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Russia

country profile

Azerbaijan Tourism Board

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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.

  • Short city breaks/ weekend trips to Baku and regional city will be promoted for high-end segment from big-sized cities, such as Moscow and St. Petersburg
  • Long-term travel to regional cities and Baku will be promoted to middle-end segment from secondary cities, such as Ekaterinburg, Kazan, Samara and others
  • MICE potential of destination will be promoted via related marketing channels

 

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

 

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© All rights reserved 2023. Azerbaijan Tourism Board.

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Azerbaijan Tourism Board
Uzeyir Hajibeyli street, 134
Baku, AZ1010, Azerbaijan.

© All rights reserved 2023. Azerbaijan Tourism Board.