Russian tourists are returning to Japan, Vietnam and China more than any other foreign destinations for repeat vacations, according to the Association of Tour Operators of Russia.
Industry experts reported that the list of preferred repeat destinations has updated significantly. Holidaymakers who previously made frequent tour trips across Europe are now returning again and again to destinations across Asia.
Tour operator Russian Express explained that Japan has drawn returning visitors due to its relative affordability compared with pre-pandemic levels. The company noted that lower prices inside the country, straightforward visa procurement, and extensive excursion routes that cannot be covered during a single trip have all contributed to its popularity.
The Association of Tour Operators of Russia is the primary industry body representing commercial travel agencies and tour companies across the country. The organization regularly monitors booking statistics and travel trends to track shifting holidaymaker preferences.
Japan, an East Asian nation made up of four main islands, has gained traction among international tourists seeking cultural heritage, culinary trips, and scenic natural routes. Its developed rail network makes multi-city itineraries accessible for repeat visitors.
Rising Popularity of Vietnam and China
Vietnam has also emerged as a new favorite for repeat travel among Russian holidaymakers. Representatives from tour operators said package costs and local daily expenses in Vietnam remain lower than in competing Asian destinations.
Vietnam, situated in Southeast Asia, features extensive coastal resort areas and a lower cost of living that makes lodging, dining, and internal transit economical for long-stay visitors.
China represents another diverse and accessible option for returning travelers. Dmitry Lapshin, head of the Southeast Asia department at tour operator Let's Fly, explained that tourists return to Hainan for familiar beach holidays and traditional Chinese medicine.
Hainan is a tropical island province in southern China known for its resort coastlines, warm climate, and wellness facilities offering therapeutic care. Lapshin added that visitors returning to mainland China are seeking fresh experiences beyond the major cities of Beijing and Shanghai.
Beijing serves as the political capital of China, while Shanghai is the country's main financial metropolis. China's extensive transport infrastructure allows returning tourists to venture into regional provinces once they have visited the primary urban gateways.
Holiday Spending Trends
The figures on repeat travel follow earlier data regarding holiday spending by Russian tourists. Data disclosed for 2026 showed that the average booking check for accommodation during New Year tours reached 25,000 rubles per night.
New Year is traditionally one of the busiest travel periods of the year for Russian holidaymakers, driving high demand for accommodation both at home and abroad during peak holiday dates.
