Unity of pride and meaning: the National Centre RUSSIA hosted the discussion on how the creation of regional branches will transform the country

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The final event of the Global Exhibitions Day programme on June 11 at the National Centre RUSSIA was a panel discussion where experts examined the prospects and opportunities arising for the regions with the creation and development of a network of regional branches of the National Centre RUSSIA.

The decision to establish regional branches was made by President of Russia Vladimir Putin. Experts discussed the potential this initiative unlocks for the regions, how to shape a unified space that fosters pride in both national and regional achievements, and how exposition concepts can convey essential meanings to visitors. The discussion was moderated by Daria Ostrovskaya, CEO of the R&C Exhibition Research Centre.

By presidential directive, five regional branches are to begin operation by the end of 2025. The regions were selected following a competitive project defence involving 15 constituent entities of the Russian Federation. All branches will become spaces of dreams, pride, achievement, and the future — places where every visitor, organiser, and partner can contribute, as people are at the heart of this initiative, noted Olga Pilyavskaya-Binda, Adviser to the Director General of the National Centre RUSSIA.

"One of our main objectives is not only to pass on the experience of hosting the International RUSSIA EXPO, but also to preserve its unique atmosphere. The exposition inspired people to dream, reawakened a long-lost sense of national pride. And the regional branches of the National Centre RUSSIA are more than just expositions. They will become centres of attraction, growth points, and spaces of aspiration—places that preserve the atmosphere of inspiration, development, and pride in our country," said Olga Pilyavskaya-Binda.

Deputy Governor of Sevastopol Maria Litovko shared the region’s experience participating in the RUSSIA EXPO, spoke about what the Sevastopol branch of the National Centre RUSSIA will look like, and emphasised that the benefits of this network will be felt not only at the regional level but throughout the entire country.

Natalia Belyakova, Director of the Department for Expeditionary Activity and Tourism Development at the Russian Geographical Society, addressed the importance of reflecting regional brands within the concept and exposition space of future branches.

Creative producer and host of the programme Home is Best on Moscow FM 92.0 Amalia Akopova drew attention to the importance of creating a "seamless" environment across the branches of the National Centre RUSSIA. She also noted that every event in the regional branches’ cultural calendar should aim to provide tangible benefits for its visitors.

Art scholar and architectural historian Yelizaveta Likhacheva shared insights on how to begin the conceptual development of a branch with the outlined goals in mind. She also invited reflection on a fundamental question: when it comes to attracting the attention of regional guests and residents, which matters more — form or content?

At the end of the session, the speakers offered their personal recommendations to the regions on how best to develop the branches of the National Centre RUSSIA.

"For me, the most important measure of any branch’s success will be the number of visitors. The more visitors there are, the more pride, thought, and meaning we will be able to convey. And we can only achieve that by creating a truly high-quality product. I want to live in a country that is proud of itself — just as I am proud of it. A country that loves itself as much as I love it. That’s my KPI," concluded Yelizaveta Likhacheva.

Events dedicated to Global Exhibitions Day — held in 2025 under the motto "Speaking the Same Language" — are taking place at the National Centre RUSSIA from June 10 to 11. Participants are exploring exhibitions as a universal language for communication and a platform for self-fulfilment. The holiday was first celebrated last year at the International RUSSIA EXPO.

The first day of the celebrations was primarily aimed at young professionals and those interested in event organisation. The second day brought together established industry experts from across Russia to discuss the development of the event sector, share best practices, and present strategies for the successful organisation of expositions, conferences, and other events.