New Turkish tourist segment: beauty-focused women’s groups visit Russia

A new category of Turkish tourists is coming to Russia—groups of women who combine sightseeing with cosmetic procedures, according to the Russian Association of Tour Operators (ATOR).

Turkish tourist flows to Russia are growing from a low base: 36,900 Turkish citizens visited for tourism in the first half of 2026, up 19.7% year on year. ATOR attributes demand to direct flights to Moscow, St. Petersburg and Kazan, plus e-visa availability. Turkish visitors are interested in architecture, theaters and winter experiences; a lack of Turkish-speaking guides remains a constraint.

Alongside business travelers, group-tour participants and independent tourists, ATOR now identifies women’s groups focused on shared experiences, self-care and unusual leisure. Operators offer excursions combined with master classes and cultural activities—such as matryoshka painting, carriage rides and photogenic palace programs—and individual itineraries that can include lip augmentation, spa and anti-aging treatments.

“The infrastructure is ready, direct flights are established, and the trend is positive,” said Kirill Sokolov of St. Petersburg-based operator Nevskie Sezony. In 2025, 68,200 Turkish tourists visited Russia.