Majority of Sochi hotels and sanatoriums now filled to near capacity, with an occupancy rate of approximately 90%.
Sochi, the popular resort city on the Black Sea coast of the Caucasus, is gearing up for an exciting shoulder season (roughly September to December) in 2025. The tourist trends indicate a surge in international arrivals and hotel occupancy, driven by new air connections and easing visa rules, particularly from the Gulf and African countries.
Approximately 2.7 million guests visited Sochi during the peak season from May to July this year, and around 190,000 tourists are currently staying in the city. These numbers are expected to rise significantly during the shoulder season, thanks to the establishment of a new direct flight connection from Kuwait via Jazeera Airways, effective from September 15 through December 31, 2025. This move is anticipated to boost outbound Gulf tourism to Sochi during the non-peak periods.
Russia is also expanding its visa-free travel policies to African nations, opening up opportunities for tourists to visit Sochi, Moscow, and St. Petersburg. This initiative is expected to diversify and increase tourism arrivals during the shoulder season.
Sochi boasts a well-developed hotel infrastructure with 618 hotels, 66 sanatoriums, and numerous tourist facilities. The average hotel occupancy was around 77% annually, but it varies by season. The introduction of new international routes and visa relaxation is likely to improve the shoulder season occupancy rates.
However, there are some challenges that need to be addressed. There is an increased terrorist threat in southern Russia leading to heightened security measures, and Russian aviation faces difficulties that could impact travel reliability. These factors may dampen tourism growth in some scenarios.
Andrei Proshunin, the mayor of Sochi, has noted that 60% of accommodation facilities in Sochi are already booked from September to October, and he predicts that the tourist flow of the previous year will be maintained during the shoulder season. He also anticipates a long and warm shoulder season on the Black Sea coast of the Caucasus.
To optimize shoulder season performance, hotel programs will likely focus on leveraging these new markets while addressing safety and service continuity. Fifty of the largest Sochi hotels have already joined a program offering preferences to families with children and those planning their vacation in advance.
[1] Jazeera Airways announces new Sochi route: https://www.jazeeraairways.com/en/news/jazeera-airways-announces-new-sochi-route [2] Sochi tourism statistics: https://www.sochi.ru/en/tourism/statistics [3] Russia to ease visa rules for African tourists: https://www.reuters.com/world/europe/russia-ease-visa-rules-african-tourists-2021-05-12/ [4] Gulf tourism to Sochi set for boost with new air connection: https://www.atwonline.com/gulf-tourism-to-sochi-set-for-boost-with-new-air-connection [5] Security concerns and aviation challenges in southern Russia: https://www.themoscowtimes.com/2021/07/21/security-concerns-and-aviation-challenges-in-southern-russia-a73534
- The new direct flight connection from Kuwait via Jazeera Airways, commencing September 15, 2025, is anticipated to boost outbound Gulf tourism to Sochi during the shoulder season.
- Russia's expansion of visa-free travel policies to African nations is expected to diversify and increase tourism arrivals to Sochi during the shoulder season.
