August 2026 proved to be a month of cautious recovery and shifting preferences across the Russian and CIS travel agencies. Based on face‑to‑face interviews with 206 travel agents across multiple cities, a clear picture emerges: mass‑market beach destinations continue to dominate, while long‑haul and European destinations remain under pressure. Most agents expressed a degree of fatigue and caution. The summer season has been busy but not spectacular, and many are already looking ahead to autumn and winter.
The Unshakeable Leaders: Turkey, Egypt, Vietnam
Without exception, every agency visited reported that Turkey, Egypt, and Vietnam were the top‑selling destinations throughout August. Turkey, despite noticeable price increases, maintained strong demand across all budget segments. Egypt and Vietnam were frequently cited as reliable, affordable alternatives, with Vietnam often outperforming Thailand due to the latter’s rising costs. “Turkey, Egypt, Vietnam – that’s 99% of our requests right now,” said an agent from Moscow. Agents consistently noted that these three destinations are considered as safe, good value for money, and with well‑established flight programms. Several offices mentioned that Tunisia and China were also gaining traction, particularly for autumn bookings, with China climbing steadily in agent conversations.
The Slow Comeback: UAE
The UAE is gradually returning to the conversation, but recovery is slower than many had hoped. Following the lifting of tour sales restrictions in June, agents reported growing tourist interest – yet actual bookings remain hesitant. Several offices noted that while enquiries for Dubai and Sharjah are increasing, clients are still comparing prices and waiting for better deals. “Tourists are interested, but they’re not ready to book at the same rates as before,” an agent from Izhevsk said. Ajman – historically popular for its balance of affordability, beachfront hotels, and proximity to Dubai – was mentioned by many agents as a destination they want to sell again. However, the general attitude is more cautious optimism rather than immediate boom.
Emerging Interest: Central Asia (and Uzbekistan in particular)
While not yet a mass‑market product, Uzbekistan generated noticeable curiosity among agents, particularly for the autumn and spring seasons. Several agencies reported occasional group tour enquiries, and a few had already sold packages for the New Year holidays. The improved logistics – including new high‑speed trains and better road connections – were highlighted as positive developments. That said, most agents admitted that Uzbekistan is still a secondary choice. Price sensitivity remains a key factor: many tourists compare the total cost of an Uzbekistan trip with that of holidays in Turkey or Egypt and opt for the latter. “It’s a great alternative to Italy or Austria, but tourists need to see the value first,” an agent from Moscow said.
Niche and Luxury: Maldives, Zanzibar, and Seychelles
At the higher end, Maldives, Zanzibar, and Seychelles were mentioned by several premium agencies. These destinations are primarily booked by affluent clients, often for New Year or school holidays. Agents noted that enquiries for Zanzibar are growing, though actual conversions remain limited. China also featured prominently in premium discussions, with agents reporting increased demand for cultural and shopping tours, particularly among older travellers.
What Didn’t Sell: Europe
Europe, and Greece in particular – once a summer favourite – was almost entirely absent from booking sheets. Agents uniformly cited two insurmountable barriers: the lack of direct flights and the high cost and complexity of Schengen visas. “Greece is out of demand right now. Expensive visas, no direct flights – it’s simply not competitive,” another agent from Izhevsk said. Other European destinations fared no better. The general consensus is that until visa and logistics hurdles are resolved, Europe will remain a niche offering for the most determined travellers.
A total of 106 travel agency managers and senior consultants were contacted in person by Baginet during August 2026 across seven cities in Russia and the CIS. The sales calls covered Moscow, Kazan, Ryazan, Izhevsk, Mytishchi, Vladivostok, and Yerevan, with the majority of them conducted in Moscow, followed by Kazan and Ryazan as the next largest groups. Baginet Travel Barometer will continue to track these trends as the autumn booking season unfolds.
Baginet is 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.
