Many hotels in Sochi are experiencing low occupancy rates and weak bookings for the summer of 2025, despite the expectation of a busy tourist season. Experts attribute this to several factors, including rising travel costs and increased competition from foreign destinations.

Rising travel costs, particularly for flights and trains, are making it more difficult for Russian tourists to afford vacations in Sochi. A round-trip flight from Moscow to Sochi, which used to cost around 10,000 rubles, now exceeds 20,000 rubles, and flights from more distant cities like Irkutsk can cost over 55,000 rubles.

The strengthening ruble has also made foreign travel more attractive to Russian tourists. As a result, many are choosing to vacation abroad instead of staying in Sochi.

While some hotels are offering discounts to attract guests, the prices can still be prohibitive for many. A week’s stay in a four-star hotel with breakfast can cost over 100,000 rubles, even with discounts.

Budget accommodations, such as guest houses, are faring better, with many reporting full bookings for the summer. These accommodations offer more affordable options for tourists willing to forgo some amenities.

Despite the challenges, Sochi remains a popular destination for some tourists, particularly those who have vacationed there in the past. The resort offers a wide range of activities and attractions, from beaches and excursions to health and wellness programs.