Saudis Swap Sand for Snow: Middle East Tourists Flock to Russia in Record Numbers

Forget sun and sand—Saudi Arabian travelers are trading their desert landscapes for Russian snow, and the numbers are staggering. According to the Association of Tour Operators of Russia (ATOR), the first quarter of 2026 saw a massive surge in visitors from the Middle East, driven largely by a new visa-free policy and a craving for winter wonderlands.

“January and February were incredibly busy for inbound tourism,” said a representative from Intourist, one of Russia’s largest travel agencies. “After the December announcement about visa-free travel, we saw a real explosion in bookings from Saudi Arabia.” The spike was fueled by the launch of direct flights between the two countries, along with a curiosity about snow—a rare sight for many Saudis.

But it wasn’t just Middle Eastern tourists. Chinese travelers also returned in force after visa restrictions were lifted, with numbers jumping significantly compared to 2025. Most headed to the Russian Far East, Moscow, and St. Petersburg.

March 2026 posed challenges due to rising tensions in the Middle East, but the strong start to the year carried the quarter. Foreign tourists made 293,200 trips to Russia in the first three months, a 28.1% increase over the same period in 2025.

Earlier reports also noted a surge in Turkish visitors to St. Petersburg, many drawn by a love for author Fyodor Dostoevsky. For Russia, it seems, the snow is just as alluring as the culture.