Guests of the "Travel!" forum were told about the impact of regional brands on tourism potential

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On June 13, within the framework of the Russian Tourism Forum "Travel!" at the RUSSIA EXPO, a panel discussion "What's in a Name? The Role of Regional Brands in Promoting Territories". Its participants discussed the process of brand development and its impact on various industries, and reviewed the most successful cases. The event took place in Pavilion No. 57 "Education".

Yulia Vetoshkina, Minister of Tourism of the Perm region, spoke about the regional brand "Perm the Great". According to her, when forming a tourist roadmap, it is necessary to take into account the peculiarities of the subject.

"Today the Perm region is an industrial region with a huge number of enterprises and factories. And it would be illogical not to take this factor into account when forming a tourist roadmap. About 65 enterprises in the region have already opened their doors to tourists. In order for people to come to us and be interested in us, we have set the task of attracting people to the Perm region in all regional industries, especially young people. We are attracting them when compiling road tourist routes and industries. This is important and necessary to increase the potential of our subject," emphasized Yulia Vetoshkina.

Daria Yarkova, Head of Tourism at the ANO "Monchegorsk Development Agency" Daria Yarkova spoke about the newly created image of the city in the Murmansk region.

"In Monchegorsk, a tremendous amount of work has been done to develop the city's tourism potential. This includes landscaping the area and developing businesses within the city. Specifically, a lot of work has been done on social media with various companies. Thanks to these efforts, Monchegorsk received the Grand Prix of the international Russian Event Awards and was ranked among the top five tourist destinations in the Murmansk region," said Daria Yarkova.

The panel discussion was also attended by Olga Vapnyarskaya, Deputy Director of the Institute for the Development of Creative Industries of the NRU HSE, who spoke about the importance of using a regional brand to increase tourism potential. According to her, now 77 subjects of Russia use interregional, regional, intermunicipal or municipal brand for promotion.

The IV Russian Tourism Forum "Travel!" takes place at the International RUSSIA EXPO from June 12 to 16, 2024. The organizer is the Roscongress Foundation. The Forum is officially supported by the Government of the Russian Federation, the Ministry of Economic Development of the Russian Federation, ANO "National Priorities", Centre for Strategic Research and leading industry associations.

More than 250 speakers take part in the business program consisting of 40 sessions. More than 500,000 guests, including representatives of 20 foreign countries, are expected to visit the forum during the five days of its work. The exposition will include more than 500 participants from 89 regions of Russia.

For more details on the Forum program, please visit https://rustravelforum.com/.