An Updated Presentation of Moscow’s Potential for Tourism at World Travel Market in London

The stand provides basis for presenting opportunities of the Moscow tourism industry and a platform for its professional communication with the international community.

“Moscow is a city that is full of motion and opens endless opportunities for tourists. Tens of thousands of hotels and cafes, world-known theaters and museums, architectural masterpieces hidden in the green of large city parks, and, of course, convenient infrastructure and a high level of public security. For World Travel Market we have designed a unique stand to help visitors to feel drive and emotions, which the Russian capital gifts to travelers immersing them into its incredible culture and atmosphere. The main trend of modern travels is tourism for impressions, and Moscow, being interesting, dynamic, and full of opportunities, responds to this demand to the full extent,” noted Ekaterina Pronicheva, Chairman of the Moscow City Tourism Committee.

The visual solution of the stand is based on a stained-glass pattern with graphical symbols of the capital: Kremlin stars, the Seven Sisters, bends of the Moskva River, and various architectural elements. Bright colors of stained-glass windows are prompted by the Moscow style itself. Similar coloristic solutions can be seen in ensembles of the Moscow Kremlin, while the overall image of the exhibition stand is an allusion to traditional Moscow fairs and carved timber terems of Muscovite Russia.

In order to present the potential of Moscow for tourism, a unique program was developed for guests of the stand. It includes an interactive and creative initiative “Build your Moscow!” Here, visitors are welcome to compose a collage of elements with sights of Moscow created by an artist Maksim Goshko-Dan’kov, who is also present at the stand to help them. Besides, guests are offered with an interactive VR trip into the history of Russian painting and the world of famous artists Ivan Shishkin, Natalia Goncharova, and Kazimir Malevich.

Several times a day, Theo Ogden, a sports blogger, gives a presentation of Moscow’s potential for tourism. This young man and his father became known in Russia during the 2018 FIFA World Cup thanks to their YouTube video in which they dispelled myths about our country.

Specially for the exhibition, commemorative products were designed: maps of Moscow with its main streets, attractions, and pedestrian areas, a series of travel guides in English, and various souvenirs.

Also, the atmosphere of the Russian megapolis – its life and culture full of events – is transmitted to the audience with the help of a 5-meter long panoramic screen.

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World Travel Market is one of the biggest fairs in the world of tourism and an international hub of ideas for industry professionals. In 2018, World Travel Market was visited by 51.5 thousand people and participated in by 5 thousand companies.

In 2019, Moscow is taking part in the largest tourism forums around the world. The first event, where the Russian capital presented its potential for tourism, was World Travel Market (WTM) Latin America held in April 2019. The exhibition stand of Moscow attracted more than 5 thousand experts from the Latin American tourism industry. At Arabian Travel Market (ATM), the largest tourism exhibition in the Near East, which was run in Dubai from April 28 to May 1, Moscow presented over 30 projects. Its stand was visited by more than 8.5 thousand tourism industry professionals, while the participants held over 980 formal and business meetings.

In June 2019, the Moscow’s stand won several awards for its presentations at international events in East Asia. At Seoul International Tourism Industry Fair (SITIF), it was awarded for the best design. At Beijing International Tourism Expo (BITE), it gained the Best Creative Award. And at International Travel Expo (ITE) in Hong Kong, the exhibition stand of Moscow took the Audience Choice Award. In October 2019, Moscow participated in the international tourism exposition ITB Asia in Singapore.