Outbound tourism from Russia increased by 15.4% in 2024 compared to the previous year, reaching 17.4 million trips, according to the Association of Tour Operators of Russia (ATOR). Turkey remained the most popular destination, attracting 38.5% of Russian trips, with 6.7 million visitors, an increase of 6.3%.
Russia-China agreement: changing tourist preferences
A new agreement, signed during the recent Shanghai Cooperation Organization (SCO) summit, will allow Russian citizens to travel to China without a visa for up to 30 days from September 15. The measure is expected to significantly change trends in the region. Travel industry experts have described the deal as a “milestone” for China’s position in the Russian tourism market. The Russian Association of Tourism Industry has called it a “historic turning point,” predicting an increase in Russian tourists to China, due to the country’s cultural wealth and significant investments in infrastructure.
Competition for traditional destinations
Today, the United Arab Emirates holds 11.4% of the Russian foreign market, followed by China (10.9%), Thailand (10%) and Egypt (8.5%). With the visa waiver, China is expected to significantly increase its share. Artur Muradyan, Vice President of ATOR, said that the new regime could increase travel to China by 30–40%, noting that China is now as accessible as Turkey or the Middle East and is gaining strategic importance for the industry.
Turkey: top choice… for now
Despite increasing competition, Turkey remains the main destination for Russians, due to the absence of a visa, affordable prices and well-developed tourist infrastructure. The 6.7 million Russian visitors in 2024 show a steady increase in interest, while future preference may be influenced by the new agreement with China. Analysts estimate that China could reach popularity levels similar to Thailand and Turkey in the coming years, as the reduction of travel barriers is combined with greater awareness of Chinese destinations among tourists. The immediate effect of the agreement remains to be seen, while tour operators in both countries are preparing for increased bookings, new itineraries and broader cooperation, signaling a redefinition of tourism flows in Eurasia after the pandemic.
