January 2026 analysis from Baginet by recent meetings with travel agencies show a pragmatic preference for value, convenience, and certainty. This review is based on direct conversations with 136 tour agency representatives (general managers and senior travel consultants) across 7 cities in four countries. The geographical breakdown of the agencies surveyed is as follows: Russia – 55.6% (covering four cities: Novosibirsk, Tyumen, Ryazan, and Izhevsk), Uzbekistan – 27.8% (all from Tashkent), Armenia – 11.1% (all from Yerevan), Azerbaijan – 5.6% (all from Baku).
The UAE: Undisputed Leader
Almost every agency interviewed named the UAE as its top‑selling destination, with demand holding steady even through the summer heat. Dubai continues to generate the highest volume of bookings, but agents consistently report that tourists are now exploring other emirates – Sharjah, Fujairah, Abu Dhabi, and notably Ajman. The reasons are straightforward: visa‑free entry, abundant direct flights from regional cities (especially Novosibirsk), and a wide range of hotel options that suit both luxury seekers and budget‑conscious families. Ajman, in particular, is praised for its proximity to Dubai (many hotels offer complimentary transfers for shopping excursions), its clean beaches, and its noticeably lower price point compared to the glitzier neighbour.
Turkey Losing Ground; Other Favourites Hold Steady
Several managers noted that Turkey, once the undisputed champion of Russian beach holidays, is losing its lead. The primary culprit is rising costs – vacations in Turkish resorts have become significantly more expensive, pushing price‑sensitive tourists towards the UAE. Still, Turkey remains in the top three, alongside Egypt and Thailand. Vietnam, the Maldives, and Sri Lanka are also regularly mentioned, though they trail behind the main trio.
Europe: Challenges and Opportunities
The most frequently cited obstacle is the Schengen visa bottleneck. Greek and Italian destinations remain popular in principle, but frequent rejections make them less reliable for agencies. This reinforces the appeal of visa‑free destinations like the UAE, Turkey, and Egypt.
Regional Nuances (Russian Cities)
The picture varies slightly by city, shaped by flight availability and local agent experience.
- Novosibirsk (Siberia) benefits from regular direct flights operated by S7 Airlines and Fly Dubai, allowing agencies to offer both standard package tours and tailor‑made “flight + hotel” combinations. Managers here actively sell Ajman, Sharjah, and Fujairah, and many express strong interest in fam trips to Ajman – a sign that hands‑on product knowledge directly boosts sales.
- Ryazan (Central Russia, outside Moscow) agents see a similar trend, with the UAE, Vietnam, and Turkey as top sellers. Fam trips, presentations and educational events are viewed as essential tools. As one Ryazan director put it, “Once you’ve seen it, you sell it with conviction.”
- Izhevsk (Urals region) reports a growing number of domestic tour requests, but international bookings remain robust. The upcoming opening of an international terminal in 2026, with direct flights to Dubai, is expected to further stimulate UAE sales.
- Tyumen (Western Siberia) – though represented by fewer entries – echoes the same pattern: the UAE is in steady demand, though agents note that prices have recently risen. Package tours remain the dominant booking format here.
This sales analysis is derived from de-identified data collected during meetings conducted by Baginet, a creative advertising and consulting agency specializing in tourism representation and marketing for international hotels and destinations. A core part of Baginet's work involves direct, face-to-face engagement with the travel agent community. On average, Baginet's team conducts over 100 face-to-face meetings with travel agencies across Russia and the CIS every month.
