Natalia Gamenko

Deputy Director of Sales

Rozovyy Slon Rashpilevskaya – Krasnodar, Russia

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.