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Sochi Risks Fumbling its Olympic Tourism Opportunity

Published: October 28, 2013 (Issue # 1783)



  • Sochi visitors are not expected to have any trouble finding a hotel room after the Olympic Games end.
    Photo: Courtesy of Rezidor Hotel Group

YAROSLAVL With 100 days left until the Winter Olympic Games, tourism industry insiders fear that the country has missed its opportunity to capitalize on the event and promote the host city to domestic and international tourists.

Long a coveted holiday destination, Sochi has lost its prestige in the post-Soviet period as more Russians choose to travel abroad for the same amount of money. In this context, the Winter Olympics seemed to be the event that could erase the Soviet-era stereotypes and transform the resort town into a desirable playground for foreigners.

But speaking on the sidelines of the annual Visit Russia Forum, which took place from Oct. 24 to 25 in Yaroslavl, 150 kilometers northeast of Moscow, marketing and brand managers said Sochi has not been able to reverse its image ahead of the biggest tourism event in modern Russian history.

The government "is planning to use this opportunity only after people come to Sochi," said Miroslav Roncak, regional director for Eastern Europe at FVW Mediengruppe, which studies travel patterns among German tourists. "Athletes and fans will come to Sochi. The idea is that they will see what is there and tell others about it. But I have not seen any targeted promotion of the city."

Sochi's tourist numbers have declined or stagnated in recent years, in part due to extensive Olympics-related construction and traffic jams. The city hosted 900,000 tourists in the year to mid-July, according to the local administration. By comparison, 1.3 million tourists visited the city over the same period in 2012.

But while Russians can place Sochi on the map and, subsequently, consider going there, the lack of targeted marketing efforts has prevented the city from becoming a recognized destination for foreign travelers.

"The only thing people know about Sochi is that it will host the Olympics, but there are a lot of platforms that could have been used to say something else about it," Vasily Dubeikovsky, head of CityBranding agency said. "The games will pass and that is it. What next? Will we all go to Sochi because the Olympics have taken place there?"

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ALL ABOUT TOWN

Wednesday, Sept. 17


AmChams Investment and Legal Committee Meeting convenes this morning in their office in the New St. Isaac Office Center at 9 a.m.


Learn more about the science of teaching English at todays EFL Seminar hosted by the British Book Center. Revolving around the topic of learning styles, the workshop will help attendees better understand the different effective learning methods that can be implemented to learn English more effectively.



Thursday, Sept. 18


Get your nerd on at Boomfest, St. Petersburgs answer to the United States popular ComicCon. Starting today, this international festival of comics will take over venues throughout the city center and includes exhibitions of comics and illustrations, film screenings, competitions and the chance to meet the genres authors, artists and experts.



Friday, Sept. 19


SPIBAs newest addition to their Cultural Discoveries events is Handmade in Germany, an exhibition featuring unique handmade objects of a significantly higher quality than mass-produced items. The work of over 100 German manufacturers will be displayed during the event, which opens today in the Lutheran Church of Saint Peter and Paul on Nevsky Prospekt and runs through Sept. 28.



Saturday, Sept. 20


Starting on Sept. 18 and ending tomorrow is the Extreme Fantasy Wakeboarding Festival in Sunpark by Sredny Suzdalskoye lake in the Ozerki region of the city.


Those after something more laid back can instead head to Jazz and Wine night at TerraVino with legendary jazz guitarist Ildar Kazahanov. 12/14 Admiralteyskaya Emb.



Sunday, Sept. 21


Learn more about African culture and get some exercise during todays Djembe and Vuvuzela, a bike ride starting in Palace Square that includes several stops where riders can listen to the music of Africa or watch short films about the continent. The riders plan to set off at 4 p.m. and all you need to join is a set of wheels.



Monday, Sept. 22


Do you love puppetry? If so, then be sure to go to BTK-Fest, a five-day festival that starts on Sept. 19 celebrating the art. Contemporaries from France, Belgium, the U.K. and other countries will join Russian artists to put on theatrical performances involving a variety of themes, materials and eras. Workshops and meetings are also scheduled for a chance to discuss the artistic medium in further depth.



Tuesday, Sept. 23


Marina Suhih, Director of the External Communications Department at Rostelecom North-West, and Yana Donskaya, HR Director for Northern Capital Gateway are just some of the confirmed participants of todays round table discussion on Interaction with Trade Unions being hosted by SPIBA. Confirm your attendance with SPIBA by Sept. 22.


Kino Expo 2014, an international film industry convention, will be at LenExpo from today until Sept. 26. The third largest exhibition of film equipment in the world, the expo focuses on not only Russia but former Soviet republics as well.



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