Travel barometer: June 2026 sales & trends
June 2026 analysis from Baginet by recent meetings with travel agencies across Russia reveals a polarized market. While mass-market beach destinations continue to dominate, there is a growing interest in unique, safe alternatives, particularly in Asia.
The analysis below is based on the June 2026 reports of sales calls made by Baginet with 139 travel agencies from 8 cities across Russia, as well as agencies in Armenia and Georgia. Moscow accounted for 36% of the meetings, while St. Petersburg represented 10%. Other Russian regions—including Samara, Astrakhan, Tyumen, Vladikavkaz, Nizhny Novgorod, and Yaroslavl—made up 49% of the sample. The remaining 5% came from agencies in Armenia (Yerevan) and Georgia (Tbilisi). This geographically diverse sample provides a comprehensive view of the current state of the Russian travel agency market.
The Current Heavyweights: Turkey, Egypt, and Asia
The reports consistently indicate that Turkey and Egypt remain the undisputed leaders in outbound tourism. They are frequently cited as the default options for clients and the primary focus for busy managers. Following closely are Southeast Asian destinations, with Vietnam and Thailand being mentioned as strong sellers, often as alternatives to temporarily closed or problematic markets.
The UAE, previously a top seller, has been mentioned as a source of stress due to "closed airspace" and a "halt in sales," pushing agencies to redirect clients to other destinations like Vietnam and Egypt.
The Decline of Europe
The once-popular European beach destinations, specifically Greece and Cyprus, are experiencing a significant downturn. Several agencies confirmed a sharp drop in demand, attributing it to "difficult flight logistics," "lack of direct flights," and high prices. Even with Greek visa centers present in some cities (like Samara), the logistical hurdles have diminished their appeal. In contrast, some individual European destinations like Italy are holding steady, though not at the volume of the mass-market leaders.
The Emerging Market: Uzbekistan
A consistent theme across the reports is the growing, albeit slow, potential for Uzbekistan. Most agents admit that sales volumes are currently low, but the interest is palpable. The key drivers for this potential are the direct flights from regional hubs like Samara and Moscow to destinations like Urgench and Tashkent is a massive selling point. Uzbekistan is rarely a top seller but is often seen as an excellent alternative for "golden months" (Autumn and Spring), school holidays, and for clients who have already visited the traditional mass-market destinations. Agents describe their typical Uzbekistan clients "self-travelers" looking for cultural experiences. However, the reports also show that Uzbekistan is not yet an easy sell. The market is fragmented, with only a few agents actively selling it. The primary challenge for the agent is that many clients book these trips independently.
Sales Channels & Agent Preferences
The reports reveal a clear preference among agents for packaged tours through major Russian tour operators (TO) like ALEAN, Coral Travel, Pegas Touristik, Tez Tour, and PAC Group.
A Market of Stress and Online Operations
The meetings paint a picture of a resilient but stressed industry. Managers are overworked, dealing with "rebookings of children's camps in Crimea" and the fallout from tech issues and sudden market shifts (e.g., the hacked Fun&Sun website). Many companies have transitioned to online operations, with the majority of staff working remotely.
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.
