In the course of a summer, Russian citizens were able to travel to 159 countries which is a feat of extraordinary proportions. With all of that travel, Morocco has been able to skyrocket in tourism to the point of being the most captivating place for Russian travelers. In contrast to the previous year, air ticket sales for the astonishing site in North Africa increased by 70% which showcases a brand new shift in tourism. All of that serves to accentuate the point that Morocco is now the focal point of tourism.
Changing Travel Patterns and Price Sensitivity Shape Tourism Trends
The average cost of a two-person holiday in Turkiye climbed from 225,000 rubles ($2,925) in 2024 to 242,000 rubles ($3,146) this year, reinforcing the need for travelers to seek value without compromising on experience. This price surge, coupled with an appetite for cultural diversity and unique landscapes, has opened the door for Morocco and other destinations to capture the attention of Russian tourists.
Morocco’s Exceptional Growth in Global Tourism
Morocco’s tourism industry is experiencing a dramatic evolution, establishing the nation as a leading destination across Africa. In 2024, the country attracted an unprecedented 17.4 million international travelers, exceeding its original 2026 goal two years ahead of schedule and marking an impressive 20% rise compared to the previous year. This surge is fueled not only by global visitors but also by Moroccans living abroad who are returning to rediscover their homeland.
Cities steeped in culture and history—such as Marrakech, Fez, and Chefchaouen—have seen remarkable increases in tourist arrivals. Marrakech, in particular, recorded nearly 4 million visitors in 2024, a milestone that underscores its appeal as a global tourism hotspot. These destinations offer a blend of traditional charm, vibrant souks, architectural wonders, and desert adventures, creating an irresistible mix for travelers seeking authenticity and exotic experiences.
Other Rising Stars: Japan, Sri Lanka, and China
Morocco’s surge is part of a broader trend where less conventional destinations are gaining momentum among Russian travelers. Japan reported a 60% increase in air ticket sales, Sri Lanka grew by 59%, and China saw a 33% rise compared to the previous year. These figures highlight a growing enthusiasm for cultural immersion, scenic diversity, and unique travel experiences beyond traditional beach holidays.
Despite these shifts, established favorites like Turkiye, Egypt, and the UAE remain firmly on the radar of Russian tourists. However, the evolving landscape suggests that travel preferences are becoming more diversified, with tourists increasingly prioritizing authenticity and novelty in their holiday plans.
Domestic Tourism Continues to Thrive in Russia
While outbound travel is booming, domestic tourism remains robust within Russia. The Black Sea coast in Krasnodar Krai and Crimea, the Baltic coastline in Kaliningrad, and the Caspian shores of Dagestan continue to draw large crowds. City escapes are also in high demand, particularly to Moscow and Saint Petersburg, which together accounted for a substantial share of air and rail travel bookings. Resorts in the Caucasus Mineral Waters region and cultural hubs like Kazan further enrich the domestic tourism portfolio.
Adventure tourism is another area witnessing significant momentum. The summer season saw a notable rise in demand for mountain and volcanic destinations, reflecting travelers’ growing interest in outdoor activities and nature-driven experiences.
Why Morocco is Winning Over Russian Travelers
Several factors contribute to Morocco’s soaring popularity. Affordable airfare, enhanced connectivity, and the country’s strategic marketing efforts have positioned it as an accessible yet exotic destination. Its diverse landscapes—from the golden dunes of the Sahara and the snow-capped peaks of the Atlas Mountains to the vibrant medinas and Atlantic coastline—offer unmatched variety for every traveler.
Moreover, Morocco’s hospitality infrastructure has expanded dramatically in recent years, with luxury resorts, boutique riads, and experiential tours catering to travelers seeking both comfort and authenticity. Cultural festivals, culinary experiences, and heritage tourism further amplify the appeal, making Morocco not just a destination, but a complete sensory experience.
The Future of Russian Outbound Tourism
The uptick in bookings to Morocco and travel to advanced markets shows the shift occurring in Russian tourism; depicting value for money, curiosity, and tourism diversity. As connectivity improves, and new adventures beyond the classic sun-and-sea resorts beckon, places with a blend of value for money, challenge, and rich culture are bound to be in the limelight.
Morocco has already proven to be the fastest emerging travel destination, and its traditional tourism success remains central to understanding the international travel paradigm shift underway, suggesting the direction the next phase of travel might be.
