At the Saudi Travel Market (STM) 2025 held last month in Riyadh, industry leaders and stakeholders explored the future of travel industry. Among the major exhibitors was Fun & Sun Tourism, a leading Russian tour operator, which showcased its growth and ambitions for expansion in the GCC and Middle Eastern markets.
Over the past few years, Fun & Sun Tourism has experienced robust growth, consistently increasing the number of tourists it sends on vacation. In 2024 alone, the company facilitated trips for over 2.2 million tourists, establishing itself as a key player in the travel industry. Aksana Mashera, Head of Outbound Department at Fun & Sun Tourism emphasised the company's commitment to expanding its regional presence and network of retail partners. "We are growing by opening new destinations and expanding our hotel base," she stated in an interview with TTN. Fun & Sun Tourism is now recognised as the largest Russian tour operator. With its headquarters in Moscow, the company boasts numerous international offices, including locations in Dubai, Thailand, Egypt, Turkey, as well as in CIS countries. This extensive network enables Fun & Sun Tourism to cater to a diverse clientele, and they are now looking to tap into the burgeoning markets of the GCC and the Middle East. "In 2024, we decided to launch a new project aimed at travellers from the GCC and Middle East," Mashera explained. The company has identified 20 priority destinations that they believe will resonate with this new market, highlighting their strategic approach to expansion. One of the core strengths of Fun & Sun Tourism lies in its innovative online booking system, which sets it apart from competitors. "While many platforms facilitate hotel and flight bookings, our technology supports agencies in creating tailored holiday packages efficiently," Mashera noted. This system allows travel agencies to book not just hotels and flights but also comprehensive packages that cater to individual client needs. For instance, Fun & Sun Tourism offers both static packages, such as a pre-arranged program for five nights in Istanbul, and dynamic packages that can be customised. This flexibility is crucial in today's fast-paced travel market, where clients often have unique preferences and expectations. Creating customised travel packages can be a daunting task for travel agents, often involving numerous revisions and delays. Mashera recognised this challenge and sought to simplify the process for agents. " Our goal is to develop a solution that helps agents save time and focus more on client interactions," she shared. Fun & Sun Tourism platform allows agents to start with a basic itinerary—like a two-night stay in Istanbul—and then easily adjust the number of nights. The system automatically generates hotel options, offering a selection of three, four, or five-star accommodations based on location. Instead of sifting through thousands of hotels, agents are presented with around 20 recommended properties tailored to their clients' preferences. Transfers are included in the packages, and agents can enhance the experience by adding optional tours. "When selecting optional tours, we suggest the best options for the trip," Mashera explained. This feature not only saves agents time but also empowers them with valuable recommendations, allowing them to provide a higher level of service to their clients. Looking ahead, Fun & Sun Tourism is poised to continue its trajectory of growth. “We are excited about the prospects in the GCC and Middle Eastern markets,” Mashera stated confidently. The company plans to leverage its robust operational framework and innovative technology to establish itself as a leading travel provider in these regions.