Attracting Russian Tourists to Asia: Key Insights for Travel Brands

Asian destinations remain among the most popular with Russian tourists. There's been a noticeable increase in interest. From April to June 2024, Yandex, a popular search engine in Russia, saw 3,312,758 queries related to travel in Asia, which is a 35% increase compared to the same period in 2023 (2,452,937 queries). The top five destinations on travelers' radars were China (36% of queries), Thailand (17%), Vietnam (11%), the Maldives (8%), and Japan (5%).

Share of queries about traveling to countries in Asia, by Yandex Search Engine.
 

Let's dive a bit deeper into each of these destinations and see why they're so popular with Russian travelers. We put this together based on what we saw with Yandex search queries in the current period of 2024. 

China

China is the most popular destination among Russian tourists, with 36% of requests. There's something for everyone in China, from the megacities like Beijing, Shanghai, and Hong Kong to the provinces on Hainan Island. In the second quarter of this year, Russians were really interested in southern China, which showed a big increase in requests (+126%). The island's popularity is often down to the visa-free regime (up to 30 days) for those traveling by direct flights, as well as affordable prices for tourist vouchers and hotel accommodations for independent travelers.  

Medical tourism is another draw for Russians, especially the international cluster "Lechen," which is located in the Chinese city of Boao on the same Hainan Island. In total, 13% of users expressed interest in these tours. But it's the last-minute and cruise tours that are the most popular, with 35% and 23%, respectively.
 

We've also seen a lot more interest in China's largest science, trade, and industry hub, Guangzhou (+65 requests). Tourists are drawn to the amusement parks, shopping, and the vast number of restaurants and cafés where they can experience Chinese cuisine.

Thailand

Thailand is still a popular choice for Russian tourists and is one of the most in-demand destinations. It ranks second on the list of search queries, making up 17% of the total.

We've seen a big jump in interest from Russian travelers in this country this year. In comparison to the previous period, there's been a 36% increase in requests. 
 

This country has a lot to offer travelers, including exotic beaches, resorts, a rich culture, and some impressive religious monuments. Phuket (over 480,000 requests), Pattaya (200,000), and Bangkok (90,000) are especially popular.

Tourists love Thailand for the hospitality of the locals and the unique ways to have fun, like diving on the islands or going on tours of ancient temples. 

Most Russians (93%) prefer last-minute tours, while only 4% opt for cruise tours. When it comes to accommodation, family hotels and spa hotels are the most popular choices. For independent travelers, renting a villa or private apartment is often a preferred option. 

Aside from the gorgeous beaches, Russians are drawn to this destination for direct flights and a visa-free regime (up to 90 days), as well as fairly affordable prices for accommodation and food. In the fall and winter of 2023, almost 1.5 million Russians visited this country. It is expecting even more Russian tourists this year.

Vietnam

Vietnam, which accounts for 11% of requests, is the third most popular destination for Russian tourists. We've seen a 57% increase in requests for this country this year. Russians are looking for different types of vacations, from beach trips in Nha Trang to cultural and gastronomic getaways in Hanoi and Ho Chi Minh City. 

People are also interested in the country because of its cultural heritage and natural beauty spots, like Halong Bay and Phong Nha-Kebang Caves in Quang Binh. Vietnamese cuisine, which is known for its fresh ingredients and unique flavors, also attracts tourists from Russia. There are plenty of other reasons why Vietnam has remained a popular destination for many years, especially Nha Trang with its white-sand beaches.

• a lot (267!) of  thermal springs;

• plenty of hotels to choose from;

• affordable prices, direct flights;

• no visa required for up to 45 days.

Yandex search data shows that Russian travelers are interested in staying in aparthotels and spa hotels during their vacations. When they're traveling on their own, they're looking for places to stay, like apartments, rooms in recreation centers, and of course, villas. 
 

Maldives

The Maldives are in fourth place with 8% of requests. This destination is a big draw for Russians thanks to its one-of-a-kind scenery, pristine white beaches, and the sparkling blue waters of the Indian Ocean. The Maldives has long been a symbol of luxury vacations and romantic travel, as well as a place where you can have a beautiful wedding. 

Most users are interested in last-minute tours (92%), and cruises (5%), and only 3% of requests are for author tours. When they're traveling independently, they're looking for guest houses, recreation centers, and villas. Tourists are also interested in family and spa hotels.
 

The visa-free regime for Russians is also valid for up to 90 days. But you'll need to fill out a health declaration before flying to the Maldives and before departure from the islands. 

Some people think that only wealthy Russians go to the Maldives, but that's not true. As a general rule, Russian tourists who are interested in traveling to the Maldives tend to have an average (52%) or high (37%) income. 
 

Japan

Japan makes up 5% of the top five countries in terms of tourist requests. Even though there aren't any direct flights between Russia and Japan, Russians are still interested in this country. What's behind this?

First of all, it's easy to get a tourist visa. It can be done in 4-7 days in Moscow or St. Petersburg; no extra documents are needed. 

Another reason is the cost of living in Japan. As it stands, one Russian ruble is worth 1.59 Japanese yen. This means that Russians have great conditions for shopping, visiting entertainment centers, and booking rooms in high-end hotels.
 

This country has a lot to offer to Russian tourists, combining ancient traditions with ultra-modern technology. Tokyo and Kyoto are the main attractions where you can really get a feel for Japanese culture, and visit ancient temples and modern museums.

Fueling interest in Asia through influencer marketing

Influencer marketing is a great way to attract a loyal audience in the tourism industry. On social media, bloggers and celebrities share their travel stories, which draws people's attention to interesting places. This includes some of the most popular Asian countries. As a result, there's been a surge in demand for travel to these destinations. 

In Russia, the most popular platforms are Telegram, Instagram, VKontakte, and YouTube. Let's see which Asian destinations are the most popular among opinion leaders in the Russian-speaking space. 

Telegram

Telegram is a popular messenger in Russia, used by people aged 12 and over every day. In the past year, the number of daily users has grown by almost 20%. There are 950 million people using the messenger. Russia is the second most active market for this application, with 34 million downloads. As well as sending messages, users can create private or public channels and share interesting information in them. You can also find blogs on a variety of topics, including travel. 

For instance, the blogger from the channel "Po zemle budzhetno" (44.6 K subscribers) is quite active in traveling to various Asian countries. He's also been to Thailand, South Korea, and Mongolia recently.

Also, Stas Natanzon, "Pognali!" (99.6 K subscribers), has been to Japan, Laos, and Indonesia.

 

A themed post dedicated to Japanese places with menus based on the characters of Tove Jansson, in the Pognali! telegram channel by Stas Natanzon

Instagram*

Even though this social network is banned in Russia, travel bloggers still have their accounts and share their experiences. You'll mostly find content about luxury travel on the accounts of well-known figures and popular bloggers. 

For instance, Yana Rudkovskaya (5.9 M subscribers) frequently posts about her travels to the Maldives. Elena Tretyakova (2 M subscribers) has Thailand, the Maldives, and the Philippines.  

In addition to the stars, other bloggers shared their travels in Asia this year, Irina Belousova (1.8 M subscribers) for instance. Her most popular destination in Asia is the Maldives. Zhanna Badoeva (1.8 M subscribers) also checked out Uzbekistan and China (Hong Kong). Larisa Filonova (1.2 M subscribers) also visited the Maldives and Sri Lanka. 

 

 

 

 

 

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Публикация от Zhanna Badoeva - Жанна Бадоева (@zhanna_badoeva)

Instagram* post about Hong Kong on Zhanna Badoyeva account

Bloggers who advise on budget travel also visited Asia this year. For example, a married couple of bloggers and their account “Svoim Xodom” (411 K subscribers) made a trip to the Maldives. Microbloggers also made their mark. For example, Alyona Taskaeva (109 K subscribers) traveled to India, Cambodia, and the Maldives.

 

 

 

 

 

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Публикация от СВОИМ ХОДОМ ✈︎ ПУТЕШЕСТВИЯ ПО МИРУ (@svoimxodom)

Reels about vacationing in the Maldives on the @svoimxodom Instagram* account

YouTube

YouTube is the fourth most popular social network in Russia and is currently being banned by Roskomnadzor. Even so, the social network keeps on running smoothly and is even seeing audience growth, despite the slowdown. It's worth mentioning that the platform operates normally in Russia with the help of a VPN. 

From July 29 to August 4, 2024, more than 82.6 million people visited YouTube, which is more than a week earlier (82.5 million) and last year (81.47 million).

Video bloggers are promoting travel in Asia, showing viewers some of the region's most iconic places. 

For instance, Alexander Kondrashov (1.72 M subscribers) visited Thailand, Indonesia, Vietnam, and Japan. 
 

YouTube video about Phuket on Alexander Kondrashov channel

Leonid Pashkovsky, who runs the ‘HOCHU DOMOJ – Travels you wouldn't go to’ channel (1.37 M subscribers), has recently traveled to China and Laos. 
 

YouTube video about China on the ‘HOCHU DOMOJ – Travels you wouldn't go to’ channel

Travel bloggers Sasha and Sveta 'Vechnoe Leto' (286 K subscribers) visited Thailand. 

Sergey, who runs the “Traveler's Blog” (202 K subscribers) also made it to Vietnam, Thailand, Sri Lanka, and Maldives. 
 

YouTube video about Vietnam on the Traveler's Blog channel

VKontakte

This Russian-language social network boasts 89 million users. In October 2023, nearly 20% of the communities were dedicated to tourism and outdoor activities. It is the go-to platform for travel enthusiasts, where bloggers share reviews and recommendations for vacations, including in Asian countries. 

For example, Irina Velur visited the Maldives this year, Ksenia Prokhorova (68.8 K subscribers) went to  China (Hong Kong), and Mark Eremin (65 K subscribers) traveled to Thailand (Phuket). 

 

 

VK video of Ocean Park Hong Kong in the official VK community of travel blogger Ksenia Prokhorova

 

VKontakte also offers a significant advantage in the form of paid social capabilities. This inevitably increases interest in travel destinations. It is an excellent way to promote your business to the Russian-speaking audience. 

Outdoor advertising is another way to tell Russians about Asia

Outdoor advertising is an effective way to familiarize Russians with Asian countries, especially when placed in high-traffic locations. Examples include Sheremetyevo and Pulkovo airports, as well as landmark sites in Moscow and other cities.

Our team has a proven track record in this field. One of our successful projects was a DOOH campaign in support of the Indonesian tourist destination, which we placed during the World Cup in Moscow, St. Petersburg, Nizhny Novgorod, Rostov, and Samara. 
 

Wonderful Indonesia DOOH campaign, by RMAA

Advertising in Russia must be culturally and aesthetically appropriate and blend in seamlessly with its surroundings. We will successfully attract attention to tourist destinations and cultural attractions in Asia with the right approach. 

RMAA has the tools and expertise to implement DOOH campaigns for tourism brands around the world, attracting tourists from Russia and the CIS, and we can do it quickly. We guarantee that our services will meet the highest international standards.

Key Ideas

Asian destinations are still the top choice for Russian tourists. They want to go to China, Thailand, Vietnam, Japan, and the Maldives. Travelers from Russia are looking for a variety of recreation options, from cultural programs to relaxing on a sandy beaches. When choosing a destination, the main indicators are visa-free regime, direct flights, and affordable prices. If these are not available, as in the case of Japan, the destination is not worth considering. 

This chaotic trend can and should be used in tourism promotion to ensure the influx of Russian-speaking travelers continues to grow. The RMAA team will help you turn your strategy into a real success through the use of various marketing tools. We use super effective integrations with Russian travel bloggers and equally effective TV channels, Out-of-Home, and so on. We will work with you to find the best solution for your budget and specific client requests. Contact us today by filling out the form.  

 

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*Meta's activities are banned on the territory of the Russian Federation.