Develop a set of measures to attract foreign tourists to the Russian Federation. Clients

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

• Focus on events and attractions unique to the city. Even a small or strange attraction can attract 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 can’t get or see somewhere else?”
• Work with your tourism development committee and focus on the three most exciting things your city has to offer. The more facts you provide, the more interesting the city will become for tourists.

Business on symbols that did not exist

Many tourist places, especially those that have appeared in recent decades, do not have any symbols of their own by which this place would be uniquely recognizable, like Mount Belukha in Altai or the beaver at the Bobrovy Log ski resort in Krasnoyarsk. The business idea is to create and popularize a symbol - it could be an animal, real or mythical, a sign, a statue or anything else - and then make money by 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 are made in advertising and 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 obvious.

Success with virtually no investment will be realized when the author himself is directly involved in the production of souvenir products, or even owns the production or is ready to create it.

The idea seems absurd, but there are examples of its successful implementation. This is the famous Museum of Mice, for example, or the Yeti as a symbol of the Sheregesh ski resort. In both cases, first a large specimen 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 pine board in his hands, the size of a person), tourists actively take pictures against the background of these statues, and soon a small tray with smaller samples, and after a few years it is already a well-functioning industry, bringing its owner a good profit.

	How to attract tourists to a guest house -
	How to attract tourists? - 5 ways -
	How to attract tourists to Russia -
	How to attract tourists to a travel agency - brief instructions

Video - Development of tourism in Russia:

Currently, the most promising types of tourism in the global tourism market, growing at a faster pace, are:

– cultural and educational tourism, covering 10% of the total international tourist flow and characterized by a high average rate of tourist spending;

– active types of tourism, such as sports and adventure, which are becoming increasingly popular in the world;

– specialized tourism, implying such varieties as environmental, scientific, educational, event, medical and recreational, etc.;

– cruise – sea and river cruises, in which more than 12 million tourists participated in 2006;

– business tourism, covering the so-called MICE industry (business meetings, events, conferences, incentive trips).

Yacht tourism in Russia as a whole is just beginning to develop, and the number of tourists is no more than 0.5% of the domestic tourist flow; it is most popular in the Leningrad region and Karelia, although it could develop in all of the named coastal regions.

One of the pressing problems is the problem of the transport component in ensuring the further development of tourism in Russia. This applies to aviation, rail, water and road transport, and the construction of highways.

An important aspect of shaping the image of Russia as a country open to the world is its visa policy. Currently, strategic importance is attached to the dialogue with the EU on the abolition in the long term of visas for mutual trips of citizens of Russia and the EU. Issues of simplifying visa formalities are beginning to be successfully resolved at the bilateral level. Examples of this are the Agreements between the Governments of Russia and Thailand, as well as Russia and Israel on visa-free travel for citizens. At the same time, the issues of facilitating access for foreign tourists to the internal waters of the Russian Federation, to the northern regions, which have significant potential for the development of inbound tourism, remain unresolved.

Non-commercial advertising abroad is currently carried out in a number of European countries, such as Germany, Great Britain, Austria, Spain, Italy, France, as well as in Japan and China, using outdoor advertising and media advertising. The scope of this work is limited by existing budget funding.

There is widespread promotion of holidays in the country for Russian citizens on all-Russian and regional television, stories about the benefits of holidays in Russia are posted on radio and television, in major print publications, and in Russian cities.

Advertising and information products on printed and electronic media are published in large quantities in 11 languages ​​of the main destination markets and are intended for non-commercial distribution at international tourism exhibitions, through Russian foreign missions, the World Tourism Organization and other international organizations, at official meetings with the leadership of national tourism organizations of foreign countries and similar events.

International events of an event nature stimulate the promotion of Russia as a business tourism country that has the appropriate infrastructure, personnel and tourism product. These include annual international conferences, seminars and other forums devoted to the most pressing problems of tourism development. The Days of Russian Tourism held in countries that are the main destination markets, as well as thematic expositions within the framework of national general exhibitions abroad, have proven their effectiveness.

5. A Russian company operating in the field of receiving foreign tourists (domestic international tourism) plans to enter new segments - American and Japanese. It is necessary to identify the differences between Japanese and American tourists and take them into account when developing advertising campaigns.

Features of Japanese tourists:

Japanese tourists are very attractive to many countries because... during their travels they spend quite large sums, on average 2-3 times more than any other foreign tourist, which is very beneficial for the host country. In this regard, a struggle is heating up between host countries to attract Japanese tourists. In order not to remain aloof from these changes in the global tourism market, it is necessary to conduct a deep and comprehensive marketing analysis of the main trends in the development of tourism in Japan. To increase the influx of Japanese tourists to Russia, it is necessary to study both the internal factors influencing the Japanese choice of tourist destinations and the capabilities of the Russian side to receive Japanese tourists.

Attracting foreign tourists to the country depends on many different factors: economic, political, environmental and, of course, related to the problem of tourist safety and the level of development of services. This, first of all. quality of service for foreign tourists in hotels, transport, tourist excursion enterprises and cultural and entertainment institutions, level of information services, etc. Japanese tourists demand a high level of comfort from accommodation, transport, information services, not inferior to Japanese. At the same time, they want the pleasure they receive to correspond to the payment and do not adhere to the principle “the cheaper, the better.” In addition, Japanese tourists are considered very specific tourists in terms of food habits, customs, and are very sensitive to safety and sanitation issues, so their reception must be prepared in advance.

Among the factors that determine the choice of a travel destination by a Japanese tourist are the following: safety of travel, popularity of the destination, attractiveness from the point of view of the purpose of travel, reasonable price, comfort and ease of travel, ease of movement. When choosing a means of travel, the Japanese first of all pay attention to flight safety and the possibility of using preferential fares, the so-called FFP (Frequent Flier Program) mile cards. Last but not least is the service in the aircraft cabin, which includes logistical aspects of the service (hard) and organizational aspects (soft). Additional services include the provision of tourist goods.

An analysis of preferred travel purposes shows that over the past 5 years there have been no changes in the top five travel purposes, which indicates that these purposes are stereotypical. It can be noted that the trips have a strong excursion focus; in particular, admiring nature and landscapes, as well as getting to know historical and cultural attractions, come first.

Japanese tourists, especially women, love shopping. The Japanese have a national custom: from a trip they should bring a lot of gifts for relatives, neighbors, and colleagues. Handicrafts are especially popular, so developing souvenirs that suit the tastes and inclinations of the Japanese leads to increased tourism income. Japanese tourists love souvenirs that can be used in everyday life. Therefore, national Russian souvenirs are well suited for the Japanese, and they are also lightweight, easy to pack and do not break. The existing problem of the language barrier requires a special approach to sales technology; in particular, it is recommended that the sale of goods be carried out at prices that are reasonably set and clearly indicated on the price tags. You should also consider issues related to packaging and removal of souvenirs.

Japanese tourists are extremely inquisitive, and when traveling they strive to see and hear as much as possible. They eagerly and joyfully get acquainted with the folk art of the host country, which cannot be seen anywhere else. Based on this, to get acquainted with the history and culture of the host country, a developed information service about museums, exhibition halls, a well-selected exhibition, etc. is necessary. It is advisable to have guides/translators in Japanese and booklets in Japanese. Considering that the services of Japanese-language guides and translators pay off only with a certain number of Japanese tourists, sometimes it is advisable to limit ourselves to publishing booklets in Japanese or English.

For many Japanese tourists, the purpose of travel is to experience foreign cuisine. When meeting Japanese people, you should remember that the dishes are suitable in taste and portion size for the Japanese: less oil, more vegetables and not so large portions. It would be better if you could add salt and pepper to your taste, and the presence of soy sauce on the table should be considered a mandatory wish of every Japanese tourist. It is necessary to have non-carbonated mineral water. In terms of their behavior patterns, tastes and preferences, Japanese tourists are in many ways similar to tourists from East Asia. In this regard, success in attracting Japanese tourists to Russia will correspondingly lead to an increase in the flow of tourists from East Asia.

For American tourists:

In turn, Americans have similar requirements for tourism as the Japanese, but the peculiarity is the Americans’ love for a wild lifestyle on vacation and extreme sports. For Americans, the ALL INCLUSIVE system is very important, and even more so, since Americans love to steal from hotels.

By “insight” we mean a certain hidden or explicit need, based on which a marketing offer can be made. Offer tools for finding insights for the target market using a specific example (for example, creating a hobby center in which they select, model and organize the hobbies of city residents).

Any messages distributed on behalf of the brand should be based on the needs of the audience and serve as a kind of response to consumer requests. Needs, only more universal, also determine the core idea underlying the brand positioning. Without identifying needs, it is impossible to build any effective communications with the audience.

There are several levels of needs: from quite obvious to hidden, which are sometimes not advertised and are not quite clearly understood by the consumers themselves. It is the implicit, but very significant needs for the audience that often become the basis of the most successful advertising messages, which have a great motivating effect on the audience. Such needs are usually called insights - from the English insight, which literally means “the ability to penetrate into the essence.”

It is often believed that insights are the fruit of intuition, sudden insight or illumination of outstanding businessmen and marketers. This is true to some extent, but, fortunately, as marketing science has developed, approaches and techniques have been created that provide a high level of formalization of the process of studying needs. Thanks to modern marketing technologies, it is now possible to deeply dive into the needs of the audience, providing a high probability of identifying insights.

For example, let’s consider the search for insights using the example of creating some kind of circles (a club for beer lovers, night fishing, medium-rare oysters, etc.). The idea is to create a place where people will come, communicate with each other, bring in new ideas that can be used for further positioning of the product, increasing its competitiveness, etc. The method of searching for insights in hobby centers represents in-depth work with a relatively small number of consumers - on individual level or as part of microgroups, the format of which allows for an individual approach to each participant. The studies are designed to provide fine segmentation, e.g. dividing the audience into small segments whose needs may vary. This approach ensures that all the nuances manifested in the requests of different consumer groups are taken into account, and as a result, a set of insights is formed, on the basis of which carefully tuned messages are built.

7. Nowadays, before producing something, marketing finds out what a person needs. At the same time, in general, marketing does not take into account how beneficial what is offered to a person is. While marketing gives a person the tools of social and socially oriented existence.

Nadezhda Makatrova

How to attract tourists and become a tourism brand in Russia

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

Mahatma Gandhi

Every obstacle is overcome with perseverance.

Leonardo da Vinci

Preface

How can we attract tourists? How not to get lost among thousands of proposals from other cities and countries? How to convince Russians that you can relax in comfort in Russia, and that a small town far from the Russian capitals is not necessarily a “hole”?

As the practice of recent years shows, 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 questions 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 to do? “Take an example from Myshkin!” – this dangerous advice is repeated, like a broken record, by various “gurus”. Myshkin is a wonderful city, but, firstly, its strategy is not suitable for everyone (Myshkin has about 6 thousand inhabitants), and secondly, it is pointless to copy the tip of the iceberg without seeing and understanding everything that is hidden from view in thicker than water.

Three or four years ago, participants in tourism exhibitions representing Russian cities and regions said: “All we need is money for advertising, and people will come to us!” Money was allocated, tourists did not come... Today there is a more professional understanding that attracting tourists is not so much advertising, but a whole task system, which need to be addressed at the territorial level. And this book is a story about who should solve these problems and how, what mistakes and pitfalls there may be, what resources can be used in the work and how to place emphasis. And of course, examples of success.

The book “How to attract tourists and become a tourism 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 developing tourism and promoting the territory in the tourism market. In addition, some observations and conclusions made while working on projects of the consulting company “Konkretika” served as material for the book.

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

I hope the book will become your assistant in your work. Have a productive reading!

Nadezhda Makatrova,

Director of the consulting company "Konkretika"

Tourism brand: to be or not to be?

Fate leads those who want to go, and drags those who do not want to go.

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

In the Soviet Union they had not heard of brands. But at the same time, all citizens of our huge and multinational country firmly knew that:

If you want to go to the sea, then you need to go to the Black Sea coast of the Caucasus or to Crimea. With small children - to Anapa or Evpatoria;

If there are no vouchers to the Black Sea, then to the Azov Sea, to Yeisk;

The intelligentsia preferred the Baltic states;

If you need treatment, the direct route is to the Caucasian Mineral Waters sanatorium;

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

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

All Soviet people also knew about Baikal and Kamchatka, but they didn’t even dream of getting there - the flight was too expensive for a simple Soviet family to afford. Here they are - real tourism brands, created, by the way, with strong support from the state...

Of course, there were many other interesting places and routes in the USSR - “hits” on a regional and regional scale, where excursion groups from schools, universities, enterprises and institutions were constantly sent, but they could not compete with the all-Union “grands”.

25 years have passed since perestroika...

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

No matter how it is!

Ask an ordinary Russian which cities or resorts in our country he considers the most popular among tourists, and you will most likely receive the same list. True, Crimea and the Baltic states (as foreign countries) will have to be deleted from it, and St. Petersburg will take the place of Leningrad. Allow your interlocutor to include foreign resorts in the list, and Turkey and Egypt are guaranteed to be in the first place. I'm talking about mass routes. Skiers will usually call it Elbrus, fishermen will call it Astrakhan.

"How so? Why? Russia's tourism potential is not limited to 10–15 popular routes?! We have two orders of magnitude more of them!” – one of the readers will be indignant. The potential may not be limited, but the perception of tourists, according to the laws of marketing, is, alas, 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 is only at first glance that it seems that it is enough to come up with “something original” and you will be noticed. You can come up with 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 not just one season, but at least ten years in a row.

For clarity, I will give two useful analogies.

1. Each class has its own “excellent student,” “low student,” “clown,” “athlete,” and its own “beauty.” And sometimes - your own “outcast” (remember the film “Scarecrow”). It is very problematic to characterize all other children in terms of their role in the class.

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

What is the conclusion from this in relation to tourism?

In five years, a new pool of tourism brands of all-Russian significance will be formed in Russia. It is clear that Moscow and St. Petersburg will automatically retain their leadership 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 will also be in a privileged position (if there is no sudden climate change). And who else will be included in the list of the strongest remains in question for now...

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

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

Picture 1

Zipf distribution (Zipf)

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

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 tourism 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 breakthrough and significantly increase the tourist flow? What needs to be changed at work? Subsequent chapters of the book will be devoted to a detailed answer to these questions, but here I will only outline the key points.

Belarus is open to the world. We want people to come to us, to talk about us, to come back here. One of the proofs is the introduction of a five-day visa-free regime for citizens of more than 80 countries. Of course, such an initiative contributed to the growth of tourist flows. However, this is not enough. Secretary General of the World Tourism Organization Taleb Rifai is convinced that our country is capable of receiving 2-4 times more tourists. How to achieve this? By creating and promoting a brand of Belarus that will tell foreigners about it.

It was the development of a brand for our country that became one of the key topics at the International Tourism Conference “Destination Branding: Innovative Ideas for Attracting Tourists,” which brought together more than 300 participants from 30 countries in Minsk last week.

No matter what anyone says, Belarus still remains a blank spot on the tourist map of the world. Even if a foreigner has heard something about it, he does not understand what kind of place it is and what is special about it. The problem is that we ourselves cannot yet give a clear definition in this regard. Belarus is hospitable, picturesque, sporty... But what is the main thing here?

It has been noticed: when choosing a travel route, tourists have recently asked search engines not for a specific country, but for the attractions they offer. For example, “active recreation”, “best beaches”, “ancient architecture” and so on. Therefore, it is very important that the destination loudly and specifically declares itself to the world.

For example, Slovenia has been positioning itself as a green country for ten years. Green means ecological, active and healthy. The brand is recognized not only domestically, but also globally. To make this happen, to make it work, we had to spend a lot of years and resources. But the result was worth it - last year we wanted to visit this country

42 million people. The creation of the brand helped increase tourist flows to many countries - Georgia, Malaysia, India, Colombia and others. There is a lot to see in Belarus: beautiful nature, rich cultural heritage, developed sports infrastructure... However, all this should be united by one concept or slogan. For example, “beautiful”. This option was proposed by the Secretary General of the World Tourism Organization, Taleb Rifai:

A country's brand should reflect your values, what is important to you. “Beauty” can be a keyword when creating a country brand. It’s not for nothing that the Italian word bello, which means “beautiful,” is consonant with the name of Belarus.

At the conference, a proposal was made to make Belarus a romantic country, since there is a strong connection with history, traditions and legends. There was an option to present Belarus as a country where your interests will be shared.

Creating a brand is only a small part of the big job of attracting tourists. Once it is created, it is important to choose the right path to promote it. And standard methods will not work here. Billboards, posters at the airport, brochures at embassies and even advertising on TV are all of the past. Countries with a large flow of tourists engage primarily in online marketing, using popular platforms such as tripadvisor, expedia, and so on.

However, Belarusians can already boast of certain successes. A couple of months ago, we launched our own analogue of booking.com - the VETLIVA portal, which allows you not only to find out details about our country, but also to book any tourist services at any time and from anywhere in the world. Today, the site is visited daily by more than 4 thousand people.

Social networks also play a big role in popularizing a brand today. Their use helps to give life to a brand, quickly convey its meaning and conduct business dialogue between companies. Many countries attract celebrities - singers, actors, athletes - to popularize their national brand. More non-standard approaches can also be used. By the way, we have a good example - the branding of the Belavia aircraft by the Belarusian company Wargaming, the developer of the world-famous game World of tanks. And the “tankolet” works well for the country’s image, says Wargaming PR manager Ivan Zhivitsa:

- “Boeing” with a bright inscription “A game from Belarus, which the whole world plays” is now flying to 28 countries. It has already carried hundreds of thousands of passengers. And millions saw it! No billboard advertising the sights of Belarus would have brought such success.

Every year the number of people traveling around the world is growing. In 2016, more than 1.2 billion people were looking for new experiences in different parts of the planet; in 2030, international experts predict, this number will reach 1.8 billion. As the number of tourists increases, so does the competition among destinations. And in order to take your place in the tourism market, you need not be afraid to expand the boundaries of your own vision and use creative methods to attract tourists.

OPINIONS

Janez Sirce, project manager “Support for sustainable development of tourism in Belarus”:

Belarus is of interest. People who come here for the first time are delighted with what they see here and who they communicate with. There is a need for the country to come up with its own brand and logo. At the same time, Belarusians must realize that when presenting the country on the world tourism market, they must present not only a logo, but also a high-quality tourism product that will satisfy consumer demand.

Sandra Carvao, Head of Communications, World Tourism Organization:

A brand is an image in the minds of potential customers. This is who we are to others. But it's also who we really are. It’s not enough to just talk about the brand. It is important to illustrate it with action.

Tornike Zirakishvili, head of the international relations department of the Georgian National Tourism Administration:

The main lesson I learned from marketing experience: what you don’t believe in doesn’t sell. Many destinations fall into the trap of trying to make something of themselves. You need to show who you are, what is your authenticity, what you really love.

IMPORTANT

Belarus is...

Several options for the country brand will be submitted for public discussion by the end of the year.

Now experts from the EU-funded project “Supporting Sustainable Development of Tourism in Belarus” are working on their development. They will choose the one that receives the highest rating from international experts, consultants, foreign tourists and Belarusians themselves. After all, when creating and promoting a national brand, it is very important that the local population likes it.

The project experts create not only the brand of Belarus. They have already developed a tourism development strategy and logos for five Belarusian regions and tourist sites: Naroch, Kamenets - Pruzhany, Mstislavl, Polotsk and the Augustow Canal. These are pilot destinations. The brand of each of them was created taking into account the history of the region, landscape, attractions and other characteristics. For example, they propose to position Naroch as a source of health. Mstislavl is like living history and an impressive landscape. And the Augustow Canal is a cross-border cultural heritage complemented by adventure activities. Project experts hope that the regions will use the developed brands and logos. It may take years until they are accepted by local authorities, the population, and tourists. But if the brand works, the result will please everyone. In addition, pilot destinations should become an example for other regions of Belarus. I would like to believe that they are successful.