Where Russian Tourists Are Heading in 2026

Asia's Top Destinations and Emerging Travel Trends

By mid-2026, Asia had secured its place as one of the key regions for Russian outbound travel. It is not simply replacing Europe. It has become an independent draw with strong demand and a wide range of holiday formats.

According to the Analytical Service of ATOR (the Association of Tour Operators of Russia) and the Russian Union of the Travel Industry, Russian trips to the top 30 destination countries grew by 16% in 2025, reaching roughly 20.1 million trips.

Turkey, China, the UAE, Egypt, and Thailand led the field for total travel volume in 2025. Asian destinations posted the fastest growth rates, and China, Vietnam, and Indonesia stood out most. Vietnam recorded the sharpest rise, climbing into the top 10 destinations and multiplying its trip volume more than eightfold compared with 2024. These figures confirm that Asian countries now drive the expansion of Russian outbound travel, while several European destinations remain either off-limits or less popular.

The trend has not just held through early 2026. It has gained momentum. Russian outbound trips grew by 15.4% year over year in the first quarter, and several Asian countries ranked among the top 10 most popular destinations: Thailand, China, Vietnam, the Maldives, Indonesia, Sri Lanka, and Malaysia. Travel to China rose sharply, expanding by more than 50% over the year, and industry analysts estimate that combined Russian travel to Asian countries grew by 70 to 80% over the 2025/2026 winter season.

Reports from VCP Travel, a Russian travel analytics and visa consulting firm, and the UN World Tourism Organization (UNWTO) show that Asia is building steady momentum in both inbound and outbound travel heading into 2026. Vietnam, Indonesia, and Japan all report a multi-fold rise in Russian visitors, supported by the return of direct flights, visa-free arrangements, and a wider range of package tours. Analysts describe Asian countries as strengthening their position as one of the most promising regions for Russian travelers, combining strong growth, varied travel products, and relatively accessible conditions.

Asian destinations are becoming the new standard for Russian travelers. Winter favors Vietnam, Thailand, and the Maldives. Spring and autumn favor China, Japan, and Indonesia. Combined itineraries that blend beach holidays, shopping, food, and medical travel now run year-round. Simply positioning a destination as a substitute for Europe is no longer enough for travel brands. They need a full strategy built around Asia as the main region for Russian outbound travel in 2026.

China Reaches a Second All-Time High as Visa-Free Entry Pays Off

China became the leading driver of Asian travel among Russians in 2025 and 2026. Trips rose to 2.47 million, marking the second-highest level on record after 2019. In the fourth quarter of 2025 alone, Russians made a record 745,800 trips to China, almost 40% more than the year before, with tourist trips specifically up by nearly a third. Border control data from Russia's Federal Security Service (FSB) shows that Russian trips to the country rose by 30.1% in 2025, reaching 2,469,020 visits, and China welcomed 690,069 Russian citizens in the first quarter of 2026 alone, up 53.7% year over year.

This strong growth stems from a combination of visa-free entry and expanded flight connections. Since September 15, 2025, China has run a pilot program allowing visa-free entry for Russian citizens for up to 30 days, and the program will run through September 14, 2026. Russia's Ministry of Economic Development and industry analysts estimate that mutual travel between Russia and China could reach around 3.5 million trips by the end of 2026, a 30% rise over last year. VCP projects that if the visa-free program continues, total Russian trips to China in 2026 will top 2.5 to 3 million, cementing the country's place among the leading destinations for Russian outbound travel.

Interest in China is also spreading beyond the usual spots. Alongside Hainan and Beijing, travel to major cities is climbing fast. Shanghai alone welcomed 385,000 Russian tourists in 2025, up 59% from the year before, and December saw visits from Russia jump by more than 90%. China is becoming more than a beach destination for Russians. It now draws shoppers, city explorers, and medical travelers alike, as Hainan, Boao, and other hubs expand their medical tourism programs and major cities roll out combined packages built around sightseeing, shopping, and dining.

Thailand Hits a Record High and Cements Its Mass-Market Appeal

The country has become a mass-market classic for Russian travelers and hit a record high in 2025. According to the Moscow office of the Tourism Authority of Thailand (TAT) and the Russian Union of the Travel Industry, Russian arrivals grew by 8.8% in 2025, reaching around 1.9 million visits. This is the highest figure on record and well above pre-pandemic levels.

Several factors drive this growth. Prices remain relatively predictable, mass tourism infrastructure is well developed, and travelers can choose from a wide range of direct flights from Russian cities. Thailand continues to work as a ready-made product that needs little planning, with familiar routes such as Phuket, Pattaya, Koh Samui, and Bangkok combined with beach time, reliable service, and a stable safety record. For Russian travelers, it remains one of the few destinations where package tours and independent trip planning work equally well without sacrificing comfort.

Thailand competes hard with other Asian countries for winter travelers, but it still ranks among the top three in destination brand awareness. TAT expects total foreign arrivals to reach 36.7 million by the end of 2026, with Russia remaining one of its key markets. For brands, this means the audience already knows the product well. Rather than "discovering" Thailand, travelers now look for good deals, upgraded service, and new holiday formats such as family resorts, extended winter stays, and combined tours.

Vietnam Sets a New Record in 2025 and Accelerates Even Faster in 2026

Vietnam has moved from a promising destination to the clear leader in growth rate over just two seasons. The country welcomed about 690,000 Russian tourists in 2025, almost three times the figure from the previous year and above the 2019 record. Russia ranked 7th among all foreign markets for Vietnam and became the key driver of its European segment, ahead of every other European country by arrival volume.

According to the Vietnam National Authority of Tourism (VNAT) and the Analytical Service of ATOR, Russian arrivals rose 196.9% in 2025 compared with 2024, reaching a total of 690,000 tourists. The momentum has only strengthened in 2026. More than 504,000 Russians visited the country in the first four months alone, a threefold rise (+203%) over the same period in 2025. Vietnam welcomed 246,900 Russian tourists in January and February 2026 (+312.5% year over year), and February alone brought in more than 121,000 visitors, up 332.9% from February 2025.

Russian and Vietnamese officials confirm these figures alongside national statistics. Russia's ambassador to Vietnam, Gennady Bezdetko, noted in February 2026 that Vietnam had welcomed 690,000 Russian tourists in 2025, nearly three times the year before. ATOR forecasts that Russian travel to Vietnam will top 1 million tourists in 2026, setting a new all-time record.

The reasons behind this rapid growth are easy to trace in traveler behavior. Charter programs have returned, direct flight options keep growing, Russians can enter visa-free for up to 45 days, and prices sit well below Thailand's despite a comparable level of service. Vietnam is becoming a new mass destination for many Russian travelers, offering familiar beach spots such as Nha Trang and Phu Quoc alongside growing infrastructure for family trips and long winter stays.

Japan Posts Record Arrivals and Leads Growth Among Premium Destinations

Japan has moved from a niche destination to one of the fastest-growing markets for Russian travelers within just two years. Final figures from the Japan National Tourism Organization (JNTO) show that 194,900 Russians visited the country in 2025, nearly double the 2024 figure of 99,300 and about 60% above the pre-pandemic record set in 2019. The Russian market does not rank among Japan's top five by inbound volume, but it posts one of the fastest growth rates among all major source markets.

Early 2026 confirmed that this trend has staying power. Japan welcomed 9,800 Russian tourists in January, nearly double the 4,900 recorded a year earlier, and combined January-February arrivals reached 17,500, up 65.1% from the same period in 2025. March, traditionally the peak month for cherry blossom season, brought 23,700 arrivals from Russia, a 25.9% rise over the previous March. Japan welcomed 41,200 Russian tourists in the first quarter of 2026 overall, a 40% year-over-year rise that sets the stage for a new annual record.

The Association of Tour Operators of Russia and analysts at VCP expect Russian arrivals in Japan to reach 230,000 to 260,000 by the end of 2026, a rise of 28 to 43% over the already record 2025 figure. Several factors support this growth. The yen remains favorable, the visa process has been simplified and now takes just 4 to 7 days with fewer required documents, connecting routes through the UAE, Turkey, and South Korea keep expanding, and the country enjoys heavy exposure in travel content, from city guides to food tourism and anime-themed trips.

Japan is becoming a premium yet practical choice for Russian travelers. At current exchange rates, accommodation, shopping, and entertainment often cost less than expected, while service quality and infrastructure exceed what travelers find in more common mass destinations. As a result, the country holds a firm place on the list of dream trips, drawing visitors not only for cherry blossoms and temples but also for food, shopping, themed routes, and vibrant city life.

The Maldives Becomes Affordable Luxury as Russia Takes the Lead

The Maldives stopped being an exclusively elite destination by 2025. The archipelago ranks firmly among the top 10 winter destinations for Russian travelers and shows steady growth in Russian arrivals. According to the Maldives Ministry of Tourism and the Association of Tour Operators of Russia, about 279,000 Russian tourists visited the islands in 2025, up 23.8% from the year before and among the strongest results across all foreign markets.

Early 2026 showed no sign of fading interest. Russia became the top source market for the Maldives in January for the first time. About 29,370 Russians traveled there that month, up 34.5% from January 2025. China, previously the top source market, saw its arrivals drop by 36.9%. Russia rose from second to first place among key Maldivian markets, overtaking Italy, China, the UK, and Germany. Total foreign arrivals to the Maldives rose 4.6% in January 2026, reaching 224,800 visits, with the Russian market as the main driver of that growth.

The Maldives welcomed 75,200 Russian tourists in the first quarter of 2026, up 12.5% from the same period last year. By volume, Russia ranked second among key foreign markets, behind only China. ATOR notes that Russian travel to the Maldives grew through most of 2025 and closed the year at a record high. Visa-free entry adds further appeal, letting Russians stay on the islands for up to 90 days, well suited to long trips and combined itineraries.

The Maldives is becoming a symbol of affordable luxury. With smart date choices and well-planned connecting flights, a trip to the archipelago is now within reach for travelers with average or above-average income, not just a premium audience. Four- and five-bedroom villas, family resorts, and all-in packages covering flights, transfers, and meals rank among the most popular options, letting travelers lock in their budget ahead of time. For brands in the premium and upper-middle segments, the Maldives remains one of the strongest destinations for promoting romantic getaways, premium family holidays, and wellness and spa concepts.

Reaching Russian Tourists Traveling to Asia in 2026

The Marketing Channels That Actually Work

Travel marketing in Russia in 2026 centers on a handful of key platforms. Telegram leads as the channel for trust and fast communication. VK, Russia's largest social media network, works as a broad ecosystem for content and targeting. Russian video services, VK Video chief among them, are pulling viewers away from YouTube. Audience behavior is changing too. People spend slightly less time on any single messenger, but they split their content consumption across more platforms and make travel decisions faster, relying heavily on recommendations and user-generated content.

Telegram Remains the Most Trusted Channel Despite Restrictions

According to Mediascope, Russia's leading media research firm, Telegram remained the country's most popular messenger by monthly reach in 2026. About 96 million people over age 12 used it in January, 95.7 million in February, and 94.3 million in March, or 76.5% of the population. Average daily reach in March hit 72.2 million users, or 58.6% of the population, even as daily usage time dropped from 44 to 34 minutes per user. Despite the technical restrictions and blocking reported by Forbes and Kommersant, a leading Russian business daily, Telegram still holds the highest level of trust and the strongest daily content habit among Russian users.

This matters for travel marketing in several ways.

Telegram remains the main channel where decisions form and inspiration builds. Users read detailed travel notes here, break down itineraries, compare prices, and save trip ideas.

Travel channels and chats work like mini media outlets, offering regular reviews, destination analysis, honest feedback, and country-specific checklists for places like China, Vietnam, Thailand, Japan, and the Maldives.

Official ads through Telegram Ads and native placements with travel content creators let brands reach audiences by interest, location, and behavior, showing offers to people who already searched for tours to Asia, read content about specific countries, or saved travel routes.

A Telegram strategy in 2026 should rest on three formats. The first is an in-house expert channel that explains destinations and highlights what matters most to Russian travelers. The second is regular native placements with travel influencers, featuring personal stories, routes, and honest reviews of prices and service. The third is precise Telegram Ads targeting at the final stage, once a user needs to see a finished product such as a tour, flight, hotel, or package.

VK Offers a Full Ecosystem for Reach, Targeting, and Video

VK is strengthening its position in 2026 as Russia's core social network and multimedia platform. Mediascope data shows that users now spend noticeably more time on VK and watch more content through VK Video. VK Video became Russia's most popular video platform by reach in January 2026, drawing 42.2 million daily users and 82.8 million monthly users. YouTube, for comparison, reached 22 million users daily and 65.9 million monthly over the same period.

In this setup, VK works as a full ecosystem for travel marketing, not a backup option.

News, articles, carousels, and long-form posts let brands explain complex routes and cover the details of Asian destinations in a format that fits naturally into a user's feed.

VK Video supports long video guides, hotel reviews, and travel-plus-entertainment formats that audiences watch and revisit before making a decision.

VK's ad tools give brands precise targeting by region, interest such as travel or a specific country, behavior such as watching travel content or following themed communities, and even engagement level.

VK pairs well with Telegram for reaching Russian travelers headed to Asia. Telegram builds desire and explains the details through genuine stories. VK then expands reach, grows video content, drives remarketing, and guides users toward a specific offer such as a landing page, inquiry form, or tour catalog.

YouTube and Russian Video Platforms Deliver Long-Form Depth

YouTube's daily audience in Russia nearly halved after the platform slowed down in 2024 and 2025, but it remains a key channel for long-form video. Mediascope data shows about 22 million daily YouTube users in Russia and 65.9 million monthly users in January 2026, while VK Video has already overtaken YouTube on daily reach, at 42.2 million against 22 million.

YouTube and VK Video serve similar purposes in travel marketing.

Both support deep destination coverage through long travel notes, multi-part country series, and detailed route and hotel reviews.

Both help visualize destinations that need more context, such as China with its many regions, Vietnam with its distinct areas, Japan with its cultural norms, and less familiar spots like Indonesia and Sri Lanka.

Both carry travel-plus-entertainment formats that build emotional engagement and trust in the creator, which extends to any brand featured in that content.

With limited access to some YouTube tools in 2026, brands benefit from moving part of their video strategy to VK Video while keeping YouTube as a secondary channel for viewers who still use it actively. Video content works best not as a direct ad but as a series of placements built around a clear route and an honest account of prices and practical details, letting viewers piece together their own version of the trip.

DOOH and Offline Media Reach Travelers Right Before They Book

Digital out-of-home (DOOH) advertising and traditional out-of-home media remain valuable tools for travel brands, especially in places where audiences are already in travel mode, such as airports, transit hubs, and central city streets. ATOR and industry media note that well-chosen locations and localized creative give DOOH a real boost in destination awareness and can push travelers toward booking on the spot, particularly in club and premium segments.

Promoting Asia effectively in 2026 relies on a combined approach.

Campaigns at airports in Moscow, St. Petersburg, and regional hubs reach people who are already preparing to fly and thinking about travel.

Branded placements in major shopping centers and public spaces introduce a destination visually before someone starts searching for a tour.

Syncing DOOH creative with digital campaigns on Telegram and VK lets users see the story continue on their phones, moving smoothly from an inspiring image to a specific offer.