The advertising campaign of the Journey to Christmas Festival will be conducted simultaneously in four languages: English, German, Spanish and Chinese, said Head of the Moscow Department of Trade and Services Alexei Nemeryuk.
“The Moscow Seasons festivals are becoming increasingly popular abroad. They have tremendous potential for attracting foreign travellers to Moscow. Today, tourism is one of the most dynamically developing segments of global business and Moscow has many competitive advantages in this market,” Mr Nemeryuk said. According to him, the Moscow Government has decided to promote the Moscow Seasons festivals abroad more actively. “Artists have created picturesque advertising layouts and video clips announcing the Journey to Christmas for a foreign audience. They have tried to convey a special atmosphere of festive Moscow by using the themes of beloved New Year and Christmas fairy tales and iconic sights, such as the Bolshoi Theatre and the Kremlin, Mr Nemeryuk said.
Journey to Christmas ads will appear on major social media and in inflight magazines, glossy and tourist magazines, guides, on television channels and various resources of China’s internet segment and at airports of Moscow and St Petersburg.
Photos of holiday-time Moscow during last year’s Journey to Christmas were published on Instagram by The Guardian, National Geographic Russia and Wonderful Places. In all, they have collected over 200,000 likes throughout the world.
Last year Moscow was on the list of five top cities among Instagram users, surpassing Amsterdam, Barcelona and San Francisco. Moreover, in 2015 Tripadvisor placed Moscow in second place in Europe and fifth in the world in the category of the best developing tourist destinations. This year Moscow was included into the top ten cities recommended by Lonely Planet's Best In Travel 2017.
“We have achieved such results largely thanks to the holding of major festivals. Both Muscovites and tourists enjoy this format. It improves the image of Moscow and Russia in general. We are going to continue developing it,” Mr Nemeryuk said.
The successful development of tourism is improving the city’s economy. Tourists use public transport and visit theatres, museums and concert halls. The revenue of hotels, shops and cafes are growing. The incomes of the city treasury and government institutions are on the rise.
International tourism has been developing faster than all other export-oriented branches of the economy for more than three years now. The World Tourism Organisation (UNWTO) reported last spring that in 2015 the share of tourism in global exports increased to seven percent and total export revenues from international tourism reached $1.4 trillion.
This year the Journey to Christmas Festival will take place at 33 venues from 16 December to 15 January. There will be concerts under open skies, street theatre shows and workshops.