"Tourism as a showcase of creative industries": discussion on the development of Dagestan’s sector held at the National Centre RUSSIA
On 3 September, the National Centre RUSSIA hosted the talk show "Creative Dagestan" as part of the Days of the Republic of Dagestan within the exposition "Region-2030. Platform of the Future". Participants discussed tourism as a showcase of creative industries, the balance between cultural codes and economic efficiency, the plans of regional brands for the near future and other issues that help to understand the specifics and prospects of developing the creative economy of Dagestan, the Caucasus and the whole of Russia.
The meeting was organised by the Ministry of Tourism and Folk Arts and Crafts of the Republic of Dagestan and the Agency for Entrepreneurship and Investment of the Republic of Dagestan with the support of ANO "Creative Economy" and the National Centre RUSSIA. The moderator was Nelly Badalyan, Deputy Director General for Communications of ANO "Creative Economy".
Hadzhimurat Israpilov, Head of the Agency for Entrepreneurship and Investment of the Republic of Dagestan, emphasised the strategic role of the creative sector and its close interconnection with tourism in the regions. According to him, creative industries are already shaping the tourist flow to Dagestan today and tomorrow will become the foundation of the new economy.
"Creative industries are the hallmark of the region. Every tourist who takes our products home becomes their ambassador in the world. We are actively developing a strategy to support local brands, and such dialogues are extremely important for its implementation," said Hadzhimurat Israpilov.
Co-founder of the brand Measure, Gadzhi Guseynov, noted the paradox of recognition of local producers: "Our work is appreciated abroad, but at home it is often much less known. To increase recognition, we need not only to develop cultural diplomacy but also to create things that our children will want to wear. Therefore, the main goal is to develop both individual brands and the entire ecosystem of local producers."
Filmmakers Binke Anisimov, Ibragim Magomedov and Yevgeny Mishiev, creators of the film "Atel-Matel", announced ambitious plans that emerged after a meeting with the Head of the Republic of Dagestan: a large-scale film base will appear in the region, and an annual family film festival will also be held. Binke Anisimov is convinced that this will attract more tourists to the region.
"After watching our films, viewers want to come to Dagestan immediately. Many also want to make films here, and they are attracted not only by nature but also by people — their hospitality and sincere smiles," said Binke Anisimov.
Murad Gadzhiyakhyayev, Director of the Kubachi Art Enterprise, shared his experience of preserving legacy.
"Our unique old village itself is like a living museum, and we are creating new points of attraction for tourists while remaining true to traditions," said Murad Gadzhiyakhyayev.
The theme of the uniqueness and relevance of Kubachi traditions and crafts was continued by image stylist and founder of the jewellery brand Ettiko, Eteri Dalieva, who reinterpreted in her works the ancient art of the inhabitants of Kubachi.
"I never thought before that the Kubachi ornament could speak the language of the new generation, but now I can definitely say that the mission of my brand is to translate ancient art into modern forms," said Eteri Dalieva.
Islam Isayev, Development Director of the eco-tourism complex Glavryba, spoke about how to attract tourists through gastronomy and how the idea of creating the restaurant Avaral came about, where visitors can try dishes from across the Caucasus.
"In this restaurant, we have combined the cuisines of all the peoples of the Caucasus. A key element of the project’s design is a chandelier with the inscription 'Welcome' in 15 Caucasian languages, symbolising our hospitality," said Islam Isaev.
The Arshayev sisters, founders of the eponymous brand, are convinced that the legacy of the highlanders is a treasure trove of wisdom and unique craft traditions.
"The task of the creative industries is to bring traditions and modernity together, creating products that will be relevant today," emphasised Aisha and Madina Arshayev.
At the end of the event, federal experts present, including Georgy Rostovshchikov, founder and Director General of Fashion Hub Russia and President of the International Association of Buyers International Buyer Hub, highlighted the uniqueness of Dagestan’s identity, as well as the importance of scaling up, which will make regional brands’ products more accessible without losing quality.
"Quite recently, in the Department Store at the RUSSIA EXPO, we presented the Caucasus runway, and I was both impressed and surprised by the depth of the region’s brands and by their potential, including for the international market. Therefore, I fully agree that brands with national identity should be given the opportunity to promote themselves, to learn scaling up while at the same time striving to preserve individuality," concluded Georgy Rostovshchikov.
The first week of the exposition "Region-2030. Platform of the Future" is dedicated to the Republic of Dagestan. From 2 to 7 September, guests will immerse themselves in the atmosphere of the region: they will taste national delicacies, attend lectures and workshops, listen to traditional music, receive memorable gifts and purchase the best products from local producers in the Department Store.
Further Days of the Regions at the exposition will be held according to the following schedule:
9–14 September — Voronezh region; 16–21 September — Tula region; 23–28 September — Amur region; 30 September–5 October — Jewish Autonomous Region; 7–12 October — Chelyabinsk region; 14–19 October — Nenets Autonomous Area.
The exposition "Region-2030. Platform of the Future" at the National Centre RUSSIA combines historical legacy and modern technologies: at interactive stands, visitors can take a virtual journey through the regions, study their economic and tourism potential and even try on the professions of the future.
The exposition is located on the second floor of Pavilion No. 7 and is open daily, except Monday, from 10:00 to 20:00. Announcements of special guided tours, workshops and meetings with regional representatives are available on the website russia.ru in the "Events" section and on the social media accounts of the National Centre RUSSIA.
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