Russian tourists are increasingly traveling to non-standard destinations across China as vacationers move away from traditional tour itineraries, according to information published by the Association of Tour Operators of Russia.
The industry group, which represents major domestic tour companies and travel agencies across the Russian Federation, noted that holidaymakers are seeking custom travel programs rather than standard group packages. Travel providers report that visitors are placing greater emphasis on high service standards throughout their journeys.
Sergey Dzhan Sha, president of the Russian-Chinese Club and director of the tour operator China Tour and Business Travel, said tourists are requesting non-standard programs with growing frequency. He explained that travelers are demanding higher service levels, including well-prepared Russian-speaking tour guides, improved hotel accommodations, and higher overall quality across tour schedules. Dzhan Sha added that tour operators must closely track and respond to these emerging industry trends.
Marketing director at Corona Travel, Olga Rybalova, similarly observed that holidaymakers are increasingly requesting extra regional locations to visit after starting their journeys in major commercial and political hubs.
Demand rises for southern scenic regions
Rybalova noted that after visiting Beijing, China's historic capital city, and Shanghai, the country's primary commercial metropolis on the eastern coast, tourists frequently expand their itineraries into regional scenic destinations. She pointed to growing interest in Guilin, a city situated in the Guangxi Zhuang Autonomous Region of southern China along the banks of the Lijiang River, as well as trips into Yunnan province.
Guilin is celebrated internationally for its distinctive limestone karst mountains and winding river scenery, while Yunnan province in southwestern China is renowned for its mountainous topography, mild climate, and cultural diversity. Rybalova highlighted that overall demand for individualized travel routes continues to rise among clients.
Shifting preferences from island resorts
The growing interest in regional mainland exploration builds upon earlier findings regarding Russian holiday preferences in China. Previous market reports identified the island resort of Hainan as the single most popular destination for Russian tourists. Located off China's southern coast, Hainan is a tropical island province famous for its palm-lined beaches and seaside resort towns like Sanya.
While beach holidays on Hainan retain strong popularity, tour providers report expanding curiosity about mainland urban and rural centers. Beyond established metropolitan gateways such as Beijing and Shanghai, Russian visitors are increasingly pursuing tailored routes into less conventional Chinese destinations.
