There’s something unique about the Russian travel calendar: millions of Russians take their main holiday break during winter, specifically around New Year celebrations. These travelers are looking for more than just escaping the cold: they want quality experiences during one of the most cherished holiday season. Let’s see the reasons why winter season is so important for this market:

1. New Year holiday season drives travel

During the extended winter holidays from December 29, 2024, to January 8, 2025, many Russians plan trips to warmer destinations. While Egypt, Thailand, and the UAE are the most popular choices, Türkiye remains a significant option for winter travel. The country is currently ranked fifth, accounting for 4.8% of all package tour sales.

For families with school-age children, these dates are ideal since they coincide with school holidays, unlike summer when parents must coordinate their vacations across three months of school break.

Key holiday dates also include Orthodox Christmas (January 7) and Old New Year (January 13), extending the travel season even further till mid-January. Therefore, November and December are the best months to promote packages for January’s two festive weeks.

2. The weather factor

Imagine living in Moscow during winter. If you’re lucky, you might see just 30 minutes of sunlight on a typical January day. The temperature rarely gets above zero from November through March. Now picture your guests’ delight when they step off the plane in Türkiye to experience 6-7 hours of bright Mediterranean sun and comfortable temperatures of 15-20°C.

This dramatic contrast makes winter travel especially meaningful for Russians. It’s not just about escaping the cold — it’s about finding sunlight and warmth during the darkest months. While they face grey skies at home, your resort can offer clear, bright days perfect for outdoor activities and relaxation.

Graph showing winter temperature and sunlight difference between Russian cities and popular Turkish resort cities

3. Easy travel logistics

Russian guests can visit Türkiye anytime without the visa hassle, staying up to 60 days. Regular direct flights connect major Russian cities to Turkish airports all year round. This combination makes Türkiye an easy choice for winter breaks.

Many guests book last-minute when they see a good deal or if there’s a sudden cold spell at home. Unlike European destinations, requiring long visa planning and complex flight connections, Türkiye stays simple and accessible.

4. Winter prices for quality stays

While summer brings peak rates and crowds, winter offers better value. Travelers who usually book basic options in summer often choose higher-end hotels and services during the low season.This works especially well in Türkiye — Russian visitors, familiar with your destination from their summer trips, return for winter comfort and upgrades.

Winter brings a different kind of guest. While summer visitors often prioritize budget options during peak season, winter travelers tend to focus on comfort and quality. According to recent SuperJob research surveying 1,600 working Russians, one in five names a travel package as their most desired New Year’s gift, indicating strong interest in quality winter travel experiences.

5. Lots of winter activities

Year-round appeal

Your guests can swap their swimsuits for cozy adventures. Think steaming hamams after museum tours, evening folk shows, and peaceful walks through ancient sites — all without having to fight your way through the summer crowds. Winter tourism means your visitors get a more personalized experience everywhere they go.

A shopping paradise

Here’s a winning point for your marketing: 61% of Russians miss their favorite international brands like H&M and Zara. Your location near a shopping center isn’t just convenient — it’s a major draw for retail-hungry visitors.

Mix slopes with spa days

While Sochi’s ski resorts are fully packed, your Russian guests can hit Kayseri’s crowd-free slopes during the day, and enjoy your spa facilities at night. And don’t forget Cappadocia — winter means fewer crowds for those must-have hot air balloon photo ops.

How to reach Russian travelers

Winter holiday season brings a surge in travel planning across Russia. Just looking at the numbers — over 23,400 people search for “tickets to Türkiye” on Yandex every month. And that’s just one search term among many travel-related queries.

Getting your hotel in front of these eager travelers is simpler than you might think. Yandex Direct can help display your property when potential guests are actively planning their trips. Think of it as having a conversation with travelers at exactly the right moment — when they’re dreaming about their winter escape.

The platform works in several ways to help you reach your ideal guests. When someone searches for winter holidays or hotels in Türkiye, your ad can appear right in their search results. If they’ve visited your website before, you can remind them about your property as they browse other sites. Plus, your ads can appear on travel-related websites across Yandex’s network of over 55,000 partner sites — all the places where Russian travelers go to plan their trips.

This means you can connect with potential guests throughout their entire journey of planning a winter vacation — from the first search to the moment they’re ready to book.