Intangible Heritage as Part of a City's DNA

10:00 — 11:30
General Staff Building 6/8 Palace sq., St. Petersburg

2022 will be the year of the folk art and intangible cultural heritage of the peoples of Russia. Intangible cultural heritage is the foundation for strategies to change the prejudices and stereotypes about our country, and, unfortunately, there are quite a few of those around. They often work against us, discouraging tourists from choosing Russia as a travel destination. The development of tourism through the potential of intangible heritage is an important factor in the sustainability of a travel destination, both the whole country and individual cities and regions in particular.  

Speaking of Moscow — its potential is truly immense. To emphasise the city's authenticity and express its unique DNA, it is necessary to expose guests to the unexpected parts of the capital: let them stroll through a real forest in Bitsa or Fili, find a magnificent museum in a surprising place (the Russian Impressionism Museum or the Art Deco Museum, for example), taste any cuisine under the sun, enjoy the combination of bustling business life and silence in the lanes of Ivanovskaya Hill. Promotion requires new memorable images. It is important to shape a new norm of perception of the city and the country through new forms and associations.

  • What are the new images/symbols and meanings of Moscow's cultural heritage that could be used to effectively build communication with a foreign target audience and position Moscow?
  • How to deal with negative stereotypes and images, how to shape a positive new norm in the perception of these travel destinations?