Tourism professionals from a wide geography – including Uzbekistan, Kazakhstan, Georgia, Tunisia, and Russia – continue to share their insights and experiences on the 2025 tourism season. These experienced voices offer valuable reflections on evolving traveler preferences, digital transformation, sustainability, new destination trends, and the growing role of B2B networks. As the global tourism landscape continues to shift, their perspectives provide an essential compass for industry professionals navigating this dynamic terrain.

26 Years of Developing the Hospitality Industry

Over the past quarter-century, the Association of Private Tourist Organizations of Uzbekistan (APTOU) has become a key driver in the country’s tourism industry. Founded in 1998 with government support, the association today unites over 300 market participants—from major tour operators to family-run guesthouses—creating a unified professional ecosystem.

APTOU’s main areas of activity include advocating for its members’ interests, developing human resources, and promoting Uzbekistan on the global tourism stage. In the past seven years, more than 5,000 professionals have completed its training programs. Regular workshops, webinars, and international internships help tourism professionals stay up to date with the latest trends.

Special focus is placed on sustainable tourism initiatives. In 2024, with support from USAID, a large-scale regional project was implemented. It included the creation of a certification system for accommodation providers, the introduction of a star classification for guesthouses, the development of cross-border tourism packages across Central Asia, and digital skills training for small and medium-sized business owners.

TashkentTravelMart-2024: A New Level of Professional Dialogue

A highlight of the year was the international TashkentTravelMart exhibition, which gathered representatives from 25 countries. One of the standout events was the TRAVELHUB Uzbekistan conference, focused on the digital transformation of the industry. The B2B sessions led to the signing of over 150 promising contracts.

“Modern tourism is unthinkable without deep digitalization,” APTOU notes. “The adoption of AI solutions, process automation, and the development of digital skills are now essential for competitiveness.”

Over 26 years, APTOU has not only strengthened Uzbekistan’s tourism sector but also elevated regional professional dialogue to a new level. The organization’s future lies in further digital integration and advancing the industry’s human capital.

---

Tourist Season 2025: A View from Tunisia

Fathi Mrad, Director of Wave Travel Agency and a tourism professional with twenty years of experience, shares his expert perspective on the current season. According to him, the top three destinations of 2025 are Türkiye, Thailand, and Tunisia itself, which offers unique opportunities for alternative tourism, business travel, and excursion programs.

Among the key challenges of the season, visa restrictions stand out most significantly. Mrad rates them the highest possible—10 out of 10—in terms of difficulty. Temporary restrictions on direct flights also affect agency operations. However, there is no noticeable shortage of air transportation, and the activity of online aggregators is considered moderate.

An analysis of the client base shows that most travelers are looking for the optimal balance between price and quality, understanding the value of reasonable compromise. Around 60% are willing to pay for quality, but within a defined budget. VIP clients and those choosing solely based on the lowest price represent a very small share.

For successful performance this season, Fathi Mrad highlights several especially important factors. Personal relationships with hoteliers are of primary importance, allowing for quick resolution of any client issues. Continuous staff training through educational platforms and webinars is also critical. Particular attention is given to digital marketing. Finally, professional interaction on B2B platforms, where best practices can be shared across the industry, rounds out the list.

“Today, success in tourism depends on balancing tradition and innovation,” notes Fathi Mrad. “It is the only way to guarantee impeccable service for clients.”

---

Tourist Season 2025: A View from Georgia

According to Mamuka Jikia, an experienced head of the Georgian tour operator Novatour with 20 years in the industry, the current 2025 season is marked by several distinct trends. Traditional destinations continue to lead the market: tourists actively choose beach holidays in Türkiye, sunny Egypt, historically rich Greece, the luxurious UAE, and the exotic Maldives.

However, the 2025 season is not without its challenges. Major difficulties stem from transportation restrictions, including a reduced number of flights and changes to established routes. Visa issues have also become a serious concern, as many countries have tightened requirements and extended processing times. Additionally, growing competition from large online aggregators demands greater attention from travel agencies and tour operators to the quality of their services.

Today’s tourists fall into four main categories: 10% are VIP clients, 50% value quality but have budget constraints, 25% seek a balance between price and quality, 15% choose solely based on the lowest price, often at the expense of comfort.

To succeed under these conditions, the expert recommends focusing on three key areas. First, continuous learning and professional development through participation in specialized industry events is essential. Second, it is important to make better use of B2B platforms, which significantly enhance a tour operator’s potential. Finally, special attention should be given to the development and implementation of effective incentive programs for partner agencies.

As Mamuka Jikia emphasizes, in a rapidly evolving market, only up-to-date knowledge and strong, reliable partnerships can ensure sustainable success.

---

Tourism Season 2025: Realities and Prospects

Reda Ammar is a seasoned professional with 20 years of experience in the tourism industry, specializing in Sahara tours and cultural excursions. As Sales and Marketing Manager at Touring Voyages Algerie, he actively promotes Algeria as a unique destination that masterfully blends rich cultural heritage with thrilling Sahara adventures.

His expertise allows him to accurately identify current market trends and the expectations of travelers seeking the best value for money. In 2025, the industry is showing steady growth, quickly adapting to evolving economic realities and the shifting demands of modern tourists.

Despite increasing competition, Algeria continues to stand out thanks to its cultural depth and the captivating landscapes of the Sahara. However, success in today’s market requires constant product innovation. A key trend is the rise of combined tour packages, merging historical sightseeing with adventure-based activities.

In the current landscape, strong B2B relationships are more crucial than ever. Mutually beneficial cooperation with hotels and local operators enables agencies to offer clients exclusive experiences and flexible pricing. A win-win strategy is no longer just a buzzword—it’s a prerequisite for sustainable business.

In 2025, digital marketing has reached new heights. Beyond traditional advertising tools, virtual tours, AI-powered travel assistants, and personalized itinerary recommendations are playing an increasingly important role. Trend monitoring, solid partnerships, and creative digital solutions form the three pillars of success. Agencies that are ready to transform quickly don’t just survive the intense competition—they are setting new industry standards.

---

Sergey Agafonov CEO of “Last Minute Tours LLC” (Сеть Магазинов Горящих Путевок), with 28 years of experience in the travel industry, analyzes the current 2025 season. In his view, the traditional top three destinations remain unchanged: Türkiye firmly holds first place, followed by domestic tourism within Russia and Egypt sharing the second and third spots.

The main risks of the season are related to the ongoing effects of sanctions, although the situation with air travel is gradually stabilizing. Visa regulations have become more stringent—processing now takes about a month, and visas are issued strictly for the travel dates.

A notable feature of the season has been the entry of new players into the tourism market—banks and online marketplaces. However, their attempts to mass-sell package tours have so far seen little success due to a lack of professional expertise in this highly specialized field. The core mass-market traveler continues to seek the best value for money, although the VIP segment remains active.

In a rapidly evolving tourism landscape, successful agency operations require a comprehensive approach. It is essential to build and maintain direct relationships with hotel representatives, enabling quick resolution of client issues. Continuous professional development is equally important. The current environment calls for active use of digital tools—from social media to targeted advertising. The development of the B2B segment is gaining particular importance through specialized platforms such as HelloOtel, which open new opportunities for professional growth and collaboration.

According to the expert, despite all the changes, the fundamental principles of the tourism business remain the same: professionalism, customer orientation, and the ability to adapt to new realities.

---

Kyrgyzstan in the 2025 Tourist Season: New Opportunities

According to Aizhan Amangeldieva, Chief Specialist of the Tourism Development Support Fund of Kyrgyzstan, the year 2025 has become a turning point for the country’s tourism industry. The current season shows steady growth in demand for niche tourism experiences. Cultural and educational tours along the Great Silk Road and programs introducing nomadic traditions are in demand year-round. Seasonal activities are distributed as follows: trekking and mountaineering (April–October), beach holidays (May–September), and ski tours (December–March).

The main challenge remains transportation accessibility (rated 6 out of 10), particularly in remote regions. However, the visa regime remains liberal, and air connectivity is stable.

Currently, most tourists (70%) seek services offering an optimal balance between price and quality. Additionally, 40% are willing to pay more for enhanced comfort and unique experiences. The premium segment accounts for 30%, while 20% prefer budget-friendly options.

Key priorities for the 2025 season include strengthening industry partnerships, offering personalized services for VIP clients, active promotion through social media, and maintaining ecological balance. Direct relationships with hotels and a focus on traditional (offline) training methods also play a significant role. B2B cooperation is developing rapidly, enabling the exchange of professional expertise.

“Kyrgyzstan offers unique tourism products,” says Aizhan Amangeldieva. “Our mission is to maintain a balance between infrastructure development and the preservation of natural heritage.”

---

Tourism Season 2025: Realities of the Southern Market

Natalia Gamenko, Deputy Director of Sales with over 20 years of experience in the travel industry, observes that in 2025, traditional demand remains strong for departures from southern airports. Türkiye, Egypt, the UAE, and Thailand continue to lead the charts. A noteworthy newcomer this season is Sri Lanka, which has gained popularity among tourists from Russia’s Southern Federal District. For travelers flying out of Moscow, the Maldives, Indonesia, China, and other exotic destinations are particularly appealing.

The 2025 season also brings several challenges: a shortage of available flights, inconvenient layovers, widespread flight cancellations (FlyDubai’s New Year cancellations left a lasting impression), and stricter visa regulations. Many countries, including Cyprus and several European nations, have significantly tightened entry requirements. Combined, these factors create a complex environment for travel agencies.

Another trend this season is the emergence of large aggregators; however, their market impact remains limited for now. Most travelers continue to rely on professional travel agencies, valuing their personalized service and expertise.

An analysis of the customer base reveals several distinct categories. Around 20% are VIP clients willing to pay for premium service. The majority (60%) are travelers seeking the best value for money. Another 20% opt for budget-friendly options while still considering overall quality. Clients focused solely on the lowest price are extremely rare.

To remain effective under current market conditions, travel agencies must build direct relationships with hoteliers, invest in staff training, implement digital tools, engage in B2B industry communication, and combine online solutions with traditional familiarization tours.

---

Tourism Season 2025: Realities and Prospects

Ekaterina Egorova, CEO of the Moscow-based FAETON Line Travel Agency with 25 years of industry experience, shares timely insights into the current tourism season. According to her observations, the traditional destinations—Türkiye, Egypt, and the UAE—continue to dominate in 2025.

The key risks this season are distributed as follows: Visa challenges (7/10): Stricter entry regulations continue to complicate travel planning, Flight limitations (6/10): Unstable schedules remain a persistent headache for tour operators, Aggregator pressure (5/10): Digital giants are increasing competitive pressure on traditional businesses.

However, a welcome surprise in 2025 has been the near elimination of flight availability issues (1/10), marking a significant improvement from previous years.

Travelers have become highly selective. Only 3% fall into the VIP category, while the majority are thoughtful tourists seeking the best balance of price and quality. Just 10% of travelers are solely focused on the lowest cost, disregarding service quality.

Egorova emphasizes the critical importance of direct communication with hotel managers to swiftly resolve operational issues. Continuous staff training through webinars and workshops—especially for young professionals—is becoming essential for success. Digital promotion is also a top priority, including work with reels and stories, as well as active engagement in the B2B segment through platforms like HelloOtel, which facilitates knowledge exchange and sparks new ideas for business development.

---

Analysis of the 2025 Season by Jalal Ismailov, General Director of the Azerbaijan Tourism Bureau Representative Office in Russia

According to current data for the 2025 season, beach tourism continues to lead among tourist preferences. For Azerbaijani travelers, a stable top three destinations has emerged: Türkiye remains the undisputed leader, followed by Russia in second place—thanks to its cultural tourism offerings and historical ties—and Georgia in third, attracting travelers with its geographic proximity and Black Sea resorts. Growing interest is also noted in destinations such as Serbia and Montenegro in Europe, Kazakhstan and Uzbekistan in Asia, and Qatar in the Middle East.

Transport links between Russia and Azerbaijan are seeing peak activity: AZAL operates 28 weekly Baku–Moscow flights, Aeroflot runs 14 per week, and additional flights are available from cities like Yekaterinburg, St. Petersburg, and Tyumen. The visa regime remains liberal: most of the popular destinations for Azerbaijani travelers—including Türkiye, Georgia, and Russia—do not require a visa.

This season, competition between digital aggregators and travel agencies continues: the former lead through volume and special conditions, while agencies stand out by offering better service and responsiveness.

Azerbaijan welcomes a wide variety of tourists—from VIP guests to transit travelers—but the premium segment remains the most resilient to currency fluctuations.

Throughout the 2025 season, travel agents are consistently improving their skills through webinars and conferences, actively adopting digital tools, and strengthening B2B partnerships with hotels and tour operators. The key success factors in 2025 are professional adaptability, deep expertise, and the ability to combine tradition with innovation.

---

Tourism Season 2025: An Expert Perspective

Yury Makarevich, Deputy Director of Dorogoby LLC with 18 years of experience in tourism, shares his insights on the current season. Türkiye remains the undisputed leader in demand, thanks to its Mediterranean and Aegean resorts. A major highlight is last year’s newcomer—the “Egyptian Maldives” in El Alamein—which is showing a record number of repeat visitors. The UAE, Qatar, and Egypt’s classic resort destinations also continue to be popular.

In Belarus, the primary flight program is operated by Belavia, offering routes to Türkiye, the UAE, Egypt, and other countries. Additional options are provided by Flydubai, with direct flights to Dubai and access to exotic destinations via connections. With minimal risks related to air travel, tourists are primarily concerned about weather conditions at resort locations.

Belarusian travelers mostly prefer family vacations with a strong emphasis on child-friendly infrastructure. Mid-range hotels with good service remain top sellers, while niche tourism products are also gaining popularity. Given the short summer season, high-quality beach holidays are particularly in demand.

For travel agencies, direct contact with hotel managers remains critical for resolving non-standard issues. Continuous staff training, in-depth product knowledge, and participation in professional events—including HelloOtel forums—are essential for success. Effective use of digital marketing tools has also become a key factor.

Working in the B2B segment opens up new opportunities for professional growth and experience sharing. Today’s tourism landscape demands a comprehensive approach that blends traditional methods with innovative solutions.

---

Alla Glyva, a tourism expert with 25 years of experience, founder of Turbar Lounge, coach, and blogger, shares her analysis of the travel market in 2025.

For Ukrainian travelers, tours departing from Chișinău have recently become attractive due to their lower prices—but they come with certain nuances: low-cost airlines often experience flight delays, and last-minute departures can be complicated by inconvenient transfers.

European destinations also have their drawbacks. Many tourists face variable airfares from low-cost carriers and strict baggage policies. Furthermore, partnerships with European tour operators often yield lower commissions, making these destinations less profitable for travel agencies.

Another challenge lies in working with Ukrainians living abroad, who prefer to pay for tours in euros. Not all travel agents—especially those registered as sole proprietors (FOPs) in Ukraine—can process such payments technically, limiting their potential client base.

Bus tours remain popular thanks to their affordability and ease of organization: a traveler simply boards in one city and disembarks in another. However, this format has significant downsides: 

Long journeys that exhaust even seasoned travelers;
Border complications such as queues, delays, and extra inspections;
Technical malfunctions that can disrupt the trip entirely;
Lower comfort levels compared to air travel, especially at a low average price point.

Despite these disadvantages, demand for bus tours remains strong, especially among budget-conscious travelers.

The pandemic accelerated the digital shift: video content has become the primary sales tool. Short videos (Reels, TikToks) engage viewers, YouTube reviews provide detailed presentations of tours, and live streams create a sense of immediacy. The key to success lies in expertise—deep knowledge combined with energetic delivery builds trust and drives the desire to book with you.

---

In recent times, Azerbaijan’s tourism industry has faced significant challenges. Military conflicts between India and Pakistan, as well as between Israel and Iran, have led to an approximate 40% decrease in inbound tourist traffic. The situation has been further aggravated by the cancellation of most direct flights from these countries, as well as from the UAE, severely limiting travel opportunities. However, despite these difficulties, Azerbaijan retains key competitive advantages — most notably its simplified visa application process via the online platform asanvisa.az, considered one of the most user-friendly systems globally.

An essential aspect of tourism development lies in the cooperation between travel agencies and reliable travel package platforms. This approach minimizes the risks tourists may face due to unforeseen circumstances, while providing agencies with a stable source of income. This is especially relevant for the budget travel segment, where clients seek the best value for their money. For example, Atlas Hotel Baku is specifically oriented toward such guests — those who value comfort but must remain budget-conscious.

For travel agencies, maintaining strong communication with hotels is absolutely critical. Regular updates on current prices, renovations, special campaigns, and promotions allow agents to offer their clients the most up-to-date and beneficial options. In a highly competitive market, speed and accuracy of information are key success factors.

In terms of global trends, 2025 shows growing demand for destinations far from conflict zones. Tourists now prefer countries such as Türkiye, Thailand, and European nations where safety and stability are assured.

The role of social media in modern tourism cannot be underestimated. Social platforms have become not only marketing tools, but also essential channels for feedback. Through social media, travelers can quickly access information about hotels, read authentic guest reviews, and see how hotels respond to customer feedback. This transparency plays a crucial role in building trust and customer loyalty.

B2B platforms have also become an integral part of hotel and travel agency operations. Atlas Hotel Baku actively collaborates with HelloOtel, a platform that brings in guests from Russia, Belarus, Kazakhstan, and Uzbekistan. At present, Atlas Hotel is the only property in Baku listed on the platform, giving it a distinct competitive edge. B2B platforms are increasingly vital to the tourism industry, and their importance is set to grow. Success in this space largely depends on the strength of partnerships between system owners and travel agencies.

---

Tourism Season 2025: Expert Insights from the Kazakhstan Tourism Association

Rashida Shaikenova is a leading figure in Kazakhstan’s tourism industry. As Director of the Kazakhstan Tourism Association (KTA) and President of the Kazakhstan Association of Hotels and Restaurants (KAGiR), she brings extensive experience and a deep understanding of contemporary trends in travel and hospitality. In this article, Rashida Shaikenova shares her expert analysis of the 2025 tourism season, outlines key risks for the market, and offers practical recommendations for travel agencies and hoteliers. What are the most in-demand destinations? How is digitalization reshaping the industry? And what skills are essential for today’s tourism professionals?

Read exclusive insights from one of the sector’s most respected voices.

The year 2025 marks a new phase for Kazakhstan’s tourism market. The official designation of the China Tourism Year has strengthened Asia-bound travel both inbound and outbound. Visa-free travel for 84 countries and an open skies policy have significantly improved transportation accessibility, while the country’s main air hubs—Nur-Sultan and Almaty—offer direct flights to dozens of destinations. This season, Asian countries are experiencing record growth in tourist flows and are setting global tourism trends. The most popular destinations include: Thailand, attracting travelers with its unique blend of exotic culture, luxury beaches, and rich traditions; Vietnam, known for its affordability, stunning nature, and authentic experiences; Bali (Indonesia), a top choice for fans of premium resorts, natural beauty, and spiritual retreats; Sri Lanka, offering a perfect mix of beach holidays, natural landmarks, and ancient cultural heritage; Japan, impressing with its harmony of advanced technologies, age-old traditions, and unique landscapes.

These destinations are shaping a new direction in the tourism market, meeting the demands of the most discerning travelers.

Sustainable development and responsible consumption have become central to the modern tourism industry. At the same time, the all-inclusive format remains in demand, relieving tourists of concerns about extra expenses.

There is a noticeable shift in traveler preferences—more people are choosing lesser-known destinations over overcrowded capitals. For example, Reims in France and Brescia in Italy are gradually replacing Paris and Milan on must-visit lists.

Film tourism is experiencing a real explosion: locations from The Lord of the Rings in New Zealand and The Witcher sets in Eastern Europe are attracting crowds of fans. The release of upcoming films and TV series continues to fuel interest.

There is also strong demand for natural phenomena, from the Northern Lights in Scandinavia to the glowing beaches of the Maldives.

At the same time, digitalization is reaching new heights: Instagram and TikTok have become full-fledged platforms for instant tour bookings.

Kazakhstani tourists today are experienced travelers who understand service quality and value for money. Their priorities include beach holidays, health and wellness tourism, and rich excursion programs. International partners note their curiosity and friendliness.

Most Kazakhstanis choose affordable tours but are clearly aware of the difference between budget and quality options. Two main groups stand out in the market: those willing to pay for premium service without limits, and those looking for the best balance between price and quality.

A special segment is youth under 35, who prefer the cheapest options and organize trips themselves via online platforms. VIP tourists make up about 1%, while independent young travelers account for 5–6%.

The modern tourism market faces a number of challenges that require professional assessment. The shortage of transport capacity, where demand exceeds supply, is gradually being resolved through market adaptation. Transportation services are increasingly meeting traveler needs, especially on popular seasonal routes. The open skies policy continues to prove effective, attracting new international carriers and boosting competition among airlines. In the near future, low-cost carriers like EastarJet, SpiceJet, and T’way Air are expected to enter the market, further stabilizing prices and expanding route networks.

Potential restrictions on air travel due to security concerns remain a significant risk. Limitations on key international routes could reduce tourist flow and affect Kazakhstan’s competitiveness. However, active development of air connectivity and continuation of the open skies policy provide a strong buffer against such risks.

The visa issue is gradually becoming less acute thanks to consistent efforts to liberalize the visa regime. The signing of visa-free agreements with several countries, including the recent agreement with Thailand (effective February 24, 2025), has greatly simplified entry for foreign tourists. This policy not only reduces administrative barriers but also boosts tourist flows and strengthens Kazakhstan’s position in the global tourism arena.

According to the legislation of the Republic of Kazakhstan on tourism activities, travel agencies act as intermediaries between travelers and tour operators. In this system, establishing personal contacts with hotel management is not a primary task for travel agents. Their main responsibilities are ensuring that contractual obligations are fulfilled, providing clients with complete information about available tour products, and offering professional consultations on services developed by tour operators.

In contrast, for tour operators who develop travel packages directly, establishing business relationships with hotels and other service providers is of strategic importance. These contacts determine cooperation terms, product quality, and competitive advantages in the market.

Ongoing professional development in customer acquisition and database management is becoming critically important for travel agents. In a rapidly transforming tourism market and amid growing competition, professionals need continuous training that includes mastering modern sales techniques, improving client-oriented service, creating tailored solutions, and enhancing customer experience. Special attention should be paid to adopting digital tools for client base management, which is key to maintaining competitiveness and delivering high-quality service.

KTA and KAGiR actively participate in organizing and conducting various industry events. Their experience includes successful organization of international tourism and hospitality forums in major Kazakhstani cities. They have a pool of qualified experts, and many association members are themselves professional trainers in various aspects of the tourism industry. Regular participation in workshops and partner discussions enables knowledge sharing and expert evaluation, which contributes to the sector’s professional development.

While online formats have retained their popularity since the pandemic due to convenience and wide reach—especially when physical presence is difficult—the industry is increasingly leaning toward in-person meetings. Offline events allow participants to experience the unique energy of face-to-face communication, build stronger business relationships, and engage more deeply with professional topics.

KTA follows a hybrid event strategy, combining the advantages of both formats. This approach allows for participation from both local and international players, creating an inclusive platform for knowledge exchange. In today’s conditions, this model has proven effective in meeting the diverse needs of the professional community.

Personal meetings are particularly important in tourism and hospitality, where the human factor and atmosphere play a decisive role. Therefore, when planning events, we aim for an optimal balance between digital and traditional formats, taking into account the specifics of the industry.

In today’s tourism business, short video formats have become a powerful marketing tool. Their visual appeal and dynamic nature are especially effective for engaging young audiences—the main target group on social media.

KTA places special emphasis on training professionals to work with these formats by including relevant modules in its educational programs. Mastering modern digital tools allows agencies to respond quickly to market trends, strengthen their market position, and build long-term relationships with clients. A modern tourism manager must be proficient in multi-platform solutions. One of the most important tools in this regard is HelloOtel—a convenient, multifunctional platform that significantly simplifies the work of industry professionals. Today’s expert is a versatile professional, equally comfortable working with both traditional sales channels and digital marketing solutions.