Travel barometer: March 2026 sales & trends

March 2026 Sales Analysis by Baginet shows that the market is in a holding pattern, with travel agencies awaiting clarity on Middle East stability. A total of 137 interviews were conducted by Baginet team with general managers and managers of travel agencies across 6 countries: Russia (43.2%), Belarus (27.0%), Kazakhstan (10.8%), Armenia(10.8%), Georgia (5.4%), and Azerbaijan (2.7%). 

UAE sales are frozen

The UAE has traditionally been a top-selling destination across all markets, thanks to visa-free entry, direct flights, and a strong price–quality ratio. Most bookings for March–April were cancelled. Some tourists rebooked for summer (June onwards) and are taking a wait-and-see approach, especially in Chelyabinsk and Minsk.

Alternative destinations

The most common replacements for UAE tours are Egypt, Turkey, Vietnam, Thailand, China, and Sri Lanka. In Russia and Belarus, domestic tours and Georgia also gained traction. In Armenia, Georgia, and Azerbaijan, where the UAE was also a key winter destination, managers reported a shift towards European beach holidays (Greece, Cyprus, Montenegro) and Southeast Asia. 

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.