River Cruise Enthusiasm Rises Among Youth in Primorye Region
In Russia, there has been a significant surge in the number of residents booking river cruises ahead of time. Data from April and the first half of May shows a 12% increase in internet traffic on booking websites compared to the same period last year. One key trend in the new navigation season, according to a joint analysis by MegaFon, Donintrfloot, and Cruise.ru, is an increased interest in river routes passing through small towns and villages.
Since mid-spring, an uptick in bookings for river cruises has been observed. In contrast, during 2024, users tended to select cruises for the summer months, coinciding with the peak navigation season. The shift in booking patterns is influenced by the extension of navigation periods and the growth of the domestic tourism industry.
Residents of regions along the Volga, including Nizhny Novgorod, Samara, and Tatarstan, demonstrate the most interest in river cruises. Among foreign tourists, visitors from Turkey, Belarus, China, Egypt, and Armenia express the most enthusiasm for Russian river tours. In the Far East, Chukotka saw a more than twofold increase in active users, while the Zabaykalsky, Primorye, and Khabarovsk regions also witnessed significant growth in traffic to thematic sites. The peak of interest in river travel among Far Easterners occurred in the first half of April.
Primorye residents continue to be the most ardent supporters of river tourism, accounting for about one-third of the Far Eastern traffic on thematic sites. Men constitute 53% of the regional user base. Primorye residents aged 35-44 are the most common age group attracted by cruises, although analysts have observed a growing interest among young people—residents of the region aged 14-24 are 78% more interested in river tours compared to the previous spring.
Top tourist preferences include routes between Moscow and St. Petersburg and cruises along the Volga River with stops in Nizhny Novgorod, Samara, Saratov, and other cities along the river. Capital cities, particularly Moscow, are the most popular departure points, while St. Petersburg, Kazan, and Astrakhan are the most frequented arrival cities. In the eastern part of Russia, tourists primarily book cruises along the Yenisei, starting in Krasnoyarsk, and river routes along the Ob, departing from Novosibirsk. This season, a notable trend is cruises with stops in small towns, villages, and settlements such as Tetyushi, HiidenSelga, Sortavala, Goritsy, Ples, Kineshma, Mashkin, Romanovsky, and Starocherkasskoye.
Four to six-day cruises account for 40% of tourist choices. About one in five (20%) prefers longer journeys of seven to eight days. There is also growing demand for short tours lasting three days and two nights by 2025. This presents an opportunity for new tourists to trial cruise holidays and familiarize themselves with the specifics, according to analysts. Indeed, 20% of those who took a three-day cruise in 2024 have booked longer trips for the upcoming season.
In light of continued interest in river cruises and the potential for significant EBITDA contributions from these cruises, Viking is prepared to resume operations in Russia once geopolitical tensions stabilize. The Moscow to St. Petersburg route is particularly favored due to its historical and cultural significance.
In the upcoming season, users are projected to select cruises not only during the peak summer months but also during extended navigational periods, reflecting the growth of the domestic tourism industry. Additionally, Russian residents and foreign tourists are increasingly drawn towards cruises with stops in small towns and villages, indicating a growing trend towards outdoor-living and home-and-garden themed travel experiences.
