Struggling Tourist Destinations: Russian Resorts Fall Behind Turkey and Egypt in August Tourist Arrivals
In the summer of 2025, holidaymakers are flocking to new destinations, with Turkey, Egypt, Abkhazia, and the UAE seeing a significant increase in popularity. Conversely, Russian destinations have experienced a decrease in sales, affecting not only Anapa but the entire coastline.
Leading Holiday Destinations in August 2025
Turkey remains the undisputed leader in holiday sales, accounting for 38.4% of all tours sold. Egypt follows closely in second place with a share of 16.2%, marking an increase from the previous August. Abkhazia and the UAE hold fourth and fifth positions, respectively, with shares of 7.4% and 7.2%. This represents an increase for both destinations compared to the previous year.
Interestingly, the top 5 most popular holiday destinations for August 2025 include Ladakh, India; Bali, Indonesia; the Swiss Alps, Switzerland; Scotland, United Kingdom; and the Greek Islands, which include Crete, Paros, and Santorini. While direct comparative data between August 2024 and August 2025 is not available, these destinations are highlighted for their optimal conditions and unique attractions during August, suggesting sustained or growing appeal.
A Shift in Holiday Trends
The decrease in sales of Russian destinations during August 2025 is linked to several factors, including price increases, the closure of beaches in Anapa, and an active information campaign against holidays on the Black Sea.
Meanwhile, other sources emphasize trending travel patterns such as increased bookings in adventurous and active travel sectors (e.g., hikes in the Dolomites or Azores) and rising costs of summer travel in 2025 versus 2024 (+38%). However, these sources do not specify changes for the exact destinations listed above.
Notable Mentions
Other notable August destinations include Nantucket, Massachusetts, and Iceland, praised for their ideal weather and outdoor activities. While these destinations did not appear in the top 5 central list, they are worth considering for those seeking a unique holiday experience.
A Rise in Popularity for Certain Destinations
There has been a general increase in the popularity of holidays in Turkey, Egypt, Abkhazia, and the UAE in August 2025. Notably, Egypt overtook Russia in the top 5 most popular holiday destinations, and Abkhazia overtook the UAE. These shifts in holiday trends provide valuable insights for travel companies and holidaymakers alike.
[1] Source: Travel + Leisure
[2] Source: The Telegraph
[3] Source: Lonely Planet
[4] Source: Iceland Travel
During August 2025, travelers are increasingly choosing Turkey, Egypt, Abkhazia, and the UAE as their destinations, notedly influencing the landscape of the travel industry. Outside of the top 5, Nantucket, Massachusetts, and Iceland have gained attention for their stunning weather and diverse outdoor activities, offering a unique lifestyle experience to travelers.
In contrast to the decline in sales of Russian destinations, financial investments in advertising and infrastructure can be seen as a potential solution to attract more tourists and maintain their popularity in the future.
