The Tretyakov gallery and the Kremlin was headed by the tourist rating
In Russia reached a national ranking travel brands.
The Tretyakov gallery, Peterhof and Tula gingerbread was more powerful brands than the Red square. This follows from the first made in Russia national tourist brands, which acquainted “Izvestia”.
The study was prepared by the center for information communications “Rating” together with the Agency BCGroup and the magazine “Rest in Russia”. The drafters of the distributed lines of the top, based on data on brand awareness and consumer appreciation of his attractiveness (according to polls).
Headed the national tourist brands of the Tretyakov gallery.
In second place was the Moscow Kremlin, has closed three of the Hermitage. Other objects in ten also mainly from Moscow and Saint-Petersburg: Peterhof, the Bolshoy theatre, St. Isaac’s Cathedral, Tula gingerbread, Red square, VDNKH and the city-resort of Sochi.
Most surprising to the drafters of the rating was the success of the Tula gingerbread in the text of the study they called it getting into the top ten “real sensation”.
Only the top 100 were 62 “object display” (so the experts identified geographic features, resorts, destinations, attractions and even the famous industrial facilities), 21 deli brand, 11 folk arts and crafts, five tourist routes and only one event.
From non-capital sights high enough in the ranking was the resort “Rosa Khutor” (13th place), lake Baikal (15th), the island of Valaam (16th), mount Elbrus (18-I) and Anapa (19th).
The number of gastronomic brands in the top 100 was honey (22nd place), Adygei cheese (23rd), Vologda butter (33rd), Tambov potatoes (44th), Pozharsky cutlets (53rd) and others. Crafts of the strongest brands were Tula samovar (24-e a place), Kaliningrad amber (36th) and Vologda lace (43rd).
The most attractive route is expected to become “Golden ring of Russia”, which took 17 th place. The only event that ranked in the top 100 brands — the Moscow Victory parade (12).
The most attractive for tourists Russian regions, according to the study, you can call Moscow, Moscow and Vladimir region — associated with them, six brands from the top 100. Five brands in the ranking have on Krasnodar region, the Crimea, St. Petersburg and Tula oblast, four in Vologda oblast.
In the text of the study is that the top does not hit any object of “actively developing tourism of the Republic of Tatarstan”. The experts also stressed that the hundred was not included Kemerovo ski resort “Sheregesh”, the beaches of the Caspian sea (Dagestan), and “even often mentioned in the media the Yeltsin center in Yekaterinburg.”
Poorly constrained regions and objects of world football championship-2018, seen in the text of the study.
As explained by the General Director of “Rating” Arsen Aristakesyan, the study evaluated more than 1 thousand regional brands. They selected from submitted to regional officials, as a “business card” of the territories which promotion they are doing. Then the survey respondents were asked whether the brand to them personally, whether he is associated with the region and would like the source to go to the region to familiarize themselves with the brand. After the percentage of “Yes” answers to each question are summarized, and depending on the number of points the brand has taken its place in the top.
The Deputy head of the Federal tourism Agency Oleg Soon noted that regional officials “understand the need of establishing their brand and campaigning is no need.”
In the regions working groups are established with governors. Somewhere work is already in progress and someone is still in the beginning. We have something else to sell to tourists: Sochi, Kamchatka, far East… But foreigners do not know what Kamchatka, they do not have any Associazione Ambulance Deputy head of the Federal tourism Agency
Copresident of the Association of Russian branding companies Alexey Andreev has noticed that to increase the tourist attractiveness of whether to develop as a brand, a region or a city as a whole.
— I would like to cite one successful example. It Uryupinsk. Not so long ago the city was concerned about the creation of its own brand has developed it, received the title “the capital of the Russian province”, and, most importantly, continues to develop the brand. Valuable thing, working on their promotion, the city uses the original communication tools from organizing their own exhibitions to conduct crowdfunding campaigns on the Internet, — said Alexei Andreev.
He added that the development of the brand in the region not only enhances the tourist attractiveness, but also promises other benefits, for example, the attractiveness for investors or increase in value added locally produced products.