Wednesday, July 30, 2025
The World of Russian tourism in Europe has changed beyond recognition in the past decade, largely as a result of the geopolitical situation and its impact on where people travel. European countries were previously favourite destinations for Russian travellers, but the dynamics had changed dramatically in the light of recent events, especially in the backdrop of the current tensions between Russia and Ukraine.
With increasingly tough sanctions, new visa regulations, and political turbulence, Russia’s tourism industry has seen a let-up in the flow of travellers towards European countries. Now, many Russian citizens who used to fan out across European capitals like Paris, Berlin, and Rome are also finding themselves in a bind as countries impose entry restrictions. Yet this hasn’t deterred Russian tourists from looking for alternative destinations in Europe. The issue is where in Europe do tourist destinations stand for these changes, and what the future holds for Russian tourists?
Emerging Challenges: Visa Restrictions and Sanctions
Among the reasons for the drop in Russian holidaymakers in Europe is the anti-Russian visa and sanction regime pursued by the European Union in the context of political differences. Many European countries have introduced a more restrictive visa regime for Russian citizens since 2022, some of them suspending the issuance of tourist visas. These steps have put a noticeable dent in the Russian tourist flow into Europe.
Aside from sanctions on Russia’s economy, there have also been limitations to the financial capabilities and even freedom of travel by Russian citizens, making tourism difficult. “Before, our Russian tourists enjoyed separate simplified relations for travel in the Schengen area, but as a result of these sanctions, there has been an additional bureaucratic complication for tourists. Russian travelers, therefore, are left spending their money on other visas or just traveling less overall.
Despite these limitations, there are indications that Russians are looking to European holidays, but they are headed to other destinations. Russia’s visits to Eastern Europe are trending upwards, with countries in Serbia, Turkey, and Belarus receiving Russian tourists looking to travel beyond EU shackles.
Changing travel landscape: Opening new frontiers.
While Russian tourism to Western Europe has tumbled in recent years, a lot of those tourists have looked elsewhere, at countries not off-limits despite sanctions. Serbia, which is not in the EU, has had a large influx of Russian visitors, accepting visa-free entry and a more relaxed view of movement. Turkey has also been a beneficiary of the switch, with these travels easier, the visa requirements for Russians to visit Turkey are less stringent than for the Schengen countries, and Turkey’s closer proximity to Russia.
Yet, despite the challenges, a few European countries are still welcoming visitors from Russia — if only a small fraction of their usual numbers. High-income Russian tourists still visit France and Germany, but the once-bustling Eurasian tourist route is now a shell of its former self. Economic sanctions, meanwhile, have sapped the disposable income of many Russians, while travel bans have made it more difficult to visit some of the old favourites.
At the same time, many Russian tourists are seeking destinations that are either cheaper or less politically fraught. Travelers looking to experience a blend of culture, history, and cheap holidays will find Serbia and Turkey hard to refuse. These nations provide a lot to choose from, ranging from Mediterranean beach vacations in Antalya to sharing platters of Serbian meats and cold cuts in Belgrade, which is rapidly becoming a new centre for Europeans to continue their travels with minimal disruption.
The New Russian Tourist Profile
These changes have also transformed the image of the Russian tourist. Background: With luxury tourism making up a large proportion of Russian travelers heading to destinations like France and Italy, the tide has generally shifted towards budget travel. This is part of a larger economic squeeze, where the spending power for many Russian citizens has been limited due to inflation and sanctions.
Russian travelers, meanwhile, have latched onto the concept of the “workation,” or the combining of work and vacation. Some are choosing places where they can pick up remote work, in addition to a change of pace or scenery, as a way of making travel pay for itself. Cities including Belgrade, Istanbul, and even, in some parts, of Bulgaria have emerged as hot spots for such “working travelers,” offering the right mix of low cost and connectivity.
The Response from European Destinations
All of these changes are being met with adaptations among European countries as they shift their marketing focus and open their arms to new tourist markets. For example, France has reoriented to appealing to arrivals from elsewhere, midst of the loss of the Russian market, from Asia or the Middle East. Spain and Italy are also focusing on promoting luxury travel and unique experiences to attract a broader base of high-income visitors.
Meanwhile, some European destinations have adopted a much more open posture, most notably some of the countries in Eastern Europe. The countries find it increasingly lucrative to bring in the lower-hanging fruit of Russian tourists in search of a more affordable and more accessible European experience. Take Serbia: it is being promoted as Russia’s ally and is claiming to be Russia’s harbor, with its visa-free regime and friendly historical and cultural connections.
The Future of Russian Tourism to Europe
Long term, Russian tourism in Europe appears doomed to remain a victim not only of political disputes and economic sanctions, but some areas will no doubt continue to benefit from the shattered pieces of the traveling puzzle. Eastern European destinations will probably remain the favorite cheaper option, and Turkey, a long-time favorite among Russian tourists eager for culture and sun, is set to be our super-hit for 2020.
As the geopolitical landscape develops, it will be interesting to see how the European tourism powers change course relative to these developments. New opportunities will instead be seized by those countries that instead focus on accommodating a new type of Russian traveller, one that is looking elsewhere for their vacations and is cost-conscious when doing so.
All in all, this is a time of transition for Russian tourism in Europe, and although some places may yet experience a decrease in Russian tourism, others will benefit from the change and open up in Eastern Europe and elsewhere to Russian tourists. By recognizing and reacting to these shifts and preparing for a different sort of future of travel, Europe’s tourism shift can keep on cruising despite the debate over ongoing geopolitical realities.
(Source: European Union, National Tourism Organizations, Russian Government, Serbian Ministry of Tourism)
