№ 5 2014 ИНФОРМАЦИОННОЕ АГЕНТСТВО «К АЛУГА» № 5 Investments TOURISM BRANDS OF KALUGA REGIONInnovations 2014 Infrastructure K ALUGA INFORMATION AGENCY ISSUE HIGHLIGHT: TOURISM BRANDS OF THE YEAR KALUGA RECOGNIZED AS THE CAPITAL OF EVENT TOURISM (results of the national competition Russian Open Event Expo-2014) “A mecca for investors”, “an economic oasis” – these are generally the definitions used today to describe Kaluga Region. They are well-deserved. Kaluga Region is in fact one of the most economically developed regions, where major global corporations operate their facilities, and where dedicated clusters that are the most relevant for Russia today are actively formed… “The cradle of space science”, “little Petersburg”, “the motherland of Russian tsarinas” is also about Kaluga Region. Located in the very heart of Russia, Kaluga land has imbibed a considerable number of Russian and international definitive historical events, images, names… Natural integration of the past and the present, a special role in culture, traditions dating back many centuries, unique nature, a well-developed infrastructure and major industrial brands make Kaluga Region an exceptional area for development of tourism. The regional government has identified integrated development of the tourism segment as a key direction for the near future. TOURISM BRANDS OF KALUGA REGION WELCOME TO KALUGA REGION! “Attractiveness for tourists is measured not so much by the number of landmarks, as by the atmosphere created by the re- gion’s residents. In Kaluga Region, we are always happy to see guests and the atmosphere of hospitality and benevolence, of love and pride for the region prevails here. Come and see for yourself!” – Pavel Konovalov, Deputy Minister of Sport, Tourism and Youth Policy of Kaluga Region, Head of the Administration of Tourism Development. — In five recent years, the regional The first to receive significant support – As a result of these measures, the num- government has been paying considera- in the form of partial compensation of costs ber of entrepreneurs involved in agrotour- ble attention to integrated development – were agro- or rural tourism facilities. ism continues to increase every year. In of the tourism sector. What changes have From 2011, one in four agrotourism sites the beginning of 2014 there were already been made, how competitive is Kaluga on has received subsidies. On average, 1 ruble 147 registered entities. In comparison the Russian and international tourism of subsidies was matched by 4.5 rubles of with 2013, growth in the segment was market? investments. In the nearest future, we ex- 123%. The currently operating 550 guest- — Changes have been quite significant, pect to see socio-economic and budget ef- houses can simultaneously provide com- and they were associated, primarily, with fect adequate to the above figures. fortable accommodation for more than the adoption of federal and regional sup- port programs for internal and inbound TOURISM NOT ONLY BRINGS INCOME FROM tourism. The principal indicator is the in- creasing inflow of tourists. In the last 5 LANDMARK VISITS, BUT ALSO STIMULATES HOTEL years, it increased by more than 2.5 times, exceeding the one million mark in 2013. The AND RESTAURANT BUSINESSES, CONSTRUCTION OF volume of services in the tourism segment has grown twice. ROADS AND SPORTS FACILITIES, MANUFACTURING The starting point for positive changes was the adoption in 2009 of the Develop- OF TOURIST GEAR. ment Strategy of Kaluga Region until 2030, in which tourism was identified as the source of additional potential for Kaluga Region as a “new development region”. This is very important, because tourism not only brings income from landmark visits, but also creates a multiplicative effect by stim- ulating hotel and restaurant businesses, construction of roads and sports facilities, manufacturing of tourist gear, etc. By applying a system approach to de- velopment of the industry, we identified the forms of tourism (traditional and new ones) that can be successfully developed in Kaluga Region. We defined key directions and prepared lists of specific activities for their support. These were formalized in a number of program documents, including the Program of Internal and Inbound Tour- ism Development until 2016. 3 TOURISM BRANDS OF KALUGA REGION 62,000 tourists. These are considerable numbers, even by federal standards. The international forum Rural Tourism in Russia awarded our region its gold medal and a diploma for development of agro- tourism. Kaluga Region is in the top 3, to- gether with Irkutsk Region and Altai Terri- tory. Further development of this direction will be associated with improvement of the quality of services and active promotion of agro estates. A specialized association is needed – on the one hand, to stimulate more initiative from owners of rural guest- houses themselves, and on the other, to consolidate efforts, including those of gov- ernmental structures, for resolution of mu- tual problems. Considerable progress was achieved in de- velopment of event tourism. The popularity of festivals held at Etnomir – Wild Mint, Veg- fest, Ethno Rainbow, Tipifest and others – has extended far beyond the region and even the country. Nikola-Lenivets art park also at- tracts quite a lot of guests to its annual fes- tivals (Archstoyaniye, Landscape Workshops, Patriotic War near Maloyaroslavets, the tourism – primarily, tourism and local stud- New Media Night, Beaubourg, Insomnia), as Great Patriotic War at the “nameless hill” ies for children and young people. Every does Vysokiye Berega center for culture and near Baryatino, the great stand on the Ugra year, the region organizes study and train- tourism that holds the Orientalia festival. The river, etc. ing camps for future leaders of 1st catego- international motorcycle rock festival Moto- Last year was one of grand celebrations ry sports tourism camping/trekking trips, Maloyaroslavets is no less interesting to the of the 400th anniversary of the Romanov as well as the regional competition for the public as well. The Richter classical music Imperial House. Meshchovsk, also celebrat- best sports camping/trekking trip for chil- festival, Pushkin and Tsvetayeva readings, ing its 775th anniversary, was the center dren and youths. These year’s plans include massive Maslenitsa festivities – all have of festivities. The ancient city is the moth- Kaluga schoolchildren’s visits to St. Peters- their loyal audiences… The World of Guitar erland of two Russian tsarinas that made burg, Kazan, Tula, Moscow, and the Crimea. music festival, that has a 16-year history, has great contributions to the history of the For people with limited ability, financially become a major guitar forum not only in Rus- country and its national identity – Evdokia disadvantaged and senior residents, the sia, but in Europe as well. Lukyanovna Romanova (Streshneva) and Ev- regional ministry organizes regular guided Another direction is reconstruction of dokia Fedorovna Romanova (Lopukhina). tours on a variety of subjects. historically significant battles of the 1812 Significant changes occurred in social Generally, in order to assess the competi- tiveness of Kaluga in the tourism sphere, we should consider the following facts: • at the annual international Leaders of the Tourism Industry 2013 awards, Kaluga Region was awarded the Golden Crown badge of merit for “Active Promotion of a Region”; • Kaluga Region was one of the finalists of My Planet national awards in the “Best Region for Travel” category; • at the Rural Tourism in Russia forum, the region was awarded a gold medal and diploma for development of agrotourism; • at the Visit Russia tourism forum in Yaroslavl, Kaluga Region was commended by the President’s representative in the Central Federal District for development of ethnographic tourism. 4 TOURISM BRANDS OF KALUGA REGION — The tourism industry is a source of TH tremendous income. How do you estimate THE MAIN EVENT OF 2013 WAS THE 400 ANNIVERSARY the economic status of the industry and OF THE ROMANOV IMPERIAL HOUSE. MESHCHOVSK, its development trajectory in the region? — From the economical point of ALSO CELEBRATING ITS 775TH ANNIVERSARY, WAS THE view, tourism provides a longer return than other segments. Considering the advanced CENTER OF FESTIVITIES. growth rates in regional industrial manu- facturing, we are unlikely to ever gain on them, and this is not something we aim for. industry grow every year. The largest in- ist interest in Kaluga Region. We surveyed In GRP, even considering its multiplicative vestors so far are the international charity the region’s residents and heads of various effect, the segment can gain no more than foundation Dialogue of Cultures – United governmental structures. After systemizing 1.5%. I am sure that success in the tourism World (Etnomir) and the Svyaznoy group collected data, we identified a range of the industry can be achieved by using the well (Nikola-Lenivets). region’s tourism advantages: tested cluster approach. We know for sure Our strategic plans include promotion of • accessibility by transport for all groups from practice that we won’t have to wait priority directions: cultural and educational of tourists; long for qualitative improvements. Our first tourism, including events, agrotourism, ec- • rich historical, cultural and spiritual investment project in the industry – the otourism, school tourism, local studies, etc. heritage; creation of the Nikola-Lenivets tourism and In traditional cultural and educational tour-