In 2026, premium tourism within Russia will increasingly transition from clichéd conspicuous vacations toward bespoke formats. Travelers are deliberately choosing domestic trips not merely as a substitute for international travel, but as a chance to enjoy a tailored experience – marked by carefully designed itineraries, serenity, and minimal crowds. Russians are placing greater emphasis on privacy and ensuring their holiday is exclusively “about them and for them,” notes Olga Sidorova, travel expert at the Sodis travel agency.
She adds that the geography of demand is also shifting. Within the premium segment, interest is growing in small, intimate locations – glamping sites and boutique hotels in regions like Karelia and Altai, where bookings often fill up months in advance. Concurrently, event-based tourism in historic cities is developing, with travelers preferring immersive formats – such as private tours, estate visits, and unique local activities – over standard sightseeing. Another distinct trend is wellness travel, which combines relaxation with dedicated recovery programs, particularly in northern and nature-rich regions.
This evolution is making domestic tourism more sustainable and diverse. Russia is increasingly perceived not just as a collection of landmarks, but as a destination offering varied forms of recreation – from active itineraries to secluded restorative getaways. In 2026, this trend is expected to strengthen further, with demand moving toward smaller hotels, emerging destinations, and trips crafted around personal journeys rather than mass-market offerings.