The brand “Big Golden Ring” will appear in Russia, which will include new regions. The head of Rostourism Zarina Doguzova signed the corresponding agreement on June 3 with the heads of the subjects at the St. Petersburg International Economic Forum.
The document envisages cooperation between the Vladimir, Ivanovo, Kaluga, Kostroma, Moscow, Ryazan, Tver, Tula and Yaroslavl regions in the development of domestic and inbound tourism. In particular, the regions will work together to create a single cultural and historical space and a standard for the quality of tourist services, form joint interregional tourism products and develop infrastructure, including with the help of investors.
According to Doguzova, cultural and educational excursion trips rank second in the preferences of Russians after a beach holiday. And the main task of this project is to emphasize the uniqueness of each region, to acquaint tourists with their history and culture. She recalled that Rostourism has already begun work on the master plan for the Big Golden Ring, which will create conditions for the construction of high-quality and modern hotels. “In addition, we will build competent and convenient logistics for tourists so that they can combine trips within this route according to their requests,” said the head of the Federal Agency for Tourism. The signed agreement will allow a larger number of settlements to be connected to the project, including not only regional capitals, but also small towns.
According to Plenipotentiary Representative of the President of the Russian Federation in the Central Federal District Igor Shchegolev, the conclusion of the agreement will contribute to the development of good competition for tourists, and hence the emergence of a completely exportable international product. Vladimir Putin gave the instruction to popularize the route during his address to the Federal Assembly.
Recall that at the moment the classic “Golden Ring” includes 9 cities – Sergiev Posad, Pereslavl-Zalessky, Rostov, Yaroslavl, Kostroma, Ivanovo, Suzdal, Vladimir and Uglich, which entered there in 2018. This was also claimed by Ryazan and Serpukhov.
The travel industry’s opinions on the use of the Golden Ring brand for yet another route are divided.
General Director of the tour operator “Dolphin” Sergey Romashkin believes that this is another attempt by new regions to feed on the glory of the Golden Ring, which will not contribute much to an increase in tourist traffic.
“The brand is very old, so all tourists have a good idea of where it is. Moreover, it is logistically unprofitable. There are short journeys between all the cities of the ring – 1-2 hours, so two cities can be covered in one day. If we try to tie Tula to them, to which 180 km to the south or Tver, to which 200 km to the north, it will be at least inconvenient – tourists will lose 4-5 hours on the road and will be tired, which will ruin the impression of the trip. Why don’t the same Kaluga, Tula, Tver and Ryazan create their own brand and name it differently. how Veliky Ustyug did it. It is clear that it will take 5-10 years, but it will be a new interesting route and not an attempt to stand under the umbrella of a well-known and, in every sense, traveled along and across the route, ”Romashkin believes.
According to Director General of the tour operator “Ankor” Irina Mashtakova, there is nothing wrong with using one recognizable brand to promote the regions of central Russia, and this is not perceived negatively by the tourist industry, as the regions’ previous attempts to join the classic route. On the contrary, the Golden Ring, on the one hand, itself has long been in need of rebranding and breaking stereotypes. On the other hand, it is very far-sighted in terms of attracting foreigners who have heard the name Golden ring and evokes associations with the rich culture of Russia.
Thirdly, the support from the state, extended to the already hyped cities of the Golden Ring, would look strange, from this point of view, the inclusion of other promising regions in it is quite logical, Mashtakova believes. This will help increase the flow of tourists to these regions, and make their visit more interesting and comfortable for both individual and organized tourists due to the variety of hotels and restaurants. Moreover, if we are talking not about one trip to all capitals in a row, but also a series of radial trips to small towns.
“In Germany, excursions are structured in exactly the same way: first, the tourist looks at all the lands in an overview, and then he chooses the ones that he liked and only goes there. Along with the gold one, we have the route “Manor Ring of Russia”, which consists of Kolomna, Ryazan, Tula, Yasnaya Polyana, Kaluga, Tarusa and Melikhovo. During sightseeing tours, regions are often asked to include more points – they really have something to show, all are good in their own way. So why not promote the wealth of each of them under one promoted brand? ”, The expert summed up.
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