Experts and leaders of the tourism industry named the most effective tool for promoting their products and services in foreign markets.

Representatives of the tourism business note that the best way to attract guests is to invite them to participate in international specialized business events and exhibitions.

In St. Petersburg, this opportunity is provided by the Committee for Tourism Development together with the Congress and Exhibition Bureau. Every year, together with tourism and hospitality enterprises, they take part in international specialized exhibitions, where they present the tourism potential of the city. The presentation of the Northern Capital at business events makes a significant contribution to creating an attractive image of the region and the country for tourists and business representatives.

“This format of cooperation helps St. Petersburg companies obtain useful contacts, meet potential partners and clients, and present new promising tour products, significant both for the city and tourism in general,” says Alena Firsh, Astra Marin GC Development Director.

When selecting priority international tourism events, Congress Bureau specialists analyze the global market, survey representatives of the city hospitality industry, and take into account official recommendations. Thus, in 2023, St. Petersburg’s stand was presented at eight major industry events in Russia, India, Iran, Azerbaijan, the People’s Republic of China and the Republic of Belarus.

One of the main tasks of the St. Petersburg Congress Bureau is to support companies engaged in tourism and related industries. To this end, the Bureau is actively developing a partner program with participation of the largest travel agencies and transport companies, hotels, professional industry associations, event organizers, as well as venues and exhibition objects that present their services at the stand.

Participation of St. Petersburg in international exhibitions is a part of a large marketing campaign, which is carried out by the Committee for Tourism Development, the City Tourist Information Bureau and the Congress and Exhibition Bureau together with representatives of the tourist business to attract visitors to the Northern Capital. They hold field presentations of tourist opportunities of the city under the slogan “Welcome to St. Petersburg!” aimed at direct communication of tourism industry professionals. In 2022, such meetings were held in 12 major metropolitan areas in the Middle East, Asia-Pacific and the CIS.

“Exhibition projects implemented by the Congress and Exhibition Bureau open wide prospects for international and local promotion of business tourism, for creating new cooperative ties with companies from friendly countries. In turn, attracting business tourists contributes to the development of St. Petersburg’s tourism potential,” says Alexander Gorokhov, Deputy General Director for Commerce at ExpoForum International.

The work is carried out within the framework of the national project “Tourism and Hospitality Industry” initiated by Russian President Vladimir Putin. By 2030, an increase in the export of tourist services of Russia up to 22.3 billion US dollars and growth of foreign tourist traffic up to 16 million people are expected.