Motoring is beneficial for everyone – travelers and regions alike. Therefore, more and more attention is paid to him in Russia.
A milestone was the first joint meeting of the Territory Marketing Committee of the National Convention Bureau and the Territory Marketing Working Group of the Expert Council of the State Duma Committee on Tourism and Tourism Infrastructure, which was held as part of the business program of the Russian Tourism Forum. “To travel!” from 4 to 7 August at VDNKh.
The topic of the session is self-explanatory: “Car marketing of places: how car tourism is changing the meeting industry and what events regions need for internal positioning”. That is, new formats and travel scenarios were discussed and special attention was paid to creating infrastructure clusters and anchor points on the routes.
Not a transit, but a destination
In order for the Rostov region to cease to be a transit point and become a destination for travelers, a guide for car travelers has been developed in the region “Towards the South”. According to Olga Melina, head of the business tourism development center in the Rostov region, it included sights, recreation and entertainment places aimed at car tourists.
Wider roads
In the Krasnodar Territory, they are working on expanding the capacity of roads, logistics of events for car tourists. But these measures require time and significant capital investment, said Anton Kulagin, a development specialist at NAO Krasnodar Krai Development Corporation and head of the Southern Russian Glamping Association.
Quests with Prizes
In the Perm area, according to Tatyana Prokopchuk, the director of Alt Prestige, routes are being built for car guests. Passing through it, travelers will get a developed infrastructure, excursion programs, can participate in quests with prizes and much more.
“An indicator of the maturity of motor tourism is its selection as an independent niche. And this has already happened in Russia: car and motorcycle tourists are seen as a promising target group by players in the tourism and meeting industry. For this group there is reason to adapt products, design scenarios, refine sub-positioning. The type of transport really determines the traveler’s being and consciousness, and the road can serve as an independent attraction,” said Natalia Belyakova, head of the Territory Marketing Working Group of the Expert Council of the State Duma Commission on Tourism and Tourism Infrastructure. — The specificity of a car traveler, whose rumors of spontaneity are greatly exaggerated, is to realize a maximum of scenarios in one stop.From cultural tourism to digital and basic hygiene.A tourist “transfer” from one subject to another in such a way in a way that the uniqueness of each can be read through differentiated, complementary attractions – this logic has yet to be mastered by local businesses looking to make money here and now.”
More information
Za Rulem, the oldest and most popular automotive publication in Russia, already offers different types of itineraries for car travelers as part of the Country Behind the Wheel project, including destinations designed for family tourism, industrial or agritourism. This makes the routes more popular, emphasizes Stepan Kuzmenko, Za Rulem’s deputy general manager for Marketing, Advertising and PR.
Route as destination
An interesting proposition was proposed by Sergey Kalinchuk, CEO of the DDC Group branding agency: the development of highways as tourist attraction lines (destinations). That is, people will decide which way to take – to think not in points, but in routes, which in themselves can become sights. This can be done, for example, by organizing events along the route.