Russia
country profile
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Russia is a key target market for tourism sector in Azerbaijan the importance of which is currently growing witnessing the rise in the number of guests after the pandemic period.
Meaning for Azerbaijan
Azerbaijan is one of the most visited destinations in CIS for Russian tourists. In 2022, Azerbaijan was in the top-5 countries visited among the CIS countries by Russian tourists. Russians appreciate Azerbaijan’s history, culture, nature, hospitality, culinary, its modern look and ancient soul. Russians can directly fly from Moscow, St. Petersburg, Novosibirsk, Kazan, Krasnoyarsk, Ufa, Samara, Yekaterinburg, Rostov-na-Donu, Grozniy, Sochi, Volgograd, Makhachkala, Surgut, Astraxan, Mineralnye Vody, Tyumen, Perm to Baku.
Holiday Dates 2023–2024
29.12-12.01 New Year holidays
23.02 Defender of the Motherland Day
08.03 International Women Day
01.05 Spring and Labor Day
09.05 Victory Day
12.06 Day of Russia
04.11 National Unity Day
Main holiday periods:
01.06-31.08 Summer holidays
30.12-10.01 Winter holidays/New Year Celebration
28.10-05.11 Autumn holidays
23.03-31.03 Spring holidays
01.05-09.05 May holidays (Russians combine sequent coming holidays in May 1st and 9th for vacation)
The Russian guest
Average age 38.3 years, having language barriers, in TOP-10 largest spenders in the world.
Information sources: Internet, friend’s recommendation, videos, magazines, TV programs, social networks.
High online usage: Telegram and WhatsApp are main means of communication in the Vacation due to high roaming charges; high Wi-Fi dependency for telephony, online apps, social networks.
Travel decision: late booker - 80% of holidays are sold in the last moment before. However, the Russians who travel with family mostly plan their trips beforehand.
Means of transport: Russian tourists mostly travel by plane (92%)
Main holiday interests: beach vacations, city holidays, family/children resorts, wellness medical treatment, sport events.
Activities: sightseeing, spending time at the beach, going to the restaurants and clubs, doing shopping. Most of Russians travel with partner or friends or as a family with children.
Preferences for destination decision: good weather, beaches, non-visa regime, no language barrier, hospitality, gastronomy, architecture, excellent range of 4-5 stars hotels, while youngers prefer renting apartments via internet.
Most visited places: Baku, Absheron, Shaki, Guba, Gusar, Lankaran, Gabala and Naftalan.
Marketing Strategy 2023-2024
Implementation of marketing strategy for Russian market will be realized by focusing on high-end and middle-end traveler segments targeted upon on geographic focus. The marketing strategy contains the partnership with key market players, marketing campaigns targeted on selected segments, online and printed media coverage, organization of familiarization trips, participation in international tourism fairs and road shows in Russia.
Product / Market / Combinations
The average duration of travel is 7 days. Short-term trips to close destinations, especially during weekends are also demanded by Russians to get away from business routine. Sun & Beach is priority for Russians, they prefer locations with a variety of leisure and culinary offerings as well as high-quality excursion to historical places and shopping possibilities. They have special interest to go for wellness medical treatment and sport events.
Statistics
|
2017 |
2018 |
2019 |
2020 |
2021 |
2022 |
|
853,082 |
878,391 |
932,198 |
225,214 |
257,959 |
446,831 |
Contacts
Regional Manager for Russia and CIS markets
Nuray Ahmadova