How to Attract Russian Tourists for the Holidays: Christmas Market Destinations and Timing
Russian tourists typically opt for spending their Christmas holidays in European countries, but tend to choose warmer destinations for their New Year’s celebrations. However, the timing of these holiday tours can be problematic as Christmas in Europe does not align with the beginning of public holidays in Russia.
Unfortunately, many Christmas fairs end their operations as early as Christmas Eve (December 24), causing frustration for Russian visitors. However, in larger cities, the holiday spirit is usually sustained until January 6.
Despite the challenges, the demand for both Christmas and New Year tours among Russians remains stable.
In this article, we will not only explore the destinations that Russian tourists typically choose for their Christmas and New Year holidays, but also delve into the unique promotional tactics necessary for advertising these tours. In a previous piece, we offered guidance on developing a marketing plan and refining your strategy for promoting travel destinations in the Russian market.
Russian Tourists’ Selection of the Top European Christmas Markets
The enchanting Christmas atmosphere found exclusively in European cities has long lured Russian tourists. To immerse themselves in the festivities, they adjust their travel dates, bundle multiple programs together, and research fair operating hours. The Association of Tour Operators of Russia (ATOR) conducted a survey among travel agencies and compiled a list of the five most sought-after Christmas destinations in Europe.
Strasbourg: The Birthplace of Christmas Markets
Traveling to France during the winter season for Christmas is an incredibly scenic experience. However, this year, France has become one of the priciest destinations for Russian tourists. According to Sletat.ru, the average cost of a Christmas trip has risen by almost 40%.
However, experts note that this destination remains a top choice among Russian tourists, who frequently combine visits to Paris and Disneyland with a trip to Alsace to experience the captivating city of Strasbourg.
Strasbourg is renowned across the world as the quintessential destination for Christmas celebrations, hosting an impressive Christmas market that dates back almost 450 years. Since the first fair, Christkindelsmärik, took place in 1570, the entire downtown area has been transformed into a vibrant hub of festivities, where visitors can indulge in local delicacies, purchase souvenirs, and immerse themselves in the joyful atmosphere.
Fair Operating Hours: November 23 to December 30, 2018.
Valencia during the festive season
Spain has taken second place in popularity among Russian tourists during the Christmas season this year. It’s a traditional choice for its festive atmosphere, warm climate compared to Russia, and excellent cuisine.
During the Christmas season, Spain hosts at least 8 well-known Christmas fairs in various cities, such as Barcelona, Madrid, Seville, Granada, Malaga, Valencia, Zaragoza, and Cordoba, allowing tourists to choose where they want to go.
The fair held in Valencia from December 1, 2018, until January 6, 2019, featured several exciting events, including the beef festival from December 4-9 and the Killerland circus show from December 11-16, 2018. In addition, Valencia hosted the Gastro Market festival from December 18-23, 2018, as part of the program, and the Market of Kings from January 2-6, 2019, where festive decorations, accessories, toys, and various other goods were available for sale.
Please note that the fair was open from December 1, 2018, to January 6, 2019, with the exception of a short day on December 24 and a closing time of 5 a.m. on January 6.
Bolzano’s Christmas market
Russian travelers maintain their interest in Italy throughout the year, including during the Christmas season. They choose to book classic city tours in Rome and Milan, as well as excursions to museum cities throughout the winter.
While tourists enjoy visiting all the Christmas fairs in Italy, the most unique one is held in Bolzano, South Tyrol. This fair has been taking place in the city for over 30 years and is considered the country’s largest fair.
The fair is open from November 22, 2018, to January 6, 2019.
Christmas in Hungary
Russian tourists always flock to Budapest during the Christmas season. The Vörösmarty Square hosts the city’s oldest, most lavish, and colorful Christmas fair, and it is a must-see attraction for visitors.
The fair is famous for its delectable cuisine, which includes local delicacies such as grilled vegetables, peasant ravioli made of mashed potatoes and flour, lángos (fried dough), and kürtőskalács.
In addition to the delicious food, there are also plenty of activities for those who have had their fill. Visitors can browse through handmade souvenirs, take a stroll along the Danube River at night, and visit the renowned Széchenyi Medicinal Bath, which is the largest of its kind in Europe. Moreover, the city offers free street concerts, and in the evenings, there is an impressive laser show near Café Gerbeaud, the oldest café in Budapest.
The fair is open from November 9, 2018, to January 1, 2019.
Prague: The Top Destination
In 2018, the Czech Republic saw a significant increase in queries from Russian tourists during the European Christmas period, breaking all records. According to Sletat.ru, there was a more than twofold growth in demand compared to the same period the previous year, with 14.79% queries in 2018 and 6.81% in 2017.
Additionally, the Czech Republic was the second most popular country for Russian tourists to visit during the winter season, with Thailand accounting for nearly 22.59% of sales in 2018, followed by the Czech Republic at 15.48% and China at 12.97%. Prague is particularly popular and is considered a top destination in Europe for winter travel by experts.
During the Christmas season, Prague transforms into one giant Christmas market, with surprises at every turn. Even if one is only traveling from the Old Town Square market to the Wenceslas Square market, it is impossible to resist the temptation to stop at the many small fairs located in Náměstí Republiky, the Kampa Island market, and near St. George’s Basilica in Prague Castle, where unique and unusual souvenirs can be found.
The markets are open from December 1, 2018 to January 6, 2019.
Overall, experts observe that the demand for European Christmas markets remains relatively stable, without any significant fluctuations.
Top 5 destinations for Christmas and New Year holidays in 2018/2019
Data from tour operators published by ATOR reveals that sales of New Year and holiday season tours for 2019 remained at the same level as the previous year. It appears that an increasing number of Russians are opting for summer vacations, for which they save money, and this could be at the expense of winter holiday trips.
There are several key demand trends in the 2018-2019 winter season.
- The number of Russian tourists opting for warm destinations is increasing, unlike the traditional Christmas holiday trend of visiting Europe, resulting in an uptick in sales of long-haul tours. Biblio Globus operator reports a 21% growth in demand for New Year tours to Thailand compared to the previous year, and 12% to India. The absence of a visa requirement is a significant contributing factor to the growing demand for some chartered long-haul destinations.
According to experts, there has been a decrease in the sales of mountain skiing and excursion tours to Western and Central Europe due to the need for a visa and expensive leisure activities, which reduces the demand for these destinations. As a result, tourists are lowering their expectations and searching for more budget-friendly travel options, such as shortening the length of the tour or settling for a lower hotel standard.
The demand for mass skiing during the New Year holiday is increasingly shifting towards three European countries: Andorra, Bulgaria, and Italy.
- Another interesting trend is the deliberate booking of New Year tours in advance in order to save money. Several major companies have noticed an increase of 1-2 months in the booking period for New Year dates, compared to previous seasons.
Based on data from tour operators, the top-selling destinations for Russian tourists during the 2018-2019 New Year season were Thailand, Russia, the UAE, Turkey, and Europe. Other popular destinations in the top 10 included the Dominican Republic, Vietnam, and India.
Suggestions for Christmas and New Year’s holiday marketing
- Begin your holiday marketing early. Russian tourists start buying Christmas and New Year holiday tours as early as September. Plan your advertising campaigns to start no later than September, or even earlier, when potential customers have not yet made a final decision on their holiday destination.
- Utilize social media to promote your holiday packages. Use various tools such as contests, special projects, opinion leaders, partner placement, and targeted ads to reach a wider audience.
- Provide holiday tours with additional activities. Since European Christmas holidays do not coincide with Russian holidays, consider offering more than just Christmas fairs on your tours. Offer additional activities such as skiing, spa treatments, or cruises to make your package more appealing to potential customers.
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