Tourism Industry Guide 2025

How tourists from emerging markets travel, and what it means for your business.

In this guide, we will cover the travel patterns of tourists from emerging markets, such as Russia, Eastern European countries and the CIS. This guide is based on our survey conducted in December 2024. 768 respondents from 10 emerging markets shared their recent travel experiences and the reasoning behind it.

Discover how tourists choose their travel destinations, what impacts their choice of accommodation, and how much money they spend. We also compared how travelers react to different types of advertising — and equipped you with tips for your next advertising campaign.

This guide will be helpful for travel businesses: hotels, resorts, travel agencies, and tourism associations. Now, let's dive in!