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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

Thursday, Apr. 17


Expocenter Eurasia at 13 Ulitsa Kapitan Voronin is the sight of Goods on the Way, a five-day event starting today showcasing the latest in the industrial products industry. Bags, backpacks, swimsuits and much, much more will be available to attendees hoping to update not only their style but their accessories for the upcoming summer.


Friday, Apr. 18


Teachers and students alike shouldn’t miss the opportunity to establish lasting contacts with Russian and foreign institutions during the 21st Education and Career Fair at LenExpo, beginning today and finishing tomorrow. Learn more about education in Russia and connect with your fellow scholars.


The Tromso International Film Festival, Norway’s largest, brings a short festival to St. Petersburg for one day only during Scandinavian Oddities, starting at 7 p.m. today at Rodina Cinema Center. Tickets for the event are 100 rubles ($2.80).


Sunday, Apr. 20


Celebrate Easter at Pavlovsk during the Easter Fair that begins today and continues through next Sunday. Visitors will have the chance to paint Easter eggs and children can take part in games as well as help decorate a tree in honor of Christianity’s holiest day.


Today is one of the final days to see the exhibit Cacti — Children of the Sun at the Peter the Great Botanical Garden. Starting Apr. 17, budding botanists will marvel at the variety and beauty of the desert’s most iconic plant.


Monday, Apr. 21


Improve your grasp of Neruda, Bolano and Marquez at TrueDA’s Beginners Spanish Lesson this evening at their location on the Petrograd Side. An experienced teacher will be on hand to help all attendees better understand the intricacies of the language and improve their accent.


Tuesday, Apr. 22


SPIBA’s Breakfast with the Director event series continues as the association welcomes Andrei Barannikov, general director of SPN Communications, to the Anna Pavlova Hall of the Angleterre Hotel this morning at 9 a.m. Attendees must confirm their participation by Apr. 21.


The AmCham Environment, Health and Safety Committee Meeting is scheduled to begin at 9 a.m. this morning in the their St. Petersburg office.