Tourism professionals from diverse markets, ranging from Ukraine to India, Kazakhstan to Moldova, share their evaluations and expectations for the 2025 season. Let’s take a look at the insights of the experts, who had the opportunity to reflect on changing travel habits, trends, industry risks, tourist profiles, the role of digitalization, and B2B collaborations.

Mahmud Badalov, director of the Chinar-Tour with 27 years of experience in tourism, shares professional forecasts for the 2025 season.

Türkiye will remain the undisputed leader in 2025, a destination that has held the palm for many years. Egypt can be ranked second, while Vietnam, Thailand, the United Arab Emirates, Qatar and Oman will share the third position.

In today’s reality, it is important to be flexible, for example, in the absence of direct flights, convenient connecting options are offered. Turkish airlines continue to expand their route network. Short-term visas remain a minor inconvenience for multiple trips.

An analysis of the profile of a modern tourist shows the following distribution: 20% are VIP clients for whom quality is more important than budget, 50% are connoisseurs of the optimal price-quality ratio, 10% are budget tourists with an understanding of price-quality ratio, 20% are those who expect the maximum for the minimum cost.

To date, the following recommendations can be identified:

Working with hotels: direct contact with management is the key to prompt resolution of any issues.

Training and development: regular professional development through industry workshops and conferences, online webinars (saving time without loss of quality) and partner discussions.

Service promotion: active work with social networks is an essential element of a successful business.

Special thanks should be expressed to the HelloOtel platform and its creator Sabir Mizam for an effective tool for interaction between hoteliers and travel agents.

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Pavel Ganzevich, the Business Development Sales & Marketing expert at TAT Travel Agencies and Touroperator Travelon, analyzes the transformation of the Ukrainian tourism market in the current conditions.

Due to restrictions on flights from Ukraine, tourists actively use alternative airports: Chisinau, Warsaw, Bucharest, less often Germany and Hungary. Despite the difficulties, the market is showing steady growth, and the demand for organized tours remains high. Transfer packages are especially in demand, as the convenience of logistics has become a key factor in choosing a tour.

The main audience of tourists has changed somewhat. The key categories were: the 60+ contingent (those who have no travel restrictions) and single women. But conceptually, family vacations are still the main thing. 

Trends in destinations: Turkey is still the leader of the summer season. Egypt and the UAE are the main destinations for winter holidays. European resorts (Montenegro, Bulgaria, Croatia) are growing in popularity due to political factors.

Despite the concerns, large aggregators are not putting pressure on the market — sales of travel agents and tour operators continue to grow. At the same time, 50% of offline agencies are closed, and the business has switched to online mode. This has increased the importance of working in social networks (targeted advertising, content marketing) and learning digital tools (lead management, working with applications).

After a pause in offline events, Ukrainian agents can once again attend workshops, presentations, and round tables, as the demand for these formats has increased dramatically. To support partners, TAT travel agencies and Travelon actively hold webinars and provide agents with applications through the largest B2C aggregator otpusk.com and a lead exchange (demand generation through Facebook, Instagram and other channels).

Tourism in Ukraine is adapting to new conditions, maintaining demand, and finding alternative ways of development. The key success factors are flexibility, digitalization, and partnership support between operators and agents, as well as working with B2B platforms such as HelloOtel, which has become a must-have for agents, offering bonus programs, direct contact with hotels, and participation in special events.

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Kairat Sadvakassov, Chairman of the Kazakh Tourism National Company JSC, shares his professional view on the upcoming tourist season.

Kazakhstan is a promising destination on the world tourist map, which attracts more and more attention from travelers. 

Almaty will certainly be one of the most popular destinations in the 2025 tourist season. This city has become a major holiday destination for foreign tourists due to its unique atmosphere and variety of tourist opportunities. Almaty is surrounded by picturesque mountain landscapes and 5 national parks, which makes it an ideal place not only for urban tourism, but also for exciting adventure trips.

The Mangystau region is becoming no less attractive for tourists. This region, located on the coast of the Caspian Sea, offers tourists a “warm beach”, a variety of services, as well as an all-inclusive system in international and local hotels. In addition, resort hotels are developing in the region, and charter programs with packaged tours are provided for tourists’ convenience.

The city of Turkistan also deserves special attention. Due to its unique historical heritage, including UNESCO sites, and location on the Great Silk Road, Turkistan attracts more and more tourists. The city has a well-developed modern infrastructure, and special “Yasawi tours” are becoming especially popular among tourists from Turkic countries. There is great interest in Astana and the Akmola region, which includes the Burabay Resort area.

Kazakh Tourism NC JSC is ready to develop cooperation in these and other areas.

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Lyubov Voronina, Managing Director of the Let’s Fly Tour Operator, with 21 years of experience in the industry, shared her forecasts and key trends for the upcoming 2025 tourist season.

The main success factor is stability. Despite the crises of recent years, the tourism market has proven its resilience. The 2025 summer season is expected to surpass last year’s figures due to technological updates and industry adaptation.

Flight restrictions remain relevant, but connecting flights no longer scare tourists. The shortage of direct flights in some destinations is holding back the flow of tourists, but if you want, you can get almost anywhere. The visa regime also varies. A number of countries have simplified the issuance of visas for Russians, while some countries have not yet made concessions.

Large ecosystems and banks selling tours are changing the market, but retail is responding with new services. Travel agents will remain in demand, as people need people. The key advantage is a personalized service that requires constant development: workshops, communication with hoteliers, and training.

Türkiye and domestic tourism are the leaders of the season. Charter destinations (Egypt, UAE, Thailand) will remain popular and Asia will strengthen its position thanks to affordable flights. The south-eastern direction, which can be reached by Chinese airlines, will further increase the volume of tourist flow.

Social media and advertising are important channels for attracting customers but require a competent approach. Working with B2B platforms (for example, HelloOtel) gives travel agents bonuses and prompt access to information, which increases the loyalty of tourists.

The main thing is to remember that in a changing market, flexibility, expertise, and customer orientation remain the main tools for success.

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Hasanov Nizami, founder and CEO of Aristokrat Travel Azerbaijan (DMC & MICE), with 17 years of experience in the travel industry, shares forecasts for the upcoming season and key trends in the Azerbaijani market.

The main risks of the upcoming season (6/10) are the shortage of air transportation and economic and geopolitical restrictions on flights, but visa issues remain transparent. The market is gradually adapting to the global trend of the growing influence of aggregators, although this process is slower in Azerbaijan than in other countries.

Tourists looking for a balance of price and quality dominate (7/10). The middle segment, who are ready to pay for comfort but within the budget, is slightly less (5/10). VIP clients and tourists who choose the cheapest tour are represented less (3/10 each).

A prerequisite for the successful operation of travel agents is their continuous development. Online marketing, workshops, and partner discussions help keep up with the times. Social media and advertising are extremely important tools for attracting customers.

Turkey remains the traditional leader among the top destinations in 2025 but may lose ground this year due to rising prices. The focus is on Sharm el-Sheikh, Europe, and Dubai.

As for B2B cooperation: working with professional platforms such as HelloOtel is the foundation of success. Their experience and reputation help build effective partnerships in the travel industry.

Flexibility, training, and the proper use of digital tools are key success factors in the 2025 season.

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Philip Hulyi, the Chairman of the Republican Union of Tourism Industry (or Belarusian Touristic Union), analyzes the key trends of the upcoming season.

The traditional routes – Turkey, Egypt, the UAE, and Georgia – retain their leading positions. Oman is of great interest, especially in combination with destinations in Southeast Asia. The shortage of external offers is offset by the growth of domestic tourism and trips across Russia. European tours through the airports of Vilnius and Warsaw, as well as bus tours, remain available for Belarusians.

Compared to the crisis years of 2022-2023, the current risk situation can be estimated at 7 out of 10 points. The main difficulties are the shortage of air transportation, flight restrictions, visa difficulties, and competition with digital aggregators.

The tourist market is represented by three main categories: premium customers who choose VIP packages, the main segment focused on the optimal price-quality ratio,

budget tourists for whom the main criterion is the minimum cost.

Despite the digitalization of processes, personal connections with hoteliers remain very important for travel agents. The ability to quickly resolve issues is an indicator of professionalism. Continuous learning is a prerequisite for competitiveness. Live events are preferable to online formats, although the latter are useful as a reference resource. Digital tools are important, but they should not replace the main operational activity. Audience coverage analysis remains a necessary element of the work. B2B interaction is of particular value.

Belarus’s travel industry demonstrates sustainability in the face of change. The combination of traditional approaches with adaptation to new realities makes it possible to remain competitive in the international market.

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Yulia Seitmambetova-Bekirova, CMO & General Advisor for Development at the tour operator CENTRUM HOLIDAYS, with 15 years of experience in tourism, shares the key trends of the upcoming season.

In 2025, Egypt, the United Arab Emirates, Oman, Vietnam, Latin America, Georgia, as well as author’s tours of Uzbekistan, which is becoming increasingly attractive to travelers due to the variety of offers: cultural and historical routes, ecotourism, gastronomic tours. Uzbekistan is actively developing its tourism infrastructure, offering high-quality services to its partners.

There is no shortage of air transportation in Uzbekistan. The largest private airline, Centrum Air, has announced the launch of direct flights between Uzbekistan and the following cities: Moscow, St. Petersburg, Kazan and Novosibirsk. This will expand Uzbekistan’s presence in the Russian market and increase the accessibility of this destination for tourists.

There are three main categories of tourists: 20% are VIP tourists, for whom a high-quality package is important without budget restrictions; 50% are mid—range tourists, focused on a balance of price and quality; 30% are newcomers to travel, expecting a high level of service at a minimum cost.

Continuous learning is a prerequisite for success. It is very important for both travel agents and tour operators to participate in workshops, webinars, and conferences in order to strengthen ties with foreign partners and promote Uzbekistan on the world stage.

Social media advertising plays a key role in attracting customers. It is also important to work with B2B platforms that open up new business opportunities.

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Olga Zhukovskaya, a Marketer and sales coach for travel agents and Founder of “The Travel Agency” project and “The Travel Agents” telegram channel, with 15 years of experience in tourism, analyzes the key trends of the upcoming season.

The 2025 season is characterized by moderate risks. Transportation shortage (3/10) – no significant increase in flights is expected, but there is no acute shortage either.

Flight restrictions (5/10) – the geopolitical situation remains a factor of instability.

Visa difficulties (8/10) are the main problem in the psychology of tourists who believe that “visas are not given.” Competition with aggregators (7/10) – new players are actively entering the market, but their influence will manifest itself later.

In 2025, the following categories of tourists prevail: budget tourists (8/10) – expect the maximum for the minimum price, connoisseurs of quality (7/10) – ready to pay for decent service, VIP clients (3/10) – few in number, but resistant to crises.

The following development strategies can be distinguished for agencies:

Reorientation of the business model, namely: becoming a tour leader, specialization in rare areas, travel concierge services.

The balance of knowledge and sales: not only studying the product, but also customer acquisition techniques, learning how to work with incoming requests, developing sales skills.

Digital transformation, which includes: mandatory presence on social networks, work with advertising tools, use of B2B platforms like HelloOtel.

Türkiye, the UAE, Thailand, Russia and Egypt will remain the leaders of the season, as well as potential newcomer China.

In a changing market, travel agents need to maintain their competitive advantages, master new work formats, actively attract customers and use all available promotion tools.

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Khabibov Davlat Abdulloevich, Chairman of the Association,Republic of Tajikistan, Tourism Promotion Board, shares key trends and strategies for the development of the industry.

Tajikistan is focusing on three main areas of domestic tourism in the upcoming season: ecotourism, especially in picturesque mountainous areas; cultural and historical tours that provide an opportunity to get to know the country’s rich heritage; and adventure tourism for outdoor enthusiasts. There is also increasing interest in health tourism, which could be a new growth area.

The main risks of the industry include a shortage of air travel (7/10), restrictions on flights for security reasons (6/10), visa formalities (5/10), and competition with digital platforms (4/10).

The analysis shows the following distribution among tourists: 10% are VIP clients; 40% are value-for-money connoisseurs; 30% are budget tourists with an understanding of the price-quality ratio; and 20% are tourists focused exclusively on low cost.

Professional aspects and industry development prospects: interaction with hotels (8/10) – personal connections remain especially important; professional development (9/10) – continuous training in a dynamic market; online events (8/10) – an effective tool for professional development; digital marketing (8/10) – a powerful promotion channel; B2B interaction (9/10) – development of professional relations.

Tajikistan has significant tourism potential, which is just beginning to unfold. The joint work of the state and the private sector, the introduction of modern technologies, and the preservation of a unique cultural heritage will allow the country to take its rightful place on the world tourist map.

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Eugenia Clim, director of Oasis Tour Moldova with 20 years of experience, shares her forecasts for the upcoming season.

Turkey retains its leading position due to the optimal price-quality ratio, as well as the ideal infrastructure for family holidays. Bulgaria is currently the most affordable option. Greece is a great alternative for those who want to diversify their holidays. Egypt is in demand all year round and is a top destination due to the optimal price-quality ratio. There is a growing interest in Tunisia, Albania and Montenegro. For connoisseurs of exclusivity, Vietnam, Maldives, Bali, Zanzibar, Sri Lanka and Mauritius are relevant.

On a 10-point scale, seasonal risks are assessed as almost zero. There is no shortage of transportation due to the availability of many charter flights from Chisinau. Due to visa-free entry to the EU for Moldovan citizens, visa risks are not assumed. There is competition with aggregators, but customers appreciate a personal approach and personal contact.

Portrait of a tourist: 90% are tourists looking for an optimal price–quality ratio; the VIP segment is small but stable; tourists who focus only on low prices can be redirected to better offers.

Tips for travel agents. Hotel connections are a key success factor. Direct interaction speeds up the resolution of any issues. Online training is an effective way to improve skills on the job. Active social media promotion is a necessity in modern tourism.

B2B platforms are an indispensable tool for professional growth and quick communication with hotels. Special thanks to the HelloOtel system and personally to its founder Sabir Mizam for creating a unique platform for professionals.

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Asylbek Aliev, Vice-President of the Tourism development support fund of the Kyrgyz Republic, shares his expert view on the upcoming season and key changes in the industry.

The 2025 season for Kyrgyzstan is characterized by moderate risks: transportation shortages (5/10) – seasonal fluctuations in demand, flight restrictions (2/10) – minimal impact, visa issues (0/10) – open for most countries, competition with aggregators (0/10) – the local market is still poorly affected.

The main flow of tourists can be divided into the following categories: tourists for whom the minimum price of a package is important but these tourists understand and realize what the price–quality ratio is (6/10), tourists for whom a high-quality package is important but there are budget restrictions (5/10), VIP travelers (3/10), those who chooses the cheapest tours (3/10).

Key markets: Western Europe, Southeast Asia, the Middle East and the CIS countries. Issyk-Kul remains the main destination, but the demands of tourists have begun to change. There has been a decline in interest in beach holidays. There is an increase in the popularity of active tourism: trekking, cycling, mountaineering. The involvement in cultural, historical and adventure tours has increased.

Regarding digital tools and B2B cooperation, we can say that social networks and targeted advertising have become mandatory channels of promotion, and working with the B2B segment helps to establish international partnerships and attract new customers.

Kyrgyzstan relies on a variety of tourist products, from thermal springs to extreme routes. The success of the season will depend on adapting to new demands and making effective use of digital resources.

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Gahryman Yunusov, Director of the travel operator Hazar Merjeni with 25 years of experience in tourism, talks about the key trends of the 2025 tour season and the specifics of the Turkmen market.

Turkmen tourists most often choose Vietnam, China and Türkiye, as well as European countries. Turkmenistan Airlines, the national carrier, provides convenient connections via Ashgabat to Bangkok, Kuala Lumpur and Ho Chi Minh City, which makes travel comfortable.

Tourists who appreciate the balance of price and quality but are willing to pay for good service, predominate. There is also a VIP segment that enjoys European holiday destinations such as London, Paris, Nice and Courchevel.

The professionalism of a travel agent is the key to success. In tourism, personal connections with hotels are critically important since it is helpful to quickly resolve customer issues. Constant training is equally important. Workshops, webinars and the exchange of experience between colleagues increase the level of service. Effective advertising on social networks attracts customers, but requires a competent approach. Working with B2B platforms opens up access to exclusive terms and simplifies interaction with partners.

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Salma Fahim, Secretary of Department of Tourism of Karnataka, reveals the strategy for the development of the region in the new tourist season.

The 2025 tourist season in Karnataka demonstrates a growing trend towards conscious travel. Modern tourists prefer immersive cultural experiences, choosing authentic cultural practices, environmentally responsible recreation formats, and unique natural locations. The region perfectly meets these requirements with its rich heritage and diverse landscapes.

The main gems of Karnataka are 3 UNESCO sites (Hampi, Hoysala, Pattadakal temples), the Chikmagalur coffee estates, Kabini and Bandipur nature reserves, the developing Gokarna and Karwar beach resorts, as well as Bangalore, the center of business tourism.

70% of guests are domestic tourists interested in spiritual and historical sites, while foreigners prefer ecotourism and adventure activities. The growth of the premium travel segment is particularly noticeable, whereas the demand for budget vacations is gradually decreasing.

Key tools for the development of the tourism business: dependent contracts with hotels, regular training (workshops, exhibitions), active use of digital marketing, and participation in international B2B events.

The Department of Tourism emphasizes the development of online tools (including Reels content, and collaborations with bloggers), holding virtual events, and strengthening international partnerships through exhibitions such as MITT Moscow, ITB Berlin, and WTM London.

“Karnataka offers a unique combination of ancient traditions and modern technologies in tourism, creating ideal conditions for conscious travel,” the Department of Tourism notes.

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Natalie Kvachantiradze, Chairperson of the Georgian Tourism Association, evaluates the key tourism dynamics shaping 2025.

In 2025, travelers seek lesser-known, peaceful destinations to reconnect with nature and avoid crowds. Wellness tourism is on the rise, with demand for yoga, meditation, and detox-focused programs. Eco-conscious travel is also growing, with interest in national parks and sustainable accommodation options.

Among the main risks of the industry are the following: Transportation shortages (8/10), Flight restrictions (8/10), Visa difficulties (6/10), The impact of digital aggregators on traditional sales channels (7/10).

Tourist Profile

Demanding travelers who value the quality of service predominate (8/10 each for the VIP and middle segment). Budget tourists who do not take into account the relationship between price and quality are practically absent (0/10).

For success in 2025, travel agents need to: develop partnerships with hotels, constantly improve their skills through workshops and webinars, actively use digital tools, participate in B2B events, including the HelloOtel platform.

European and Asian countries offering rich cultural experiences are becoming more promising destinations. Special emphasis is placed on seasonal features and local traditions.

Modern tourism requires a comprehensive approach, and in 2025, success will be determined by the ability to offer customers a truly unique and personalized experience.