Alexandra Mertsalova’s column about fading demand for Turkey

The art of evaluating external conditions and understanding moods without unnecessary words is called “nunchhi” in Korean and is considered one of the symbols of national culture. In recent years of upheavals, Russian business has also managed to develop it. This is well illustrated by the reaction of tour operators to the news background around the decision of the Turkish authorities to return the Azov commanders to Ukraine.

The Roof of TurDoma Telegram channel discusses that it is the Russian tourism industry that will turn out to be extreme in this situation: “The quality and level of hospitality service can be criticized uncensored and without looking back. Not at all happy for an industry focused mainly on sending citizens to Turkish resorts.” One of the users fears a “ban on the direction”, while another speaks of a “signal to “wet” Turkey in the media space.”

Destination sales are indeed underwhelming, and in private conversations, representatives of major tour operators say that demand for Turkey is “noticeably below expectations.” This is indirectly confirmed by the statistics. According to the estimates of the Turkish Ministry of Culture and Tourism, 640.8 thousand Russians visited the country in May, a third less than in 2019. At the same time, the dependence of Russian tour operators on the Turkish direction is difficult to underestimate, especially in the context of limited air communication with Europe and expensive transportation to Asia.

It is not the first time this year that the connection between the decline in demand for Turkey and the political context is being built. In the spring, the market was talking about presidential elections and fears of the opposition coming to power. But the interest of tourists in political processes can hardly be overestimated.

The tourist flow of Russians to Indonesia in the first quarter of this year set a historical record, despite statements by the governor of Bali, Wayan Koster, about the need to cancel visas for Russians on arrival. Flights to Georgia are being carried out, although the country’s President Salome Zurabishvili continues to talk about the need to tighten the procedures for the entry and stay of Russians. The flow to Europe also continues.

The high cost of trips to Turkey, which is also indicated by the tourist industry, by the way, is also not always confirmed. A direct flight by Aeroflot on the route Moscow—Antalya—Moscow for the week of July 24–30 cost RUB 32,000 on the carrier’s website on July 13, and a flight to Sochi cost RUB 25,700.

Probably, the market is faced with a global decline in Russian interest in Turkish resorts. Turkey remained one of the few available destinations during the pandemic and hostilities in 2022, and with the advent of new opportunities, tourists seek to open other routes. But it is more difficult for a business to quickly adapt to changes in demand than to look for external enemies.