In a zone of turbulence. How to attract foreign tourists to Russia

Business on symbols that didn't exist

Many tourist places, especially those that have appeared in recent decades, do not have any symbols of their own, according to which this place would be unambiguously recognizable, like Belukha Mountain in Altai or Beaver in the Bobrovy Log ski resort in Krasnoyarsk. A business idea is to create and popularize a symbol - it can be an animal, real or mythical, a sign, a statue or whatever - and earn money in the future from selling souvenirs tied to the newly created symbol.

The business plan for this idea will include several stages:
- Popularization of the symbol. At this stage, there is no profit, investments in advertising are organized, the production of a prototype (a giant statue made of wood or snow, for example). After about a year, you can move on to the second stage.
- The second stage is the production and sale of souvenirs. The sources of profit and cost are clear.

Success with practically no investment will be realized when the author himself is directly involved in the manufacture of souvenirs, or even owns a production or is ready to create it.

The idea seems absurd, but there are examples of its successful implementation. This famous museum Mice, for example, or Yeti as a symbol ski resort Sheregesh. In both cases, at first, a large copy of the popularized symbol appeared, attracting attention with its absurdity (a 3-meter statue of a mouse made of metal, a wooden statue of a Yeti with a pineboard in hands, the size of a man), against the background of these statues, tourists are actively photographed, soon a small tray with smaller samples, and in a few years it is already a well-functioning industry that brings its owner a good profit.

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Video - Tourism development in Russia:

Think about what makes your city unique? To do this, make a list of all the activities and attractions that are in your city. Tourists are more interested in things that they can do and see in the city, rather than where it is. First of all, tourists find out what entertainment is available in the city, and only then - where it is located. Examples: watching white nights in St. Petersburg or rock climbing in Krasnoyarsk.

• Focus on events and attractions that are unique to the city. Even a small or odd landmark can draw visitors and attention to a city (from the world's largest paper clip to artificial waves on a river). Ask yourself, “What makes this city worth visiting? What is there that tourists cannot get or see somewhere else? "
• Work with your tourism development committee and focus on the three most exciting things your city has to offer. How more facts you provide, the more interesting the city will become for tourists.

Vitaliy Karpinchik, resident of Slonim, host of weddings and corporate events, professional traveler and accompanying tourist groups

In the section "Three Ideas for Slonim" our compatriots share their thoughts on how to make our city more attractive for tourists. Today Vitaliy Karpinchik, a resident of Slonim, is proposing his ideas.

There is no effective recipe for making Slonim, like any other place, tourist. Not a single idea, which seems to be very successful and even implemented, will guarantee that tourists will tumble into the city. First of all, the residents of Slonim themselves should want and be interested in people coming to the city. more tourists, and not only want, but also advertise your city and invite guests. And for this, residents of Slonim need to know and love their city, its sights, history. Because an increase in the interest of tourists in our city can be achieved only thanks to our own love for our city. Only our love and care, our hospitality, coupled with event tourism, could give a quick result.

Vitaly Karpinchik

1. To hold an official Guest Day
Tourism and hospitality are very closely related concepts. Therefore, I would suggest holding an official Guest Day in Slonim. Slonim would become the only city in the Republic of Belarus where such a holiday would be held.

Discounts in cafes and restaurants that day, free visits to museums, half the cost of travel on buses - all this would testify to our respect for our guests and our hospitality. The residents of Slonim could have a day off that day.

This idea could work. People would understand that this is a great day to invite friends from other cities. In addition, we have many sister cities in different countries... Therefore, the Day of Guests could be an excellent occasion to invite delegations from these cities.

Gnomes - a symbol of Wroclaw

2. To come up with a symbol-brand for Slonim
The topic of city branding has become trendy lately. For example, several years ago a Belarusian designer made symbols for Belarusian cities as a graduation project, basing the visual images of cities on the historical aspect. So, the crystal became the symbol of Soligorsk, Smorgon - the bear.

Polish Wroclaw, for example, is considered not only a city of bridges and students, but also a city of gnomes. Gnomes have become a full-fledged symbol of Wroclaw and are loved not only by city residents, but also by tourists. People believe that they bring good luck and prosperity to the city.

The first bronze gnome figurine appeared in Wroclaw in 2001. Now sculptures of fairy gnomes, and there are about 400 of them, are scattered throughout the city center. The search for small residents of the city by tourists turns into an exciting quest: after all, inconspicuous figures are in the most unexpected places, even on a lamppost. Moreover, each gnome has its own meaning and profession. For example, a gnome-traveler with suitcases will meet you at the station, and a friendly gnome will invite you to dine at the entrance to the cafe.

A similar brand symbol could have been invented by the residents of Slonim, taking as a basis some kind of local legend or historical fact... To do this, you just need to invite people who are not indifferent and really love their city to a round table.

The production and installation of such a symbol of the city could be timed to coincide with the aforementioned Guests' Day, and over time there would be more distinctive symbols in the city.

3. Make the shortest street one of the city's business cards
In the center of Slonim there is a very short street that leads from the square to the synagogue - Pereskok Lane, which has been recently noticed. This lane could become one of the smallest and narrowest streets in Belarus, if, of course, you beat it correctly.

In Amsterdam, for example, there is a narrow street on which it is difficult for even two people to miss each other. Nevertheless, it is the most visited place in this city.

And in conclusion, I note that no one will go to our city to see the sights or celebrate unique holidays, if its residents themselves do not do this and do not attend these very holidays.

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Nadezhda Makatrova

How to attract tourists and become a travel brand in Russia

If you want the world to change, become this change.

Mahatma Gandhi

Any obstacle is overcome with persistence.

Leonardo da Vinci

Foreword

How do we attract tourists? How not to get lost amid thousands of offers from other cities and countries? How to convince Russians that you can relax in comfort in Russia too, and that a small town is far from Russian capitals is not necessarily a "hole"?

As practice shows recent years, these questions can be heard at all conferences, round tables and forums dedicated to the development of tourism in Russia. They are also heard during our conversations with representatives of local and regional administrations from different parts of the country. And these issues concern not only officials, but also heads of travel agencies, owners of hotels and restaurants, directors of museums, sanatoriums and even local residents who rent out their living space to vacationers ...

So what do you do? "Take an example from Myshkin!" - this dangerous advice is repeated like a worn-out record, all sorts of "gurus". Myshkin is a wonderful city, but, firstly, its strategy will not suit everyone (there are about 6 thousand inhabitants in Myshkin), and secondly, it makes no sense to copy the tip of the iceberg without seeing and not understanding everything that is hidden from the eyes in thicker than water.

Three or four years ago, participants in tourism exhibitions representing Russian cities and regions said: "We would only have money for advertising, and people will come to us!" The money was allocated, the tourists did not go ... Today there is a more professional understanding that attracting tourists is not so much an advertisement as a whole system of tasks, which need to be addressed at the territorial level. And this book is a story about who and how should solve these problems, what mistakes and pitfalls can be here, what resources can be used in work and how to highlight accents. And of course, examples of success.

The book "How to attract tourists and become a tourist brand in Russia" is based on an analysis of the experience accumulated in Russia and the CIS, both successful and unsuccessful, as well as the experience of some foreign countries in the development of tourism and promotion of the territory in the tourism market. In addition, the material for the book was some observations and conclusions made while working on the projects of the consulting company "Konkretika".

This book is methodical, sometimes unpleasant and even offensive, because it tells not only about the possibilities and hidden potential Russian cities and regions, but also about their typical mistakes and shortcomings. But the main value of the book, in my opinion, is concrete practical recommendations explaining WHAT need to do and HOW to do, as well as 420 real-life examples that provide rich ground for your own ideas and solutions.

I hope this book will be your assistant in your work. Enjoy your reading!

Nadezhda Makatrova,

director of the consulting company "Konkretika"

Travel brand: to be or not to be?

Fate leads the one who wants to go, but the one who does not want to go, it drags him.

Cleanthes, ancient Greek philosopher (IV-111 centuries BC)

In the Soviet Union, they did not hear about brands. But at the same time, all the citizens of our vast and multinational country firmly knew that:

If you want to go to the sea, then you have to go to black sea coast Caucasus or Crimea. With small children - to Anapa or Evpatoria;

If on Black Sea there are no vouchers, then - to Azovskoe, to Yeysk;

The intelligentsia preferred the Baltics;

If you need to heal, the direct road to the sanatorium of the Caucasian Mineral Waters;

For fans of excursions and cultural and historical values ​​- Moscow, Leningrad, the cities of the Golden Ring and, perhaps, also Pskov and Novgorod;

Military-patriotic education - Volgograd with its famous Mamayev Kurgan.

All Soviet people also knew about Baikal and Kamchatka, but they did not even dream of getting there - the flight is too expensive, a simple Soviet family cannot afford. These are the real travel brands, created, by the way, with the powerful support of the state ...

Of course, there were many others in the USSR interesting places and routes - "hits" of the district and regional scale, where excursion groups from schools, universities, enterprises and institutions were continuously sent, but they could not compete with the all-Union "giants".

25 years have passed since perestroika ...

Today, looking at the MITT or Intourmarket exhibition in Moscow, you can see hundreds, if not thousands, of new tourist sites and routes throughout the country at the stands. One is better than the other, with intriguing descriptions and amazing photographs. It would seem that new times are new names.

No matter how it is!

Ask an ordinary Russian what cities or resorts in our country he considers the most popular with tourists, and you will most likely get the same list. True, Crimea and the Baltic states (as abroad) will have to be deleted from it, and St. Petersburg will take the place of Leningrad. Let the interlocutor include foreign resorts in the list, and Turkey and Egypt are guaranteed to get into the first line. I'm talking about mass routes. Alpine skiers will habitually call Elbrus, fishermen - Astrakhan.

"How so? Why? The tourist potential of Russia is not limited to 10-15 popular routes ?! We have two orders of magnitude more! " - one of the readers will be indignant. The potential may not be limited, but the perception of the tourist, according to the laws of marketing, alas, is not rubber. The law states: the number of bright, memorable images on the market is limited. I recommend that you re-read the highlighted phrase two more times.

It only seems at first glance that it is enough to come up with "something original", and you will be noticed. You can think of anything you want, but here's the question:

- Will they remember this (against the background of competitors' proposals)?

- Will they buy it (by comparing different offers)? And buy more than one season, but at least ten years in a row.

For clarity, here are two useful analogies.

1. Each class has its own "excellent student", "poor student", "clown", "sportsman", its own "beauty". And sometimes - his "outcast" (remember the movie "Scarecrow"). It is very problematic to characterize all other children in terms of their role in the classroom.

2. In the 90s, many different shops and shops were opened in Russian cities, and today most of them "died", giving way to network players. By the way, in Europe, about 80% of goods are sold through chain stores.

What is the conclusion in relation to tourism?

In five years, a new pool of travel brands of all-Russian importance will be formed in Russia. It is clear that Moscow and St. Petersburg will automatically retain their leading positions due to their exceptional starting opportunities (just as there are three main TV channels in the country and ... all the others). Resorts on our warm seas(unless there is a sharp climate change). And who else will be included in the list of the strongest is still in question ...

If the heads of the city and regions mentioned at the beginning had been actively developing during the 25 years of perestroika, and had not relied on the tourist resources accumulated over the previous decades, then everyone else would not have been destined to catch up with them in the foreseeable future. However, the development was remembered only 5-7 years ago, thus giving a chance to their neighbors.

The importance of getting into the leader pool is illustrated by the Zipf (Zipf) curve

Picture 1

Zipf (Zipf) distribution

Those cities and regions that find themselves in the tail of this curve may not count on anything serious ... Perhaps they do not need this, and tourism for them is like birch sap in an ordinary grocery store: they hardly take it, but for the assortment there is ...

At the same time, our conversations with representatives of local and regional administrations indicate that in many parts of Russia they take tourism seriously, hoping with its help to give a new impetus to the development of the territory and replenish the budget. For this purpose, short-term and long-term programs are being developed everywhere, new travel brands are announced, advertising catalogs are printed, exhibitions and presentations are held, journalists are invited, etc.

Why can't many cities and regions make a leap forward and significantly increase the tourist flow? What needs to be changed at work? A detailed answer to these questions will be devoted to the subsequent chapters of the book, and here I will only outline the key points.

Almost everyone calls the development of tourism a priority. Russian region, but few can boast of real success in this matter. Meanwhile, experts in the field of territorial development believe that the regions need to learn how to invest and earn money on tourism using modern business tools. " Russian tourism»Discussed with experts how to properly attract tourists to the regions.

1. Determine the goal... The authorities of any region must first of all decide why they need tourism, I'm sure general manager consulting company "Konkretika" Nadezhda Makatrova. The experience of Chukotka is indicative in this respect. Obviously, millions of tourists will never come to the peninsula (far and expensive for most Russians), so the district administration has set a very realistic bar - two to three thousand travelers a year. The main task of the development of the industry is to borrow local population so that it does not leave for other regions and drink too much, as, unfortunately, it happens in a number of Russian regions.

But if the main goal is still to replenish the treasury, you need to analyze your own resources and capabilities, the experience of neighbors, existing demand, supply and decide on the correct positioning. Often the regions do not even need to invent something new, it is enough to talk with experts and tourists, find out, for example, on the forums, why people most often come to this area, what they take pictures, what they recommend to see their friends.

2. Find Differences... Sometimes regional administrations do not find an answer to one of the main questions: how tourism will differ here from tourism in other places. Meanwhile, positioning is the basis that determines the vector of development and helps tourists to make the right choice. For example, in Altai, there are practically no mosquitoes - a significant factor for those who like outdoor recreation. But this information is known only local residents and, possibly, to tourists from neighboring regions and is not at all obvious to Muscovites. However, neither the authorities of the region, nor travel agencies practically do not focus on this.

“The formed tourist product should be as clear as possible for the tourist. In other words, people should clearly understand why they should go, for example, to resorts. North Caucasus, and not, for example, to Turkey, ”says Anna Dinelt, director of the Regional Marketing Agency.

3.Choose a slogan... This is another step in positioning the territory. Moreover, the very common "soul", "heart", "eyes" and other parts of the body of Russia are not very successful. You should not copy famous slogans from other countries. For example, the slogan “Smile, you are in Spain”, when transferred to Russian reality, can at least cause a comic effect.

5) don't stop halfway... The actions of two Siberian regions - Omsk and Kemerovo regions... In the first case, the authorities took the path of creating an official brand, which has already begun to draw attention to the region. In Kemerovo, the myth of the existence of the Yeti is actively exploited, in search of which journalists and film crews regularly come to Kuzbass. Nevertheless, Anna Dinelt admits, these are only the first steps, which should be supported by a strategy: “It is not enough to invent a logo and a slogan. They can be printed on a T-shirt, but what next? It is important that the region joins the competition for hosting international events that can attract tourists. "