Russia to spend 2 bln roubles on rebranding

Before 2018 is over Russia is going to spend 2 billion roubles on its tourism rebranding. This was said by the Head of the Federal Agency for Tourism (RosTourism) Mr. Alexander Rad’kov at the an RBC press-conference. He also explained that 150 million will be spent in 2011 and 135 million in 2012.

2011 was marked by the launch of federal target program of domestic and inbound tourism development with the total funding of 330 billion roubles. 96 billion will be allocated from the federal budget. Most of the money will go for infrastructure development.

As was told by Mr. Rad’kov around 2 billion will be spent on TV commercials. Russia will also be promoted by means of online activities, particularly via social networks. Presentations, promotional activities, press-tours will be held for foreigners. “This year we are taking a large group of media to the Northern Caucasus resorts. I’m sure it will contribute to the growth of foreign tourist flow and will motivate the Russians to spend vacations in their country”, - said the Head of RosTourism.

However Mr. Rad’kov admitted that the rebranding of Russia as a tourist destination is quite a difficult task that can’t be dealt with by sole efforts of the travel authorities. “This is a matter of politics, this should be done by the Ministry of Foreign Affairs, the Ministry of Culture” – Mr. Rad’kov pointed out.

The Head of RosTourism believes that Russia, unlike European countries, spends way too little money of tourism promotion. Promotion budgets of, say, Spain or Italy amount to tens of millions euro. “On average each thousand euro spent by a foreign tourist brings back 3-5 euro that the government had spent to attract him” – explained Mr. Rad’kov.