Russia is seeing a shift in domestic travel patterns this summer, with travelers increasingly choosing what researchers describe as “quiet tourism.” Instead of flocking to crowded resorts, many are opting for eco-friendly getaways in small towns, countryside cabins, and rustic-style accommodations.
The findings come from new research published in August 2025 by telecommunications company MegaFon and booking platform Ostrovok.
The study shows that travelers aged 35 to 44 account for nearly half of all bookings in this segment, with their preferences driving demand for both traditional and alternative lodging formats.
Bookings in smaller Russian cities have risen between 7 and 15 percent compared to last summer, with certain destinations showing even stronger growth.
Rybinsk recorded an increase of more than 30 percent, while Pereslavl-Zalessky and Rostov Veliky saw growth of 15 percent. Pskov and Kislovodsk experienced increases of about 10 percent, and Suzdal, Kostroma, Vyborg, and Veliky Novgorod recorded growth of 7 percent. Sergiev Posad followed with a 5 percent rise.
According to RusTourismNews, travelers are drawn to towns that emphasize historic preservation, cultural heritage, and a slower pace of life.
At the same time, local hospitality operators are expanding capacity and introducing offerings that combine traditional Russian aesthetics with modern guest expectations.
One of the fastest-growing segments is izba-style stays—modernized versions of traditional wooden village houses—which saw online traffic rise 23 percent year-over-year. Eco-hotels and glamping developments are also recording strong demand.
The demographic profile of this trend highlights the role of millennials, who account for 46 percent of bookings.
Travelers aged 45–54 represent 23 percent, while those aged 25–34 make up 16 percent. Gen Z and seniors combined account for 15 percent. Women slightly outnumber men in this segment, at 52 to 48 percent.
For outdoor hospitality operators in other regions, Russia’s “quiet tourism” trend underscores the growing appeal of authentic, small-scale, and eco-conscious experiences. The market shift suggests that travelers are prioritizing heritage, wellness, and nature immersion over high-density resort experiences.
Business owners in the glamping and camping may find opportunities in adapting similar strategies—integrating cultural authenticity, sustainable design, and modern comforts—to meet evolving traveler expectations.