Outbound travel from Russia increased by 15.4% in 2024 compared to the previous year, reaching 17.4 million trips, according to the Russian Association of Tour Operators (ATOR).
Turkey remained the most popular destination, capturing 38.5% of total Russian outbound travel, with visits rising 6.3% to 6.7 million.
However, a new agreement between Russia and China, signed during the recent Shanghai Cooperation Organisation (SCO) summit, could significantly alter future travel trends. Beginning September 15, Russian citizens will be able to travel to China without a visa for up to 30 days, a move expected to shift tourism dynamics in the region.
Visa-Free Access Could Reshape Demand
The visa waiver deal was confirmed by officials at the SCO summit and is intended to boost tourism and bilateral ties. Travel industry experts in Russia describe the agreement as a transformative development, particularly for China’s position in the Russian travel market.
The Russian Union of the Tourism Industry called the move “a historic turning point for the entire tourism market,” and predicted a surge in Russian tourist flows to China. “China is no longer an exotic destination but now an accessible one,” the union said, citing the country’s rich cultural heritage and major infrastructure investments as key draws.
Emerging Competition for Traditional Destinations
Currently, the United Arab Emirates holds an 11.4% share of Russian outbound travel, followed by China at 10.9%, Thailand at 10%, and Egypt at 8.5%. With the visa exemption coming into effect, tourism stakeholders expect China’s share to rise significantly in the near term.
Artur Muradyan, Vice President of the Russian Association of Tour Operators, said the visa-free regime could boost outbound travel to China by 30–40%. “Travel to China has become as accessible as Turkey or the Middle East,” said Muradyan, adding that the Chinese market now holds strategic importance for the sector.
Turkey Maintains Top Spot—for Now
Despite emerging competition, Turkey continues to dominate Russian tourism due to its visa-free access, affordability, and well-established resort infrastructure. The 6.7 million Russian visitors in 2024 mark a consistent rise in interest, although the long-term picture may change if China’s appeal continues to grow under the new agreement.
Industry analysts suggest that China could reach similar popularity levels to Thailand and Turkey within a few years. The combination of reduced travel barriers and growing awareness of Chinese destinations may alter long-standing travel preferences among Russian tourists.
While the immediate impact of the visa-free travel agreement remains to be seen, tour operators across Russia and China are preparing for increased bookings, new flight routes, and broader cooperation. The development signals a rebalancing of regional travel flows in Eurasia’s post-pandemic tourism recovery.
