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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, Oct. 1


The St. Petersburg International Innovation Forum 2014 kicks off today at Lenexpo, where it will be presenting the latest and greatest ideas until Oct. 3. Focusing on economic development and the decisions and measures necessary to encourage development in Russias most important industries, the event is a possibility to discuss the innovations currently available in a variety of fields.


Representatives of the Russian and international media industries arrive in St. Petersburg for the first ever International Media Forum being hosted by the city until Oct. 10. With a variety of events on tap, including workshops, lectures and film screenings, the event plans to reemphasize the citys reputation as the countrys culture capital and as an emerging market and location for the visual arts.



Thursday, Oct. 2


The celebration of the bicentennial of the birth of Mikhail Lermontov continues with todays free exhibition in the citys Lermontov Library at 19 Liteiny Prospekt. Titled Under the Rustling Wings, the temporary exhibition will feature the costumes and scenery used in the 1917 production of Lermontovs play The Masquerade, which he wrote in 1835 when he was only 21 years old.



Friday, Oct. 3


Learn more about how to manage and evaluate employee performance during SPIBAs Human Resources Committee meeting this morning on Employee Assessment: Global and Local Trends. Starting at 9:30 a.m., the discussion will touch on such topics as the partnership between HR and business, reliable assessment strategies and more, with Tatiana Andrianova, the head of the SHL Russia and CIS branch in St. Petersburg, as the featured guest. Confirm your participation by Oct. 2 by emailing office@spiba.ru or calling 325 9091.


AmChams Procurement Committee Meeting is at 9 a.m. this morning in their office in the New St. Isaac Office Center on Ulitsa Yakubovicha.



Saturday, Oct. 4


Wine and cheese lovers will get their chance to revel during Scandinavia Country Club and Spas Wine Market Weekend. Going on today and tomorrow, wining diners can listen to live music, take part in culinary classes and, of course, sample a variety of fine wines from around the world. The cost of admission is 400 rubles ($10.30) for adults and 200 rubles ($5.15) for children.



Sunday, Oct. 5


Look for the latest fall fashions at the Autumn Market today in Freedom Anticafe at 7 Kazanskaya Ulitsa. The minimarket plans to offer clothes more flattering than the puffy jackets that are a staple of the citys cold-weather fashion, while offering the same amount of protection from the biting winds blowing off of the Baltic.



Monday, Oct. 6


SKA St. Petersburg, the citys KHL affiliate, welcomes Slovakian club HC Slovan in a match-up tonight at the Ice Palace near the Prospekt Bolshevikov metro station. The puck drops at 7:30 p.m. and tickets can be purchased on the clubs website or in person at either the arenas box office or the clubs merchandise store on Nevsky Prospekt.



Tuesday, Oct. 7


Learn more about Russias energy industry at the St. Petersburg Energy Forum that begins today and runs through Oct. 10. Attracting industry experts and political and business representatives, the forum plans to welcome more than 350 plus companies and their representatives to discuss the future of Russias largest economic sector.



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