Summer 2025 is shaping up to be the season of “quiet tourism” in Russia. Instead of crowded resorts and major tourist hubs, more Russians are choosing eco-friendly, slower-paced getaways in small towns, countryside cabins, and rustic-style hotels. The trend is especially strong among millennials aged 35–44, who now account for nearly half of all bookings in this segment, according to new research from MegaFon and the hotel booking platform Ostrovok.
Small-Town Travel on the Rise
Bookings in Russia’s smaller cities have climbed 7–15% year over year. Some destinations are seeing even sharper growth:
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Rybinsk — up more than 30%
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Pereslavl-Zalessky and Rostov Veliky — up 15%
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Pskov and Kislovodsk — up 10%
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Suzdal, Kostroma, Vyborg, and Veliky Novgorod — up 7%
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Sergiev Posad — up 5%
Analysts say travelers are drawn to places that preserve historic charm and cultural authenticity, while offering a calmer pace of life. At the same time, these small towns are expanding their hospitality infrastructure, often styled in traditional Russian aesthetics.
Izbas and Eco-Lodges in Demand
One of the biggest travel trends of the season is the traditional Russian izba stay—a modern twist on the old wooden village house. Interest in this format has surged, with online traffic for izba-style accommodations up 23% compared to summer 2024. Eco-hotels and glamping sites are also booming, catering to those seeking nature immersion without sacrificing comfort.
Who’s Choosing Quiet Escapes?
Interestingly, women slightly outnumber men in this travel segment—52% vs. 48%.
The Takeaway
The rise of quiet tourism reflects a shift in how Russians want to spend their vacations—less hustle, more heritage, and deeper connections with local culture and nature. For many, it’s about finding peace, authenticity, and balance far from the crowds.
published 2025-08-27 19:19:19
