Russia

country profile 

October 2024

Market specific information
 

Significance for Azerbaijan

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. In 2023, Azerbaijan was in the top 5 countries visited among the CIS countries by Russian tourists. Russians appreciate Azerbaijan’s history, culture, nature, hospitality, culinary, wine, ski, health treatment related opportunities, its modern look and ancient soul. 
 

Main holidays period

  • Summer holidays – 01.06 – 31.08
  • Autumn holidays – 28.10 – 05.11
  • Winter holidays/New Year Celebration – 30.12 – 12.01
  • Spring holidays – 05.04 – 13.04
  • May holidays (Russians combine sequent coming holidays on May 1st and 9th for vacation) – 01.05 – 11.05

 

Tourist Information


Profile of the tourist

The average age of a Russian tourist is 44.6 years. Russians between the ages of 30 and 50 travel most often (52%).


Holiday types

  • Sun and Beach Holidays: Popular destinations include Turkey, UAE, Egypt, Thailand, Georgia (including Abkhazia Region), Cuba.
  • City Breaks: as a weekend tour or during the transit flight using Baku as stopover destination. 
  • Cultural Holidays: High interest in museums, historical sites, and landmarks. 
  • Adventure and Sports Holidays: Activities like skiing as reason number one, diving, hiking, cycling.
  • Gastronomical Tours: Increasing interest in food and wine tours.
  • Wellness and Medical Tourism: Special interest in medical procedures and spa treatments. High class clients are looking for detox, weight loss programs.
  • Events and festivals: High interest in musical festivals (especially for singers and groups from EU and USA), sport events and etc.
     

Preferences

  • Language: Russians are more likely to travel to destinations where Russian language is widely spoken, most of clients over 60 do not speak foreign languages.
  • Good ski slopes for winter ski tourists and good beaches for summer leisure vacations. 
  • Cashless payment: Due to current sanctions on international payment cards Russians use local payment system and prefer the destination where they are applicable. Usage of services of the TA in Russia is increased, due to restriction on making international payments
  • Detailed Planning: Research extensively using online travel agencies, social media, and word-of-mouth. 


Average Spending

In 2023, Russian tourists spend on average $2,307 per person per foreign holiday.


Key travel audience

  • Families
  • Seniors 
  • Couples
  • Millennial generation


Information source

  • Social media (VKontakte, Telegram)
  • Friends’ recommendations (Word of Mouth)
  • Travel agencies
  • Online travel agencies (OTAs like Ostrovok.ru, MTS Travel, Yandex Puteshestvia)
  • Magazines
  • TV programs/ Radio 


Planning and travel decision period

Due to current unstable situations Russians (individual travellers) plan their vacations late. Short-term trips to close destinations, especially during weekends are also demanded by Russians to get away from business routine. 
However, the Russians who travel via travel agents purchase the packages 2-3 month prior to the travel time.


Means for purchase

  • Travel agencies
  • Online bookings
  • Direct bookings with accommodation providers


Distribution system

  • Online travel agencies (OTAs): Aviasales, Ozon Travel, MTS Travel, Tutu, Yandex Puteshestvia
  • Specialized providers: Ostrovok.ru, Sutochno.ru
  • Tour operators: FUN&SUN, PAKS and PAC Group. 
     

Special interest tourism

  • Specialized tour operators (active sports, wine, golf, MICE)


Travel duration

In 2023, the average duration of the main vacation among Russians was around 7 days.


Travel trade information


List of leading tourism companies

  • ANEX Tour
  • FUN&SUN
  • Intourist
  • PAKS
  • PAC Group
  • Space Travel
  • Russian Express
  • Jet Travel
  • Tez Tour
  • Pegas Touristik

 

Direct flights

Updated information about flight connectivity can be found on the interactive board of the State Tourism Agency of the Republic of Azerbaijan.


Major events in the market

  • Moscow International Travel & Tourism Exhibiton (MITT) every March
  • Luxury Travel Market (LTM) every September/February
  • Otdykh Leisure every September
     

ATB events

 

Russian tourists in Azerbaijan: Key insights


Arrivals

The number of Russian arrivals to Azerbaijan increased steadily from 685,555 in 2015 to 932,984 in 2019, representing an overall growth of approximately 36% over this period.
From 2021 to 2023, the numbers started to recover post-pandemic, with arrivals increasing by 39.93% in 2023 compared to 2022, indicating a strong recovery trend.

 

Source: State Migration Service

Statistics

 

Purpose of Visit

53% of Russian visitors to Azerbaijan travel for leisure and entertainment purposes, while 32% visiting friends and families. 


Average Spending

The average Russian tourist spends 1,577 AZN in Azerbaijan, with 42% of their budget allocated to transport, followed by food (22%) and accommodation (17%). Russians are among TOP 10 for travel expenses (TOP 5 are Chinese, USA, Germany, UK and France).


Length of Stay

In 2023, 43% of Russians stayed in Azerbaijan for 1-3 nights, while 30% stayed for 4-7 nights.


Popular Regions

The most visited regions by Russians in Azerbaijan are Guba, Gusar, Gabala, Sheki, Ismayilli, Ganja, and Naftalan.


Tourist Preferences and Interests

Russian tourists visiting Azerbaijan exhibit a strong preference for a variety of cultural and historical experiences, encompassing architectural landmarks, nature tourism, culinary delights and wine, festivals, and events. 

Products of Azerbaijan that connect to the Russia market can be grouped into “Fits all” – products that all first-time visitors should see or experience, “Add-ons” – products that can be seen or experienced with longer or repeat visits, and “Tailored” – products that are considered of specific relevance to the market.

 

Fits all

Add-on

Tailored

Monument & Historical Buildings

 
  • Baku’s Old Buildings
  • Shirvanshah’s Palace
  • Ateshgah Temple
  • Gobustan Reserve
  • Mud Volcanes
  • Yanardag Reserve
  • Khinalig Reserve
  • Shaki Khan Palace

 

 

Museums & galleries
  • Heydar Aliyev Centre
  • Carpet Museum
  • Ali Shamsi Studio
  • Miniature book museum
  • National History Museum
  • Museum of Modern Art
  • Shamakhi Astrophysical Observatory

 

Medical Tourism
  • Naftalan
  • Lankaran
  • Qalalti
  • Gabala (Chenot Palace)

 
  • Duzdag

 

Festivals & Events Tourism

 
  • Formula 1
  • Concerts
  • Sport events

 
  • Dream Fest

Cultural & Culinary Experiences

 
  • Visiting local bazaars
  • Culinary centers
  • Sheki baklava shops
  • Lankaran Citrus Valley
  • Black caviar tours
  • Gastro tours (incl. Slow Food in North-West Regions)
  • Wine tours in Meyseri, Savalan, Chabiant and Khan Winery
  • Nij village (Udi / Caucasian-Albanian)
  • Basqal village (national heritage)
  • Sim village (Talish)
  • Ivanovka village (Russian Molokan)
  • Red village (Mountain Jews)

 

Sports

 
  • Water sports in Caspian Sea
  • Ski Activities
  • Zip line
  • Roller coaster

 

Russian tourists exhibit lower interest in ethnic and rural tourism and birdwatching activities in Azerbaijan.

 

Additional information
 

Russian outbound tourism forecast

The growth in outbound tourism is estimated to be 10 million people by the end of 2024. Russians can expect further shifting of the destination vector towards Asian countries, including for event-based tourism. The interest in non-standard travel options is growing as well. For instance, the demand for caravanning or RV (recreational vehicle) travelling is on the rise.

 

Top tips for the Russian market

  • Short city breaks/ weekend trips to Baku and regional city are promoted for high-end segment from big-sized cities, such as Moscow and St. Petersburg. Cooperation with leading Tour operators based in Moscow and St. Petersburg is preferable.
  • Long-term travel to regional cities and Baku for middle-end segment from secondary cities, such as Ekaterinburg, Kazan, Samara, Novosibirsk, Krasnodar, and others. Cooperation with Travel Agencies in regional cities is preferable.
  • Implementation of marketing strategy for Russian market can be realized by focusing on high-end and middle-end traveller segments targeted upon on geographic focus. 
  • The best time for booking travel is starting from March for Summer season and starting from September for winter season. 
  • Currently Baku is considered as a stopover destination for Russians traveling to Europe. Stopover duration in Baku is 2-3 days
  • MICE potential of destination can be promoted via related marketing channels. 


Contact person

Jalal Ismayilov, Head of Branch office in Russia.