Wellness Tourism Takes the Lead: How Russian Travel Preferences Are Changing

Sanatorium Boom: Why Russians Have Switched to Domestic Health Tourism

Over the past two years, domestic travel has largely become a natural substitute for trips abroad. Sanctions and complex logistics have made international travel less accessible and predictable. Meanwhile, with abundant options in the domestic tourism market, Russians have become more discerning about what they're paying for. People are increasingly choosing formats that deliver not just experiences, but tangible benefits.

The sanatorium and resort segment has proven most advantageous in this context. According to data from YuMoney and Sutochno.ru, demand for stays at sanatoriums and rest homes in August 2025 grew by 22%, market turnover increased by 38%, and the average check reached 20,000 rubles, up 13% year-over-year. Yet rising prices aren't deterring customers: on the contrary, the growing average check shows that people are willing to invest in quality, medical services, and comfort.

Russians' entire approach to vacation is changing—it's becoming not simply "spending time away," but a conscious investment in health and recovery.

Who's Choosing Sanatoriums?

An increasing share of bookings is for trips lasting four to seven days—a format chosen by about 42% of vacationers. These are short but regular getaways that easily fit into work schedules and family budgets. Another 23% opt for programs lasting 8–14 days—the "sweet spot" between comprehensive treatment and a proper vacation.

At the same time, the sanatorium audience is becoming more diverse. It's no longer just older people, but also young adults, families, and those seeking a "quiet" vacation format. The share of Russians aged 36–45 among guests this year has grown to 36%.