Tourism Team - Russia

The Turismo de Portugal team supports the specific approach to the market, as well as the choice of the best approach with companies, event organisation, workshops and liaison with online sales channels.

Russia is the world's 11th-largest economy and has about 144 million inhabitants. Of these, 13 million live in Moscow, the capital, and 5.3 million in St. Petersburg, the second-largest city. In recent years, before the significant impacts of the COVID-19 pandemic and international political tensions, Russia was one of the most dynamic source markets for several regions, especially in Europe, Southeast Asia and the Mediterranean. ​

Russians generally look for destinations with a warm climate, quality beaches and luxury infrastructure, as well as destinations of cultural and historical interest. They also show interest in shopping for luxury goods, especially in European destinations, and are known for their high purchasing power. 
Russian tourism is strongly seasonal, concentrating on the summer months and festive seasons such as Christmas and the Orthodox Easter. However, snowy and mountainous destinations, such as Switzerland and Austria, are also quite popular in winter. An interest in "all-inclusive" packages is another characteristic of this market. 

Until 2021, Turkey was consistently the preferred destination for Russian tourists, due to its proximity and affordability, competitive tour packages, and cultural and historical proximity. Egypt, Greece, Cyprus and Thailand were also among the top destinations, due to their beaches and good weather. Portugal, especially Lisbon, Porto and the Algarve, has seen progressive growth in demand from this market ​despite not being one of its most sought-after destinations.

The deterioration of political relations between Russia and the European Union has led to drastic changes in the flow of Russian tourists to European destinations. Sanctions, the devaluation of the ruble and restrictions on air connections have significantly reduced the number of Russian tourists in Europe, with the focus of international travel being redirected to other destinations, such as Turkey, Thailand and the United Arab Emirates. 
Additionally, the Russian domestic tourism market has been expanding, with the Russian government encouraging its citizens to explore their national territory more, supported by the development of tourism infrastructure within the country. Destinations such as Sochi, Lake Baikal and the historic cities of the Golden Ring have become viable alternatives for Russian tourists facing difficulties in travelling abroad. 
Unless there is a change in sanctions and visa policies, the number of Russian tourists coming to Portugal and Europe is expected to remain limited in the coming years.​