russian tourists aged 20-45 in 2025 who have booked at least one overseas holiday.

The demand for tours from Russian clients over 50 years old has seen a significant increase, with a 25.7% rise compared to last year and an 81.9% increase compared to 2023. Interestingly, 17% of travelers over 55 years old travel alone, 50% travel with a partner, and 33% travel with family.

It's worth noting that 84% of trips within Russia are planned without agents, and the amount spent on travel by all age categories is 21-23% of their annual budget. Tours involving travelers over 55 years old account for 15% of sales.

Lastly, it's important to mention that the figure for outbound Russian tourists increased by 0.6% year-on-year and by 4% compared to 2021. In Russia, the most popular region for vacationing for all generations in 2024 was Krasnodar Krai.

These insights offer a fascinating look into the evolving preferences of Russian tourists across different age groups. As the industry continues to adapt, it will be interesting to see how these trends develop in the coming years.