Translated material
It's time, my friend, it's time!
The main trends of "Intercarkets-2017" are the unification of the regions, mass events and small cities.
The report of the incomparable Alla Mikheeva about Kikimor in the “Evening Urgant”, apparently, helped a lot of the popularity of the exposition of the Kirov region at the XII International Tourist Exhibition “Intercarket”, which ended the other day in Moscow. It was very difficult to get to the suggestions of Vyatka. Employees of the tourist and information center and the Flying Ship company tried to charm all those interested in smiles, explain everything, tell and take a picture together. Against the background of large -scale, not particularly limited in resources for their representation of the Altai Territory, the Chechen Republic and Tatarstan, we looked very modest. Plasma panels, multimedia presentations, dance-sand show and full foods did not please anyone. It was calm, in a businesslike way, but with a highlight. We erupted against the background of other regions due to enthusiasm, benevolence and ingenuity. In a few hours, the Dymkovo lads, Kikimora, and Metelitsa appeared on the stand, hats from the Vyatskopolyan Museum of the Hat were constantly changing. Only the next gap in the representations of visitors was embarrassed: whether they are called in Vyatka, or is this a place in the Kirov region or not?
#Prevent Poporossia
The Exhibition "Intermarket" is a three -day holiday, on which - in all its diversity - 81 regions of Russia were represented. The crisis seems to have been overcome with us - it's time to travel around our native country. At least, a “foreign” hall with stylish, powerful stands of Greece, Turkey, Egypt, Bulgaria, China and other attractive countries openly empty.
The noticeable features of this year include an active presentation of interregional tourist routes united by a single brand at the macro -regional level (Central Russia, the Big Urals, the North Caucasus). This is not only the “Golden Ring of Russia”, here is the “Great Silk Road”, and “The Great Tea Way”, and “Russian Manor”, and “Eastern Ring of Russia”. The theme of the "silk path" seems to be in trend. The rise in demand for auto travel, and, accordingly, for organizing motels and campsites, as a solution to problems on the completely comfortable accommodation of tourists in our short summer period, is noticeable. Campers (Autodoma on wheels) are offered in various versions, including rental, used, with the creation of entire complexes.
The “Intercricate” and a rich business program with a useful exchange of experience, specific finds and techniques for attracting tourists and working with them were distinguished. For such a huge country, it makes no sense to secretly secretly and play know-how. There is an interest in integration. For example, this year the “guest of the Crimea” is launched. A widely known approach to integrated, standardized sales of tours and services allows you to save on card owners up to 50%. There are already cards of guests of Moscow and St. Petersburg. The first “Russian” minister of resorts and tourism of the Republic of Crimea, Elena Yurchenko, assured that “guest cards” will provide not only discounts, but also proven, guaranteed and reliable services for nutrition, placement, transport, and show objects. Moreover, they can be scored both in the republic itself and in the tourist and information centers of cities with which there is direct aircraft.
From clusters - to small cities
To the general satisfaction, at the IV conferences for the development of tourism in small historical cities “Real Russia” [1] , a member of the Federation Council, the chairman of the Expert Council of the upper house for tourism, Igor Fomin voiced the intention to change the concept of a new federal target program for the development of domestic and entry tourism. If the previous FCP, which ends in 2018, was focused on large -scale projects in tourist clusters, on the development of the main infrastructure, then the new approach should include support for small and medium -sized businesses so that small cafes, hotels, and places of leisure emerge appear. Is there a desire to link the program with small historical cities and settlements, so that it is beneficial for small businesses to work there and develop these territories (maybe our Slobodskaya with Orlov, Urzhum and Kotelnich or Lalsk with Kay and Nultikhin will be more convincing?).
Just the practice of small cities was presented at the conference in full. The number of tourists in Myshkin or Uglich is not inferior to their popular neighbor Suzda, and in terms of per capita - higher than in Paris. When plants and factories collapsed in the towns, it was in tourism that a way out for further life was found. He became the main strategy of these cities. In this regard, the director of the Association of Small Tourist Cities of Russia Elena Kaneva, who was responsible for ten years in Uglich for tourism and international relations, voiced a success recipe. This, in her opinion, is primarily the active head of the city, which believes and helps, then - the responsible administrative structure for the development of tourism, then the active local community, including business. The combination of the activities of three components allows you to get the result. The path is not bustling, visible and understandable results can appear in ten years. If the initiative goes only from below, then even more time can be needed, and the head usually also changes.
The core of tourist attractiveness, in addition to “what to see”, is an event calendar. All municipal and, if possible, regional resources for culture, sports, education, support of entrepreneurship and road repair come here and are united around events [2] . Then - the media and the Internet, presentations everywhere where there is an opportunity to declare yourself: at conferences, exhibitions, in professional communities. This is systemic and persistent work. Then it becomes possible to get into federal programs, get grants, and in various areas from culture to small business, and not just in tourism. It is important to preserve the sustainable development of the created tourist product. And also neighbors in the same territory need to negotiate with each other - from the outline of events and ending with the difference from each other.
What awaits a tourist in the city? Perennial studies of the association have shown the priority of five expectations: first of all, this is transport accessibility, then modern infrastructure (plank toilets repel any impressions). What is the interest? It sounds briefly as follows: he should exclaim "What a beauty!" He is impressive “delicious stories”, including in the literal sense - food, drinks and sweets. In addition, for our tourist, arrival in a small city is a “big and unhurried walk”, as a rule, on Sunday rest with the whole family with participation in an active event.
The Minister of Culture of the Tula region Tatyana Rybkin confirmed the conclusions of the association on the example of her region, from which the real Russia project began at one time. According to her, a real breakthrough occurred only five years after the start of the progressive and targeted movement towards the development of tourism. Ten settlements were allocated and for each of them created development strategies and programs. The advantages were based on princely cities. As a result, for example, in Odoev there are now five museums (there was one) around which all events are concentrated. In 2016, more than 15 thousand tourists arrived in the town, this year the first hotel will appear here. The history of Russian Railways provides great assistance to the development of tourism: during the reconstruction or repair of stations, the history of settlements is taken into account, they literally turn into additional museums from which the tourist path begins. A similar approach is used by the Ministry in the repair of clubs: they are also considered as an element of tourist infrastructure. "The tourism virus settled in the Tula region." Investors went to small cities, four hotels have already been in the city of Bogoroditsk, in 2016 80 thousand tourists have visited here (+20%). The process joined the process: two thousand inhabitants in Epiphanie, and 8 thousand guests are accepted.
Someone may object that the history of these cities is much richer than Vyatka or that there are more objects of inspection there than ours. Dubious arguments. The famous Tver Torzhok, in which 77 monuments of federal significance (!), On the contrary, does not know what to do with them. There is no federal funds, but the principle of transfer to the rent “per ruble” does not work. Investors are at first inspired, but then, having studied the regulatory framework and restrictions, they leave without concluding contracts. The requirements of the legislation - it seems to be fair and logical - cause a rise in the cost of reconstruction of hundreds, or even thousands of times with catacombs of papers and approvals (remember criminal cases against officials of the Ministry of Culture of the Russian Federation after the reconstruction of such monuments).
Or an example of the Moscow city of Dmitrov, which is now more famous for its ski resorts than a unique Kremlin. According to Natalia Zarebo, the deputy director of the local museum, special mass events oriented to tourists and more clearly positioning will be able to change the situation. Such is seen by the revival of unique gingerbread production based on the boards found in the museum, holding gingerbread festivals. But the recipe for Dmitrov gingerbread is lost, now enthusiasts are conducting research in archives. Local residents who accept this brand better than the existing fabulous-the “Zari-Frog” also joined the process.
To help small cities “Real Russia” presented five large-scale art projects that will be implemented in 2017: “Infographics of the Small Historical City”, “Country of Cities”, “Art Association”, “Manor Express” and “Big Ring”-participation in which the cities will appear at the modern art of the country (by the way, in most projects the participation of cities is free).
The multi -billion dollar market was given to Asia
Naturally, there is no tourist and no hospitality industry and cannot be without souvenirs. At the round table, impressive figures were sounded on the trends in the modern development of tourist souvenir products: the volume of the TURSUENIVER market in the United States $ 18-20 billion, in Russia-at the level of one billion, while up to 80% of production is concentrated in Asia.
The Executive Director of the All-Russian festival-competition “Tourist Souvenir” Veronika Kosykh showed what and how to do it for the successful development of the industry, about the prevailing requirements of tourists, including price positions and packaging. The most striking examples concerned the transformation of traditional objects of folk art crafts (NHP), which are rich in regions, into modern tourist souvenirs. Not without comparison of Khokhloma and Dymkovo toy [3] .
One of the decisions of turning into an accessible souvenir is the transfer of traditional ornaments or patterns from NHP to other media. For example, now Khokhloma can be seen on women's beads and earrings, silk scarves and handbags. Standard key cards and magnets are transformed into unique works. Thus, designer handmade brains appeared with a special story-“Yoshkin” (of course, this is Yoshkar-Ola). The complex supply of souvenirs remains important, using just legends or stories that emphasize their uniqueness. From the “Chuck-Chak Museum” in Kazan, the visitor does not only leave the national delicacy, but also sends a special card to friends or home, and after stories about life and home way of Tatars can acquire national female jewelry or apron on which national patterns can embroider (all the necessary attributes are naturally embedded). The creation of a souvenir with your own hands is a general and unconditional trend. This was confirmed by Elena Surgulidze, head of the coordination center of the interregional project “Patterns of the Cities of Russia”. According to surveys, 95% of NHP manufacturers are not ready to conduct interactive with tourists, especially with children: “Dirty, dangerous, difficult.” But it is enough to put such a task, to make out the whole process in individual stages - and there is always a solution, including using disposable workwear, the participation of guests only in individual processes, etc. As the manufacturers of Northern Ink and Pothars did. Introduction to the secret of creating forever remains in memory.
An absolutely free niche for which demand has been revealed is national costumes, including their use in event events. Another trend is the preservation of unified territorial stylistics in all souvenir products: from a magnet, plate or glass-to packaging and objects of folk art, for example, through the use of national ornaments and symbols, including state-owned ones (examples of Chuvashia and Udmurtia are indicative here). Often these ornaments are already modernized, stylized in original design solutions. Behind each symbol used, again, has its own legend or history, which allows you to add uniqueness even standard, traditional sets that are in any territory.
As the President of the National Association of Event Tourism Specialists (Nash) Oleg Alekseev joked, there is a confectionery factory in each region to produce its “special” gingerbread cookies, cookies or sweets with chocolate. There is no need to invent anything except special packaging, which will reflect the peculiarity of this city, museum or route. Food as a souvenir is traditional, understandable and tasty. Including through the emergence of gastronomic sets such as “Passer Personal Personables” from Udmurtia or Altai Gostin “from Shukshin”. Of course, it is necessary to make efforts to form their own, special gastronomic souvenirs, to position their uniqueness, to open special cafes and restaurants for tourists from the authentic territory of the kitchen (by the way, Vyatka’s claims have expressed: they say, you have Vyatka Kvass, and our kvass is no worse, but no one knows it).
The real results of the “Intercarket” will let the summer tourist season begin soon. How much interest in the native country will be higher than the “opening” Egypt and the current ruble course. Representatives of the Altai Territory say that they will have more tourists than usual. In the meantime - at the exhibition itself [4] - they sold almost a ton of Altai cheese, 5000 liters of soft drinks, 500 bottles of wine from Altai berries, 35 liters of meads and 70 kilograms of honey. Not bad, just say, the result for three days of work.
Notes:
[1] organized by the Public Project “Real Russia”, ANO “Institute for the Study of Sustainable Development of Tourism” and GEF “Financial University under the Government of the Russian Federation”, with the assistance of editors of portals, conduct tourism and Trip2rus.
[2] “TDT” has repeatedly turned to the topic of event tourism: “I don’t know another country where it is ...” , “The living map of Russia in the Hilton Hotel .
[3] About the competition and its results, using the example of the Kirov region, can be found in the material “TDT” “SUCCOUNT PARAD” .
[4] See here .