Russian Resorts to Cut Prices by 30% as Demand Plummets

Tour operators in Russia are preparing to slash resort prices by at least 30% in a bid to lure back vacationers, according to Valery Sychev, general director of tour operator RosYugKurort and an expert with the Russian Union of Travel Industry. Speaking to the National News Service, Sychev said the price reductions will begin this summer and continue through October 2026 or early 2027.

The winter season was a disaster, with demand dropping roughly 20%, and summer bookings are expected to follow the same pattern. The main culprit: sky-high prices at resorts. Right now, the market is flooded with discounts and special offers, but it’s not enough.

Sychev dismissed reports that demand for Black Sea destinations like Anapa, Gelendzhik, Adler, Vityazevo, and Kabardinka has jumped 95% year-over-year. He said hotels are sitting half-empty, with occupancy running 10–15% below 2025 levels. A 15% price correction is expected, but the expert called that “very little” and argued that a 30% cut is needed to truly revive the flow of tourists.

“The market is essentially stalled,” Sychev said. “We’ll see a real correction by October 2026 or the first quarter of 2027.” He predicted that Anapa and Gelendzhik will remain in a prolonged crisis for at least two more years. In 2026, a slight uptick in occupancy might come from independent travelers, but Sychev warned: “I wouldn’t count on much more than that this year.”