The Complex Development Program for Tourism Moscow for the Period up to the Year 2010
The Complex Development Program for Tourism Moscow for the Period up to the Year 2010
I. INTRODUCTION
II. ANALYSIS
OF THE SITUATION AND SUBSTANTIATION OF THE PROGRAM GOALS AND PROBLEMS
1. Analysis of the Situation in the Field of Tourism in Moscow
1.1 The Role of Tourism as a Branch
of Economy in the World.
1.2 World
Tendencies of Tourism.
1.3. Estimation
of Existing State of Entrance Tourism and Tourist Infrastructure in
the City of Moscow.
1.4 Appeal
for Moscow to foreign tourist, and negative factors affecting development
of entrance tourism.
III. BASIC PURPOSES AND PROBLEMS OF THE PROGRAM
IV. SYSTEM
OF PROGRAM EVENTS
1. Image
of Moscow as a city favourable for tourism. Advertising, publicity and
information work. Creation of a comfortable information environment
for tourists.
2. Development
of the tourism infrastructure and material base.
3. Creation
of tourist product for the City of Moscow.
4. Creation
of conditions for the development of tourism. State support of tourism
in Moscow.
5. Training,
retraining and advanced training of experts in various spheres of tourist
business.
6. Scientific
backing of tourist activities.
INTRODUCTION
Complex Tourism Development
Program in the city of Moscow (hereinafter referred to as Program) is
developed by the order of the Mayor of Moscow and contains the most
urgent offers and events on their fulfillment in order to create a legal,
managerial, administrative, and economic environment favorable for further
development of the tourist industry in Moscow.
The Moscow City Government attributes the special importance to development
of tourism, considering it as a factor capable to decide not only many
social and economic problems of the city, but also to ensure a certain
provision of the capital of Russia in a row of the cities most attractive
for tourists from all over the world.
In May 1996, when accepting a development program for the hotel industry,
the Moscow City Government defined tourism as a priority direction in
the economy of the city. The purpose of the present Program is to create
actual conditions for transformation of the tourism industry into a
key industry of the economy of Moscow.
The program provides a solution of the problem of interaction in a uniform
tourist space of Moscow as a part of the central part of Russia and
other regions of the Russian Federation. The program has complex character
and is intended to intensify the tourist industry, stabilize process
of the market relations, as well as to strengthen the influence of the
state upon development of tourism the industry.
The program is implemented at the expense of budgetary and extra-budgetary
financial sources, as well as at the expense of investments to the projects
and events of the Program. The program is prepared by Committee of Tourism
of the Moscow City Government with participation of Committee of Foreign
Trade of the Moscow City Government , other structural subdivisions
of the Moscow City Government , State Joint-Stock company "Moskva",
Moscow Association of Travel Agencies, Higher School of Tourism and
hotel economy, State museum "Kolomenskoe", ZAO "Sputnik",
experts of other tourism higher educational institutions, heads of enterprises
of hotel tourist complex.
ANALYSIS OF THE SITUATION AND SUBSTANTIATION OF THE PROGRAM GOALS AND PROBLEMS
I. ANALYSIS OF THE SITUATION
AND SUBSTANTIATION OF THE PROGRAM GOALS AND PROBLEMS
1. ANALYSIS OF THE SITUATION IN THE FIELD OF TOURISM IN MOSCOW
1. The Role of Tourism as a Branch of Economy in the
World.
For a long time, tourism is considered as one of the most profitable
and intensively developing branches of the world economy. This is confirmed
by the fact that the share of tourism is about 10% of the world's gross
national income. By the beginning of the third millenium, the share
of international tourism was 8% of total volume of the global export
and 30-35% of the world's services sales. Total expenses for domestic
and international tourism amount to 12% of the world's total national
products.
Development of tourism plays an important role in solution of social
problems. In many countries of the world, new workplaces are created,
the high life standards of the population is maintained, the reasons
for improvement of the payment balance of the country are created just
at the expense of tourism.
The necessity of development of the sphere of tourism promotes raise
of educational level, perfecting of the health care system, introduction
of the new means for dissemination of information, etc. Tourism exerts
influence upon conservation and development of the cultural potential,
conducts to harmonization of relations between different countries and
nations, makes governments, public organizations and commercial structures
to participate actively in protection and improvement of the environment.
The modern state of tourism in Russia is characterized by presence of
drastic contradictions in its organizational structure, in the direction
of development, in the picture of qualitative and quantitative characteristics.
On the one hand, the modern state of Russian tourism is regarded as
crisis, connected with drastic fall of the parameters of tourist services
achieved before, reduction of material base of the tourist branch and
significant non-conformity to the population's needs in tourist services.
On the other hand, the high rates of construction of tourist objects
meeting the highest international standards, substantial growth of foreign
trips taken by the Russian people, growth of the number of tourist organizations
all over the territory of Russia should be noted.
Under the forecast made by World Tourist Organization, by 2020 Russia
can enter the first ten countries most popular for tourism. According
to the WTO experts, the Russian Federation takes the 15th place in global
classification by foreigners' visits, that constitutes 2.5 % of the
global market of entrance tourism. The gain in percentage terms in 1999
as compared with 1998 amounted to 5.23 %. Before the crisis, tourism
was one of the most profitable and dynamically developing branches of
the Russian economy, and it was developing, practically, without state
participation.
According to the World Tourist Organization's data, in the terms of
income from tourism, Russia held the 9th place in 1999 and the 15th
place in the world, having outstripped Greece, Turkey, Belgium and Netherlands.
As per average estimations of different organizations, because of absence
of statistical data on tourist business in Russia for recent years,
by the beginning of 1998 there were 9-12 thousand tourist organizations
in Russia.
The number of people who are directly or indirectly employed in the
system of hospitality services (taking into account the employees of
tourist agencies, hotels, airports, forwarding companies, museums, cafe,
restaurants etc.) had reached 8 million people. The volume of services
rendered to foreign tourists in Russia in the last year is valued, as
the minimum, as 1 milliard US dollars (the tourists' expenses for residence
in hotels and other accommodation facilities, food costs, excursion
service, cultural and entertainment actions, souvenirs etc.)
Now, about 17.5 million foreigners visit Russia every year (but with
the purpose of tourism - only 2.5 million per year, i.e. 14.3 % of the
total amount), that is equal to approx. 2.5 % of the world flow. In
these situation, the Moscow City Government stakes absolutely correctly
at development of tourism regarding it as a factor capable to decide
not only many social and economic problems of the city, but also to
secure the certain position of the capital of Russia in a row of the
cities most attractive for the world tourists.
2. World Tendencies of Tourism
The people of elderly age represent the most intensively growing segment
of the tourists all over the world. They have enough funds but they
are very exacting to service level. The demand for group trips is being
reduced and the individual tourism is being intensified.
The bus routes have increasing demand. The offer for the family tourists
in quantity of 5-6 people and for small friendly campaigns is growing.
The offer of specialized trips is growing. The entertainment component
in incentive tourism has been recently being superseded by educational
one. The incentive trips should not be luxurious and idle, but intensive
and useful. Tourist companies prefer to include conducting congresses
as one of the components of incentive programs.
The tourism activity when the purpose of trip is business, in particular,
holding congresses, is included into the number of most dynamically
developing and most favorable types of trips.
The annual rates of growth of this kind of tourism in the world are
8%. It gives twice more income to the accepting side than tourism when
the purpose of trip is rest. Greater demand is attributed to short-term
trips to cities, and week-end trips. The active forms of rest have definitively
superseded passive ones. In this connection, adventure and sports trips
become more and more popular. As one of the most perspective kinds of
tourism, one should consider ecotourism, - rest in quiet corners of
untouched nature. The tourism trips to specialized sports and cultural
events is growing, especially, in the market of the USA and Japan.
3. Estimation of Existing State of Entrance Tourism
and Tourist Infrastructure in the City of Moscow.
For the city of Moscow, tourism has the special importance by virtue
of a number of circumstances of political and social and economic plan.
Moscow is capital of the Russian Federation, and that, in itself, is
already a special circumstance in terms of formation and realization
of tourist policy for the city.
Practically, no other city of Russia can compete with Moscow in popularity
in the world, that is a positive factor when arranging the work to form
a steady image of Moscow as a tourist center. Moscow, having the richest
recreational resources and centuries-old cultural and historical heritage,
occupies a special place in the tourist market and calls interest in
the foreigners.
Most tourists from distant foreign countries choose Moscow as the basic
target of their trip. It should be noted that more than 70% of the foreigners
coming to Russia necessarily visit Moscow. There are many objects of
interest in Moscow and Moscow region. Architecture masterpieces, museums,
theatres, churches and cathedrals, modern and historical buildings and
other unique objects attract to Moscow the tourists practically from
all countries of the world.
Moscow is a link between cities and regions of the country. All railway
and air ways of Russia, automobile lines are crossing here. Currently,
there are more than 170 hotels and 4.5 thousand tourist agencies in
Moscow.
Moscow has practically all the possibilities to become a center of world-wide
cultural and cognitive tourism. However, as an object of tourism, Moscow
today loses competition with other capitals of the world. Volume of
services in Moscow reaches about 1 million foreign tourists annually,
whereas for Paris, this index amounts to 25 million tourists, and for
London - 18 million.
Any city which is a popular tourist direction, prospers economically
and is in more favorable position in comparison with cities having an
undeveloped tourist infrastructure. In this connection, improvement
of tourist infrastructure with respect to the basic components of the
tourist service system, such as transport availability, hotel sector,
food industry, information services to the tourists, system of tourist
products promotion to the global market, manpower skills, level and
variety of tourist services, creation of new tourist routes, development
of congress and exhibition activity, conducting mass cultural and sports
actions (festivals, olympiads, anniversaries), tourists safety matters
and the regulatory and legal base caused the growth in the number of
foreign tourists.
Objectively, there have been considerable changes in the field of tourist
infrastructure in Moscow for last years. The number of new comfortable
hotel complexes has increased. Large work in reconstruction and updating
of existing hotel fund of the city is conducted, in order for it to
achieve the conventional international standards.
In 1992-1995, the economic situation did not allow the municipal hotel
facilities to develop. The enterprises solved a problem to survive in
the heavy conditions, - the cost of heat supply and other public utilities
had increased, that's why the loading did not exceed 50%. But the management
of hotels reluctantly determined upon reduction of the number of full-time
staff. Years 1995 to 1998 were marked by a new stage of growth of business
activity of both foreign and Russian investors, that resulted in entering
into operation of new hotels in Moscow: "Tver", "Palas
Hotel", "Grand Hotel", "Hotel Vinogradovo",
"Aurora-Lux", "Ekaterina", "Proton". "Golden
Ring" hotel was entered into operation after reconstruction.
For those years, a niche of hotels so necessary for the city was practically
filled, - a niche of 4-5-stars-level hotels. The reason of investments
to high quality hotels is their high profitability rates and fast recoupment
of the funds invested. For today, Moscow has not enough hotels of middle
class, 2-3-stars-level hotels designed for average tourists, and cheap
hotels (including those for development of youth tourism).
The hotel pool of Moscow comprises 172 hotel enterprises of various
ownership form and administrative belonging. The loading of hotels in
1999 had increased up to 56 percents. Volume of income from hotel facilities
in 1999 amounted to 7 milliard rubles.
In the total number of hotels and other similar accommodation facilities
of the Russian Federation, the share of Moscow is only 4%, and lumpsum
capacity is 18.4% with respect to number of places and 20% with respect
to number of rooms. But with respect to number of nights reserved by
all categories of visitors, the capital's share was more than 31% in
1999, and for foreign citizens, - 52%.
However, despite of the increase of hotel base, quantity of visitors
of. Moscow does not grow, but even decreases, although the rates being
less (23.4 % in Russia on the whole against 13.2 % in Moscow for last
three years). Simultaneously, the share of foreigners in total amount
of services in the hotel base of the city of Moscow grows and was equal
27.4 % against the average of 16.5 % all over Russia in 1999.
Profitability of the Moscow hotel complex is high and it is about 30.5
%, that being more then the all-Russian index in 1.7 times. In May,
1996, the Moscow City Government accepted a hotel and tourism complex
(HTC) development program for the period till 2005, where tourism is
defined as a priority direction in municipal economy. For today, the
city's needs in high quality hotels of the category of 5 stars meeting
the international standards, are completely satisfied. At the same time,
there are not enough hotels of middle class (3 stars) for reception
and accommodation of mass clients.
According to the experts, Moscow should increase the hotel fund, as
minimum, in 2-3 times. Apart from building new hotels, reconstruction
of old hotels, such as "Moscow", "Ukraine", "Budapest",
"Beijing" is provided, as well as cardinal reconstruction
and re-equip of the other municipal hotels.
In Moscow, set of the enterprises of food supply is actively extending.
Now, their number is more than 500. Plenty of restaurants of foreign
companies "McDonald's", "Pizza Huts", "Patio-pizza"
has appeared, as well as a set of national restaurants, - Chinese, Italian,
Greek, Turkish and other cuisines.
Transport takes an important place in tourist infrastructure. Moscow
is the largest airunit of Russia. It has five airports: Sheremetievo-1,
Sheremetievo-2, Vnukovo, Domodedovo and Bykovo. Sheremetievo-2 is an
international airport. Some charter voyages within the framework of
exit tourism are discharged from Vnukovo and Domodedovo. For last years,
Moscow has became a large business center not only in scale of Russia,
but also on global level, that is reconfirmed by activity of foreign
and Russian investors and constant conducting of large exhibitions and
congress events in Moscow.
A major element of tourist business are tourist agencies which are organizing
and providing reception of foreign tourists. However, the number of
such firms is still insignificant. Conducting a state policy on support
and development of such firms is required. Thus, in today's Moscow,
the definite base for service of entrance tourism is created and operating,
which is sufficiently advanced but requires rather large expenses for
its updating and perfecting.
In 1989, Moscow was visited by about 3.9 million foreigners, including
1.6 million people with tourist purpose. It is approximately in 3.5
times more than for last years. Moscow remains to be the absolute leader
among the other Russian cities in respect of the number of coming foreign
tourists. However, a rate of organized group tourists in St.-Petersburg
is a little bit higher. This circumstance should be taken into account
when planning advertising and information work to promote Moscow as
a city of cultural and cognitive tourism.
The data on quantity of nights reserved by foreigners in hotels of the
city are very representative. So, for example, according to Mosgorcomstat
(Moscow Municipal Committee on Statistics) data, 5,064,685 nights were
reserved in Moscow in 1999. In respect of quantity of arrivals, Moscow
loose to the largest cities and capitals of the world, although the
number of coming foreign visitors is great and exceeds the similar indexes
in some countries.
In 1999, services of 170 Moscow hotels were rendered to 889,576 foreign
visitors from more than 163 countries of the world. According to the
experts, average time of stay of domestic visitors who had a night stay
in hotels and other similar accommodation facilities of Moscow is 5
days. Foreign citizens, as per the frontier statistics data, spend in
Moscow 4.38 days on the average, and 4.5 - 5.5 days in the accommodation
facilities.
Though citizens from a rather numerous circle of the countries were
accommodated in hotels, determining importance is attributed, especially
with respect to organized tourism, to arrivals and night stays of tourists
from the limited number of countries, - USA, Germany, Great Britain,
France, Spain, Israel, Italy and Japan.
Tourist flow to Russia and Moscow is quite easy to predict. Most popular
for trips are the summer months. The lowest rates of visits are in the
period of January to March. A little bit larger flows are in the fourth
quarter. Unfortunately, we have no possibility to compare activity pattern
of business trips by seasons in comparison to tourist trips, nevertheless,
it is possible to make a conclusion that loading of hotels and the tourist
activity in the city in the out-of-business period should be projected
either on the basis of activation of conducting of cultural actions
and measures, or on popularization of Moscow as a city of congress,
exhibition, and business tourism.
Structure of the foreign visitors flow to Moscow considerably differs
from domestic (all-Russian) one. The basic contingent is constituted
by visitors with business purpose - 57%, - and with the purpose of tourism,
- almost 32%. Whereas, for Russia as a whole, the share of visiting
with the private purposes, - 56%, - prevails, and the percentage of
visitors with business and tourist purposes is only 19.3% and 14.4%
respectively. Those directions will determine development of entrance
tourism in future as well.
The analysis shows that, despite of significant efforts of the Moscow
City Government to create positive image of the city, opening new comfortable
hotels, the flow of foreigners visiting the city has not increased,
and even decreased, given that for Russia as a whole it has increased.
The calculations prove that the visitors flow to Moscow (both domestic
and foreign) who stay at accommodation facilities, is about 3 million
people (1999), including approx. 0.89 million foreigners.
According to statistical data of the frontier service, the number of
foreigners is a little bit more than 1.1 million persons, as a significant
share of those who comes by private invitations and a part of other
categories stays at their relatives' place, their friends' place, at
private flats which are not taken into account by the statistical data
on accommodation facilities.
Except for those who stay in hotels, cultural and tourist zones of Moscow
are visited by many tourists (one-day visitors without night stay),
- the city and suburb residents. Comparison of scales of tourism development
in Moscow with other large capitals of the world countries that are
centers of tourism shows that even now Moscow already holds a honorable
place among them. However, there are many reserves for further development,
especially, in the part of increase of the foreign visitors flow and
loadings the hotel base.
4. Appeal for Moscow to foreign tourists, and negative
factors affecting development of entrance tourism
Tourism as a whole represents such branch of economy that allows, at
rather small investments, to provide economically profitable use of
"local resources" - historical and cultural heritage, traditions,
nature. Therefore, for conditions of Moscow, an absolutely right choice
is preference of the tourist development of the city as priority in
comparison with its industrial development. It implies maximum release
of the basic tourist zones (generally, the Center) from industrial enterprises
and public utility and warehouse facilities.
Taking into account the general state of the Russian economy and, in
particular, situations in Moscow, "export of strong points"
of the city is, at least for next some years, more simple and efficient
form of participation in differentiation of labor, than participation
in industrial competition where our production does not meet challenges
of the world market yet.
Analysis of Moscow's resources in accordance with the above-listed factors
testifies that the city has wide enough potential of tourist offer based
on unique resources. It is necessary to note that the Moscow region
(Moscow and Moscow suburb area) has the largest historical and cultural
potential in the country. The number of objects of interest is 38% of
all-Russian one (for comparison: St. Petersburg, Novgorod and Pskov
area have only 16%). Among them, more than 200 objects are entered into
the UN Register.
Appeal of Moscow as an object of tourism is determined by the following
factors.
1. Huge historical and cultural heritage of the city which is inextricably
related with the history and culture of all Russia
2. Largest hotel tourism complex (over 72 thousand hotel rooms, 4500
tourism agencies, 13 insurance companies, 16 automobile enterprises,
etc.)
3. The transport system determines Moscow to be a starting point of
tourist routes to historical and cultural objects of Moscow area and
the cities of Golden Ring.
4. The place to held international congresses, symposiums, seminars,
exhibitions, fairs, festivals, - it is a base for development of business
and congress tourism in the capital.
5. An international cultural center where more than 60 museums and 40
theatres, 2 circuses etc. are concentrated.
6. The largest center of Russian Orthodox Church (in the city, there
are more than 130 churches), - it's a reason for development of religious
tourism.
7. In Moscow, international competitions in various kinds of sports
are conducted.
8. Events connected to the history and culture of Russia.
9. Tourists' trips to the capital can be combined with river and sea
cruises.
10. The world-wide popularity of Russian medicine and rather low (in
comparison with world-wide rates) prices attract the foreigners with
a possibility for conducting medical treatment in Moscow.
Unfortunately, at present, a number of negative factors affects the
development of entrance tourism: Low competitiveness of old accommodation
pool. Poor assortment of tourist services. The significant duration
of "lifeless season" speaks about failure to organize the
tourist offer, cycles of recreational occupation in view of individual
and group demands of the consumers. Absence of a complex sight at the
character and specificity of Moscow as a tourist place A flow of negative
information in foreign mass media about Russia, including Moscow, as
a country adverse for tourism. Because of the constrained financing,
the promotional activity abroad to strengthen the tourist image of the
city is conducted in inadequate extent. The infrastructure of HTC of
the city is insufficiently advanced, its state still does not meet the
international standards in tourism. There is a problem of shortage of
hotel rooms and small hotels of middle class, category 3 stars. In this
connection, realization of project to create a network of hotels of
small capacity has been started in Moscow. The necessity of its creation
is caused by both formation of business and tourist appeal of the city
and expansion of accommodation and rest zones in immediate proximity
from the objects of tourists' interest, business centers, cultural and
historical sights of the city, as well as sites of holding large international
exhibitions, symposiums, congresses and festivals, international sports
competitions. There is no program of support of tourist agencies engaged
in entrance tourism. The state of urban infrastructure and, first of
all, its transport component, can not promote development of tourism.
It includes, in particular, the shortage of modern buses of various
capacity for the tourists, and absence of parking lots, and low level
of urban transport services (for example, taxi). The criminal situation
in Moscow, as well as questions of ensuring their safety and security,
is a matter of the foreign tourists' concern. Rather low level of health
services under insurance policies in case of disease during stay in
Moscow; and some other, less essential, factors. The causes of those
negative factors consist in the following:
1. Dissociation of efforts on development of internal tourism, absence
of interest to introduction of mechanisms of economic cooperation and
control.
2. Languid and sometimes incorrect technique of organization of joint
ventures and joint enterprises with participation of foreign investors.
3. Political and economic instability in the country.
4. The orientation for commercial tourism obligatory had to influence
upon reduction of the sizes of deductions from tourist activity to the
municipal budget, redistribution of the incomes for the benefit of black
economy. Elite tourism of rich loners did not call tourist boom, made
dead the vast assets and in hundreds times reduced the floating assets
in the field of tourism. Transporting is suspended, there is no pilgrimage
to museums, exhibition halls.
5. The remoteness from the basic West-European capitals does not allow
to use bus routes widely. Trips to Russia are connected to the air transportation,
that fact sharply increases their cost.
6. Weakly displayed tourist flows, economic importance of which was
difficult to predict.
The conclusion should be made about unsatisfactory use by state bodies
of their control function that determines the policy of the city in
the sphere of tourism, acting as an organizer and manager of tourist
development. The internal tourist market conjuncture has been affected
by the following factors, in general:
1. Too large share of transport component in the total trip cost that
makes noncompetitive the offers in domestic market in comparison with
foreign trips;
2. Insufficient use of the discounts system for transport and accommodation
orientates domestic tourist operators' attention at the foreign markets;
3. Significant growth of the offer cost in domestic market which has
reached the international level given lower quality of service, that
also stimulates reorientation of the demand at foreign trips;
4. Reduction of general mobility of the population; the share of people
spending the holiday in their summer cottages, at their relatives and
friends' places, increased more than in 2 times; up to 60% of the population
spend the holiday at home;
5. The system of the branch management is destroyed that has resulted
in its dissolving into separate parts, loss of coordination of objects
activity, liquidation of regional routes;
6. Shortage in skilled managerial staff capable to work in the new economic
conditions. The difference of the metropolitan tourist offer from the
analogues, a lot of which are offered in the market, is the fact that
there is a unique possibility in Moscow to combine various kinds of
tourism. Being a center of business, financial, political, scientific,
spiritual and cultural life of Russia, Moscow is receiving unique possibilities
to develop the most perspective kinds of tourism in all the available
forms. The existing possibilities to develop various kinds of tourism
allow to make the offer essentially various, and raise competitiveness
of tourist products of Moscow. The spectrum of tourist offer of the
capital is wide enough and can be based, first of all, on the saved
fragments of historical and architectural environment of the city, the
monuments of architecture, engineering art, history, archeology and
culture. Natural possibilities of the nearby areas where objects belonging
to Moscow enterprises and institutions are located, allow to extend
the traditional offer at the expense of organization of short-term departures
from the capital to the open country. The development of tourism is
favored also by convenient geographical location of Moscow which is
connected with the other historical and cultural monuments and cities
with straight river, automobile, and railway communication. For correct
determination of the basic directions and scales of tourism development
in Moscow, it is expedient to analyze the common tendencies of tourism
development in historical cities (offering a similar product), including
being based on foreign experience. From the point of view of organization
of tourist travels in Moscow two opposite tendencies are noted:
1. In internal tourism (Russian citizens to Moscow), the tendency will
be shown, characteristic for the majority of other countries of the
world, too, - development of individual tourism, travelling by families
or in other small groups. The determining factor in this case is a beforehand
provided possibility of freedom choice of a route and changing its program,
that is quite easy to realize in small number of tourists. It is necessary
to use actively the mechanism of discounts for group routes in transport,
food and accommodation enterprises for stimulation of group trips in
the internal tourism.
2. In entrance tourism, the share of the group tourists is higher than
among internal visitors. It is partly caused by dissemination of negative
information about Russia in the Western mass media, therefore, the tourists
in a large group of compatriots feel more confidently than in a small
collective. The definite role is also played by the price factor, as
there are group discounts.
BASIC PURPOSES AND PROBLEMS OF THE PROGRAM
The main
strategic purpose of the Program consists in formation in Moscow of
competitive tourist-recreational branch as one of leading, priority
branches of economy providing, on the one hand, demand of the consumers
(both Russian and foreign) for satisfaction of their needs in tourist-recreational
services, and on the other hand, significant contribution to social
and economic development of the region at the expense of increase of
profitable part of the local budget, inflow of investments, increase
of workplaces number, improvement of the population health, conservation
and rational use of the cultural, historical, and natural heritage.
The Program developers proceeds from the model of steady tourism. Steady
tourism a model of economic development in the following purposes:
1. Increase of the income from tourism, perfecting of the taxation system.
The municipal budget should be formed substantially at the expense of
revenues from tourist activity in Moscow: 10% by 2010.
2. Raise of the life standard of local population, welfare of the Muscovites.
Use of the social role of tourism (rest of Russian people, establishing
social contacts and communication between people).
3. Inflow of investments and creation of new workplaces.
4. Ensuring comfortable conditions of stay for the tourists.
5. Growth of national self-esteem as a result of hospitality and referring
to the cultural and historical heritage.
As primary goals, the program notes:
1. Determining of the basic areas of activity of the Moscow City Government
in control over the tourist resources and tourist industry.
2. Formation of legislative base of the tourist branch.
3. Development of free enterprise in the field of tourism, and, first
of all, development of small and average business.
4. Stimulation of development of material base of the tourism branch
by engaging Russian and foreign investments for reconstruction of acting
objects and creation of new tourist objects and accommodation facilities.
5. The development of tourism infrastructure necessary for raise of
competitiveness of Moscow in the international and internal tourist
markets, that, in turn, will have an effect on development of the social
infrastructure of the city.
6. Creation of conditions for development of tourist zones in the territory
of Moscow and adjoining regions of Russia on the basis of agreements
in the field of tourism. New construction and reconstruction of acting
tourist objects, such as museums, memorial places, objects of interest,
architectural monuments, garden and park ensembles, etc. Putting into
order the historical places in the city, which are frequently visited
by tourists.
7. Development of event tourism basing on attraction of mass contingent
of tourists, using some event in the city life. Formation of an event
tourism program (congresses, festivals, competitions, urban holidays,
etc.). Development of key, "sign" events of year and duly
informing on them.
8. Revival of social tourism in Moscow, raising internal tourism in
the city and on this base, - raising of life standard of the population,
harmonization of social and public life, revival of interest to fatherland,
successful solution of questions of conservation of historical and cultural
heritage and protection of natural environment.
9. Transformation of the capital into a modern international center
of business activity, attraction of business tourists from abroad and
other regions of Russia, as business tourists are the most solvent category
of tourists, and the business tourism is most suitable for the conditions
of a modern city.
10. Conducting an active advertising and information work directed at
formation of image of Moscow as the largest center of tourism in the
world, and promotion of such the image in the Russian and international
tourist markets.
The program is designed for the period till 2010, and includes short-term,
intermediate and long-term activities. The first stage: 2000-2001 -
drawing up the feasibility studies of the large projects and realization
of priorities. The second stage: 2001-2005 - realization of intermediate
term projects and programs. The third stage: 2005-2010 - realization
of long-term projects and annual programs.
Comprehensive
program of development of tourism in city to Moscow.
The analysis of a situation both substantiation of the purposes and
problems of the program.
The analysis of a situation in the field of tourism in Moscow.
Attractiveness of Moscow for the foreign tourists and negative factors
that influent in development of entry tourism.
The tourism as a whole represents such branch of economy, which allows at rather small capital investments to ensure economically profitable use "of local resources" - history-cultural heritage, traditions, nature. Therefore for conditions of Moscow absolute lawful the choice of tourist development of city is as priority in relation to its industrial development. Thus the maximal clearing of the basic tourist zones (in the basic City Centre) from the industrial enterprises and public-warehouse structures is stipulated. Taking into account a general condition of the Russian economy and, in particular, situation in Moscow, "the export of advantages" cities is, at least, the coming years the more simple and effective form of participation in an economic division of labour, than the participation in an industrial competition, where our production does not meet yet to standards of the world market.
The analysis of resources of Moscow according to the listed factors speaks that the city has rather wide potential of the tourist offer based unique resources.
It is necessary to note, that the Moscow region (Moscow and the Moscow area) has largest in the country history-cultural potential. The amount of objects of display makes 38 % from all-Russian (for comparison Sankt - St. Petersburg, Novgorod and Pskov area - only 16 %). Among them more than 200 objects are brought in to the register UNO.
The appeal of Moscow as object of tourism is defined by the following factors:
1. A huge historical and cultural heritage of cities, indissolubly connected to a history and culture of all Russia
2. The largest hotel-tourist complex (over 72 thousand hotel places, 4500 tourists firms, 13 insurance companies, 16 auto enterprises etc.)
3. The transport security defines Moscow as a starting point of tourist routes on historical and cultural objects Moscow Region and cities of a Gold ring.
4. The Place of realization of the international congresses, symposiums, seminars, exhibitions, fairs, festivals is a base of development in capital business and congress of tourism.
5. The International cultural centre, where is concentrated more than 60 museums and 40 theatres, 2 circuses etc.
6. The Largest centre of Russian Orthodox church (in city more than 130 temples) - precondition for development of religious tourism
7. In Moscow the international competitions on various kinds of sports will be carried outspent
8. Event measures, connected to a history and culture of Russia
9. The Trips of the tourists to capital can are combined with river and sea cruises.
10. The World popularity of the Russian medicine and rather low, in comparison with world, the prices involve the foreigners with an opportunity for realization in Moscow of rates of treatment.
A flow of the negative information in foreign mass media about Russia, and Moscow including, as to the country, adverse for tourism. Because of the constrained financing the propaganda work abroad on strengthening tourist image of city is conducted in unsufficient volumes.
The Difference of the metropolitan tourist offer from analogues many offered in the market, is, that in Moscow there is a unique opportunity to combine various kinds of tourism.
Representing the centre of business, financial, political, scientific, spiritual and cultural life of Russia, Moscow receives unique opportunities to develop the most perspective kinds of tourism in all available forms. The existing opportunities on development of various kinds of tourism allow essentially vary the offer and raise competitiveness of a tourist product of Moscow.
The Spectrum of the tourist offer of capital is rather wide and can be based, first of all, on the kept fragments of history-architectural environment of city, monuments of architecture, engineering art, history, archeologies and culture.
The Natural opportunities of nearby areas, where there are objects belonging to the Moscow enterprises and establishments, allow to expand the traditional offer at the expense of organization of short-term departures from capital on a nature.
The Development of tourism is favoured also by a convenient geographical position of Moscow connected to other history-cultural monuments and cities direct water, automobile and a railway communication.
From the point of view Of organization of tourist travels in Moscow two opposite tendencies refract:
1. In internal tourism (Russian citizens in Moscow) the tendency, characteristic and for the majority of other countries of the world, - development of individual tourism, travel by families or in other small groups will be shown. Determining thus is beforehand caused opportunity of freedom of a choice of a route and changes of its program, that at small number of the tourists is enough easily carried out. It is necessary actively to use the mechanism of the discounts on group routes on transport, enterprises of accommodation and food for stimulation of group rounds in internal tourism.
1. In entrance tourism the share of the group tourists is higher, than among the internal visitors. It, partly, is caused by distribution of the negative information about Russia in mass media of West, therefore tourists feel in the large group of the compatriots more confidently, than in small collective. The certain role is played also by the price factor, as the group discounts work.
BASIC PURPOSES AND
PROBLEMS OF THE PROGRAM
The main
strategic purpose of the Program consists in formation in Moscow of
competitive tourist-recreational branch as one of leading, priority
branches of economy providing, on the one hand, demand of the consumers
(both Russian and foreign) for satisfaction of their needs in tourist-recreational
services, and on the other hand, significant contribution to social
and economic development of the region at the expense of increase of
profitable part of the local budget, inflow of investments, increase
of workplaces number, improvement of the population health, conservation
and rational use of the cultural, historical, and natural heritage.
The Program developers proceeds from the model of steady tourism. Steady
tourism a model of economic development in the following purposes:
1. Increase of the income from tourism, perfecting of the taxation
system. The municipal budget should be formed substantially at the expense
of revenues from tourist activity in Moscow: 10% by 2010.
2. Raise of the life standard of local population, welfare of the
Muscovites. Use of the social role of tourism (rest of Russian people,
establishing social contacts and communication between people).
3. Inflow of investments and creation of new workplaces.
4. Ensuring comfortable conditions of stay for the tourists.
5. Growth of national self-esteem as a result of hospitality and
referring to the cultural and historical heritage.
As primary
goals, the program notes:
1. Determining of the basic areas of activity of the Moscow City
Government in control over the tourist resources and tourist industry.
2. Formation of legislative base of the tourist branch.
3. Development of free enterprise in the field of tourism, and,
first of all, development of small and average business.
4. Stimulation of development of material base of the tourism branch
by engaging Russian and foreign investments for reconstruction of acting
objects and creation of new tourist objects and accommodation facilities.
5. The development of tourism infrastructure necessary for raise
of competitiveness of Moscow in the international and internal tourist
markets, that, in turn, will have an effect on development of the social
infrastructure of the city.
6. Creation of conditions for development of tourist zones in the
territory of Moscow and adjoining regions of Russia on the basis of
agreements in the field of tourism. New construction and reconstruction
of acting tourist objects, such as museums, memorial places, objects
of interest, architectural monuments, garden and park ensembles, etc.
Putting into order the historical places in the city, which are frequently
visited by tourists.
7. Development of event tourism basing on attraction of mass contingent
of tourists, using some event in the city life. Formation of an event
tourism program (congresses, festivals, competitions, urban holidays,
etc.). Development of key, "sign" events of year and duly
informing on them.
8. Revival of social tourism in Moscow, raising internal tourism
in the city and on this base, - raising of life standard of the population,
harmonization of social and public life, revival of interest to fatherland,
successful solution of questions of conservation of historical and cultural
heritage and protection of natural environment.
9. Transformation of the capital into a modern international center
of business activity, attraction of business tourists from abroad and
other regions of Russia, as business tourists are the most solvent category
of tourists, and the business tourism is most suitable for the conditions
of a modern city.
10. Conducting an active advertising and information work directed
at formation of image of Moscow as the largest center of tourism in
the world, and promotion of such the image in the Russian and international
tourist markets. The program is designed for the period till 2010, and
includes short-term, intermediate and long-term activities. The first
stage: 2000-2001 - drawing up the feasibility studies of the large projects
and realization of priorities. The second stage: 2001-2005 - realization
of intermediate term projects and programs. The third stage: 2005-2010
- realization of long-term projects and annual programs.
System of program events.
The system of program events includes some sections. Drawing them up will ensure a tool for Moscow to form a new tourist product, meeting the modern requirements and possibilities of the city, as well as the general tendencies of tourism development. The system of program actions is broken into some sections consolidating the actions similar in their direction.
1. Development of image of Moscow as a city favorable for tourism. Advertising, publicity and information work. Creation of comfortable information environment for tourists.
2. Development of infrastructure and material base of tourism
3. Development of Moscow tourist product
4. Creation of conditions for tourism development. State support of tourism in Moscow.Improvement of the structure of tourism control and development
5. Personnel training.
6. Scientific background for tourist activity.
Image of Moscow as a city favorable for tourism. Advertising, publicity and information work. Creation of a comfortable information environment for tourists.
Section I.
Image of Moscow as a city favorable for tourism. Advertising, publicity
and information work. Creation of a comfortable information environment
for tourists.
1. Creation of two image strategies of Moscow as a tourist place:
1.1. Strategy for external market (a place open to all the world,
safe, with advanced infrastructure and richest cultural and historical
heritage);
1.2. Strategy for internal (domestic) Russian market (a place accessible
for the desired visitors from various Russian regions, interesting and
various for different social groups of tourists).
2. Consolidation of advertising and information work of different
market players in the hands of a separate municipal structure, being
independent of influence of any companies, - Tourist Information Center
(TIC), - with the purposes of rendering advertising and information,
tourist and business services to the visitors, as well as for conducting
the advertising and marketing activity. Construction of TIC with total
area of 3 thousand sq.m. Creation of a network of unitized TIC information
bureaus with total area of 0.6 thousand sq.m. 2.1. Advertising and information
activity
2.1.1. Information unit. Building and regular updating of information
databases for tourists. - Database "Guidebook". Survey information
on Moscow (history of the city, statistics, sights, cultural program,
entertainment, shopping, holidays, events, special measures, the map
of Moscow, virtual cameras of direct translation in different objects
of tourist show). - Database "Planning and Booking". Information
on organization of trips and accommodation in Moscow. A possibility
to familiarize with Russian agencies, variants of flight, accommodation
in hotels, to receive consultation, to place an order, to reserve, to
lease etc. Those tasks correspond to: "White List" of tourist
agencies; booking system; formation of orders for tourist agencies.
A special place is taken by "System of trip scheduling", when
a tourist enters certain information about himself, and the system processes
those data and outputs the optimum variants of trip in view of the client
peculiarities. - Database "Moscow Life Diary". Collecting,
processing and classification of all the information concerning everything
that occurs in the city: what events, where, when, etc. Repertoire of
theatres, program of night clubs, where to have a good time, what to
engaged with, excursions, etc. Granting urgent and reliable information
about work of the tourist industry objects of Moscow, tourist resources,
tourist products, events in cultural and public life of Moscow.
2.1.2. Service of information and consultations. The list of services
is the following: - Granting the information by telephone on-line in
three languages. - Personal consultations (face-to-face). - Reception
of orders for booking services, with subsequent receiving by the customer
of a voucher for the service ordered. - Call re-addressing to the services
suppliers. - Trip-the-clock information service using an interactive
voice answering system in voice mode and in "fax by inquiry"
mode.
2.2. Marketing activity.
2.2.1. Design and distribution of advertising and publicity materials
about the tourist complex of Moscow, on events planned in the city,
and on TIC itself.
2.2.2. Conducting special actions in Moscow and other countries
to form positive public opinion of Moscow as an international tourist
center
2.2.3. Study of tourist resources of Moscow, monitoring of data
reliability with respect to resources kept in the Center's databases.
2.2.4. Promotion of new tourist resources. Organization of presentations
of new tourist products with invitation of their holders, investors,
as well as tourist operators and tourist agencies.
2.3. Commercial activity. Service in places most frequently visited
by tourists:
2.3.1. Drawing up of vouchers for accommodation, car rent, visiting
of cultural events, restaurants, excursion and guide service, etc. -
in Moscow city.
2.3.2. Drawing up of voucher for trip to an exit tourist;
2.3.3. Registration of visa, booking of air tickets for dispatch
abroad;
2.3.4. Sale of advertising space in advertising production of the
TIC.
2.3.5. Sale of check-books and discount cards "Guest's Card".
2.3.6. Sale of maps, guidebooks, brochures and gift editions, video
and CD, etc.
2.3.7. Sale of souvenir products.
3. Work at the international exhibitions and fairs accompanied with
advertising and promotion campaigns.
4. Organization of conferences on tourism with participation of
foreign firms. Conducting in Moscow congresses of international tourist
organizations. It can be World Association of Tourist Agencies (WATA),
World Federation of Associations of Tourist Agencies, International
Hotel Association, and so on.
5. Collaboration with foreign journalists invited to Moscow.
6. Work with national tourist representative offices of other countries.
7. Design and release of advertising and information products.
8. Annual edition of summary calendar of tourist events.
9. Organization of international advertising and PR-campaigns.
10. Participation in realization of projects having large public
resonance, for creation of free-of-charge advertising of the city of
Moscow.
11. Conducting an active propaganda campaign in Moscow explaining
and maintaining steps of municipal authorities to develop the city as
a tourist center, educating Muscovites in the spirit of hospitality
and easygoing attitude to visitors, both Russian and foreign.
12. Conducting a multi-stage campaign for advertising Moscow as
an object of tourism in the regions of the Russian Federation.
13. Manufacture and installation of information boards and panels,
signs and inscriptions in public places frequently visited by tourists,
duplicating the Russian text with foreign translation.
14. Creation and support of a tourist server of Moscow in Internet.
15. Establishing direct relations with basic foreign tourism operators
specializing in the direction of Russia.
Development of the tourism infrastructure and material base
For satisfaction of the
tourists' needs under the classical scheme of rendering the tourist
services: "transport + accommodation + entertainment", - it
is necessary to provide the tourists with the following services: -
accommodation, that should be satisfied with several types of basic
and additional accommodation facilities; - Food, that is connected to
necessity of providing them with various, including, entertaining, food;
- tourist impressions; - transport. For satisfaction of the tourists'
needs, the "small steps" policy is offered, aimed at formation
of a network of small private hotels and other types of accommodation
facilities, as well as gradual development, on the base of regeneration
of the historical building pattern, of service infrastructure designed
for both temporary (visitors) and resident population of the city. Development
of the tourist structures should "work" for a general idea
of conservation of historical shape of the city, its originality, renovation
of its historical building pattern.
1. Formation of a uniform system of tourist zones in Moscow (about
20 zones) and high-grade tourist routes connected to them, focused on
different categories of tourists, and providing full complex of services
for the tourists within 15-minute pedestrian/transport availability,
including accommodation (hotels, apartments, flat in residential flat
blocks, etc.), servicing the tourists (souvenir vending, household services,
public health care, etc.), entertainment (leisure centers, theatres,
concert halls, etc.), information and reference service, visiting of
shown objects (excursion services), transport services, parking lots.
The work is conducted on the base of a complex program of tourist recreational
zone "Golden Ring of Moscow".
1.1. Tourist zone is called a territory where development of tourist
infrastructure is priority in relation to other kinds of activity. A
tourist zone is such a territory where objects of interest, attracting
tourists, and other objects and services are concentrated. It is nothing
else but a complex, and it would be erroneous to call 'tourist zone'
some place with concentrated sights without the necessary infrastructure.
In a tourist zone, certain tourist product is formed, i.e. tourist offer
including such elements as: sights survey, visiting of museums, theatres,
festivals, rest (active one, and simple walking), visiting souvenir
shops, art saloons and galleries, as well as food, accommodation, transport,
guide's services, etc. Progressive is creation of tourist products designed
for various segments of the market, and, hence, tourist zones should
have thematic character, too.
1.2. Tourist zoning as a strategic direction of general tourist
policy of the city is closely connected with realization of the general
plan of Moscow, with social, economic, and ecological factors.
1.3. For effective stage-by-stage development, it is necessary to
carry out selection of various tourist zones, so that, if necessary,
they could be economically and efficiently developed separately. The
orientation at stage-by-stage development is based on some reasons stated
below: - Transport and pedestrian availability; - Terms of creation
or supplement of the base infrastructure; - Demand in the tourist market;
- Expediency of development of sights and objects; - Social perception
of tourist development by the population living in these tourist zones.
1.4. Zone type (profile) and functional features depend, first of
all, on tourist potential, - historical and cultural, or natural.
1.5. In the territory where sights or objects of tourist interest
(museums, theatres, entertainment and sports objects) are placed, the
objects of tourist service are also focused. "Sectional" organization
of tourist sights and kinds of activity is an important principle of
planning. Sights grouping in certain zones can attract more tourists
to each of them and make the tourists stay longer in each of them. It
makes cheaper the infrastructure creation and is more convenient for
organization of trips. The "sectional" approach also consists
in development of several additional sights near the basic one, drawing
the tourists' attention. Those secondary elements may already exist
in the zone and to require reconstruction only. In other cases, they
may be mobile (any cultural mass event, action, show), or developed
from zero (for example, organization of a center for expositions and
sale of products of national crafts).
1.6. Grouping the tourist objects and forms of amusement by functional
parameters, such as objects of accommodation, cultural objects, leisure
organization objects. Accommodation should correctly correspond with
the basic sights, not penetrating their territory to keep the historical
atmosphere of the environment and, at the same time, providing convenient
transport and pedestrian availability.
1.7. Building stops for tourist transport outside the street road
network for prevention of bottlenecks and other street traffic failures
is an important advantage of precise tourist zoning.
1.8. Zone organization depends on disposition of tourist objects
(both objects for show and infrastructure objects) in relation to each
other, their affinity. The second condition allowing to define a tourist
zone, is its maximum organic integration into the town-planning system
of Moscow. Therefore, main zones situated in Central Administrative
District within Garden Ring, completely obey to the structure of radial
directions of streets from Kremlin and ring connection between them
- along parkways. It is obvious that all the tourist zones should be
coordinated with general policy of development of the capital, with
General Plan of development of Moscow till 2020. Zone "binding"
is necessary with decision of ecological, transport, and social problems,
analysis of which is given in General Plan. The plan of tourism development
in Moscow is considered as one of the constituents of General Plan.
Such the approach provides harmonious integration of tourism to the
city life, that will minimize the problems connected to competition
for use of land lots, with chronic overload of the transport network,
with determining of functional use of monuments. In the event the plans
of tourist zones development will be designed in administrative districts
of the city, their connection with the tendencies of development of
Moscow should be coordinated. In this case, an important condition is
participation of the city (or administrative district) inhabitants in
discussing the project at key stages of planning.
1.9. An important part of the plan are conservation zones of two
types - natural and historical. It directly concerns tourist zones development,
where they are located. Among natural zones, Izmailovo and Kolomenskoe
may be marked out. Natural zones are approved; historical and cultural
conservation zones will be approved soon.
1.10. Separation of a zone connected with organization in it of
congress, exhibition and business tourism is based on the General Plan
decision on forced development of "City" complex and Euroterminal.
1.11. Improvement of the motor ship route "Kolomenskoe - City:
from XI to XXI century."
1.12. Conceptually important is decision to build special free parking
lots (it will begin next year) near the Garden ring borders and along
the periphery of Central District. There are only pay parking lots in
the center. This circumstance has influenced on designing, generally,
pedestrian zones in the Center.
1.13. There are no parking lots for tourist transport in the historical
zones of the city, - for external visual survey of historical, architectural
and town-planning monuments. Municipal parking lots in the city center
are practically all pay, therefore, buses make loading and unloading
of tourists on the carriageway, while during excursion they stay in
nearby lanes. Parking on the carriageway reduces its throughput, and
can result in road incidents.
1.14. Zones of cognitive and endemic tourism is the territory of
greatest concentration of sights having an advanced network of hotel
enterprises and objects of tourist infrastructure. The recreational
zones can also be used, which are normally allocated in territories
with least concentration of the population, on dock spaces, in elements
of the nature environment included to urban landscape (for example,
in Sokolniki park, in Bitsa forest, and the latter has a full complex
of material objects required for it).
1.15. Formation of tourist recreational zone (TRZ) "Golden
Ring of Moscow". Approved by the Mayor of Moscow, offer to create
TRZ "Golden Ring of Moscow", including Kremlin, Red Square,
Alexandrovsky garden, trade complex "Okhotny Ryad", Manezh
Square, "Manezh" exhibition hall, Borovitskaya Square, Russian
State Library, A.S. Pushkin State Museum of Fine Arts, Temple of Christ
the Savior, pedestrian bridge across the Moscow river to "Strelka",
Complex of Tretiakov gallery in Lavrushinsky lane, Large Moskvoretsky
bridge, Vasilievsky descent, Kitai-Gorod wall on Moskvoretskaya quay,
"Old Gostinny Court Yard", GUM, has found its reflection in
the complex concept prepared by Moscow Committee on Architecture, on
development of TRZ "Golden Ring of Moscow" with design of
a business plan, the end of work above which is planned in 2000. This
concept assumes creation of a tourist recreational zone in the historical
center of Moscow with accomplishment of new construction and reconstruction
of the existing building pattern, with organization of service and tourist
show objects, places for rest and entertainment. The project assumes
reconstruction of Borovitskaya Square with construction of a new hotel
and business center, Lubyanka, Manezh, building of a 2-level parking
lot designed for 2000 places, substitute of ordinary objects of mass
service with reconstruction of historical buildings in Pyatnitskaya
street, Kuznetsky Bridge, Nikolskaya street. In Borovitskaya, Theatrical
and Lubyanskaya squares, it is planned to place objects of trading and
daily-living tourist service in the underground space.
2. Coordination of development of tourist infrastructure with other
branches of the municipal economy: modernization of motorways, building
of parking lots, including those for excursion transport, development
of urban public transport, development of municipal services, recovering
of the parks, old manors, museums and other cultural and entertainment
establishments, public health care, ecology, telecommunication, adaptation
of the city for elderly people and invalids.
3. Formation of zones of international tourism development in the
territory of Moscow and adjacent areas on the base of basic historical
and cultural centers of Moscow region, such as Sergiev Posad, Kolomna,
Serpukhov, Mozhaisk, Ruza, Zvenigorod, Klin, Istra, Dmitrov, Bronnitsy,
Vladimir, Pereslavl-Zalessky, including objects demonstrated to tourists,
tourist service centers, and recreational zones close to basins.
3.1. Development of tourism in Moscow through a uniform system of
arrangements to create a network of routes and development of material
base of tourism, as well as infrastructure in the regions connected
with Moscow, taking into account remoteness of Russia and Moscow from
the basic partner countries which are sending visitors to the capital,
and accordingly, incur high transport expenses related to the tourists
delivery to the place of rest and back (it is, first of all, St.-Petersburg
and Leningrad region, as well as the whole region of "Golden Ring",
- historical cities of Russia, including Yaroslavl, Kostroma, Ivanovo,
Vladimir and Moscow regions). 3.2. Inclusion of near Moscow Suburb Area
to the Moscow tourist complex. It especially concerns forest and park
protective zone having significant potential for development of various
kinds of rest and tourism, - and development of business tourism. Accommodation
facilities
4. Construction of new hotels. A draft plan of housing, public,
communal and other facilities construction in Moscow in 2001-2005, and
the General Plan of Moscow development in the period until 2020, envisage
by 2005, construction of new hotels and renovation of operating ones
with the total number of hotel rooms (accommodation places) to amount
to about 6,500 (10,000) and 5,590 (9,500), respectively, mainly in the
central part of the city and in intensively visited tourist areas. Categories
of hotels under construction are to be coordinated according to estimations
of the number of tourists and guests arriving in the capital. Thus,
priority is given to the construction of medium-class hotels, including
small ones, to most fully satisfy accommodation requirements of people
arriving in the capital with tourist purposes.
4.1 In the first stage (2001-2005), new accommodation facilities
are distributed among Moscow districts as follows, in percentage: Central
administrative district 59% Northern administrative district 4% North-Eastern
administrative district 7% Eastern administrative district 4% South-Eastern
administrative district 2% Southern administrative district 2% South-Western
administrative district 4% Western administrative district 17%
4.2 The following hotel construction projects are among those planned
to be accomplished in 2001-2005: a hotel of the Hotel and Business Center
in Novinsky Boulevard, "Hilton" in Nikitsky Boulevard, "Bolshoi
Hilton" in Neglinka Street, a hotel of the "Gostiny Dvor"
trading center in Ilyinka Street.
4.3 Elaboration of original licensing and tender documents. As new
hotel construction projects are supposed to be accomplished by attracting
investments, it would be appropriate to use budgetary appropriations
to be further refunded for the elaboration of original licensing and
tender documents (OLTD) for the construction of new hotels, and on the
results of tender bids to choose an investor that will thereupon reimburse
OLTD elaboration costs.
5. Reconstruction of the existing hotels. The program envisages
renovation of the following existing hotels: "Intourist",
"Beijing", "Budapest", "Rossija", "Moskva",
"Ukraine", "Tsentralnaya", "Ostankino",
"Tourist", "Volga" ("Severnaya" hotel).
6. Reequipment and measures to increase service categories of hotels.
6.1 The Program contains measures aimed at an increase of hotel
service categories in order that they first of all fully comply with
2-star and 3-star categories.
6.2 As a rule, companies allocate their own capital to reequip and
modernize hotel rooms. In 1999, within the frames of the work to increase
the efficiency of own and budgetary resources, major repairs and reequipment
of hotel rooms were accomplished on their own accounts by the JSC "Rossija"
(fully owned by the city), JSC Hotel Complex "Cosmos" (the
city owns 60% in the company), Hotel Complex "Ukraine". Over
1,125 rooms were repaired without taking into consideration other facilities.
These companies allocated 150 million rubles of their own capital for
major repairs, reequipment and purchasing. The material and technical
basis of municipal hotels "Altai" and "Tourist"
has been restored, and over 100 rooms have been repaired in the current
year.
6.3 In order to repair all hotel rooms that need to be repaired,
it is necessary to elaborate on a principally new efficient financing
scheme based on borrowings and investments.
7. Repair of rooms in hotels where refuges lived. The Program envisages
a complete repair of hotel rooms and public facilities of eight city
hotels in 2000-2002: "Altai", "Volga", "Voskhod",
"Zolotoi Kolos", "Kuzminki", "Orekhovo",
"Ostankino", "Tourist." Repair works are supposed
to be financed using profit tax concessions. Transport
8. Development of tourist transport services. Purchasing of motor
vehicles (buses, minibuses, passenger cars).
9. Establishment of an efficient and well-ordered system of Moscow
radio-equipped taxicabs to primarily serve tourist facilities.
10. Location and development of parking areas for tourist excursion
vehicles. Construction of parking facilities.
11. To take measures in order to improve services for foreign guests
at the Sheremetievo airport. Tourist service establishments
12. Development of a retail sale and consumer services network.
Special attention should be paid to retail sales of original Russian
and Moscow style souvenirs.
13. Development of congress and exhibition centers. Tourist catering
14. Development of the "Russian Bistro" fast food network.
Leisure centers and entertainment industry
15. Construction and reconstruction of tourist projects.
16. Development of leisure centers and entertainment industry, a
network of cultural and spectacular tourist facilities. Construction
of an aquapark in the "City", mountain-skiing slopes within
the city limits, tennis-courts, golf-fields, grounds for extreme youth
sports - both summer and winter.
17. Construction of new and reconstruction of existing tourist objects:
museums, memorial places, eye-catching places, architectural monuments,
landscape architecture ensembles, etc. To clear up historical places
of the city frequently visited by tourists.
18. Construction and commissioning of a multi-purpose motor-racing
ground in the flood plain of Nagatino adjusted for various competitions,
including the Formula 1 races.
Medical care of tourists
19. Elaboration and application of a unified concept of medical
care of entry and exit tourism. Provision of medical care to entrants,
personnel of hotel and tourist establishments. Establishment of a medical
diagnostic and health rehabilitation facilities on the basis of a medical
institution to be authorized by the Moscow City Government .
Tourist security
One of the major conditions of incoming tourism in Moscow is the
security of life, health and property of the city's guests. Criminal
situation in some hotels and lack of security blanket at airports and
other types of transport, including transfers to hotels and back, at
restaurants, during sightseeing tours and visits to other entertainment
facilities are active reasons of counter-propaganda and considerably
slow down a growth of incoming tourism. The establishment of a special
hotel and tourist police department seems to be expedient now in order
to provide security for visitors of Moscow, resist the above trends
and make the fight against illegal tourist business and criminality
in this field more efficient, including the fight against organized
criminal groups that are intensifying their activities in Moscow hotels
and tourist business. Many countries of the world have already formed
such special units, as recommended by the World Tourist Organization,
the most authoritative intergovernmental organization in the field of
tourism. Taking into consideration that there are a lot of licensed
security agencies already operating in various hotels of the city in
addition to representatives of the Interior Ministry, and in some top-class
hotels these security agencies are equipped with the state of the art
technical means, it would be expedient not to establish a centralized
vertically structured security service in hotels, but to propose a more
flexible decision based on the following main postulates:
20. Establishment of a Coordinating Council on security in the hotel
and tourist complex (HTC) of the city to act as an advisory and deliberative
body with the Moscow City Government . The council shall consist of
representatives of the Moscow state authorities, the Interior Ministry,
the Federal Security Service (FSB), airlines, public organizations and
commercial institutions of the complex, and other establishments. This
body should be entitled to introduce legislative initiatives to the
city, obtain off-budget financing and decide on the financing of the
main directions of security measures in the HTC.
21. Establishment of a non-profit organization "The Fund for
Security in HTC", which shall be governed by the Coordinating Council
as its top authority. In addition to such responsibilities as to raise
funds, upon decisions of the Coordinating Council, allocate, and audit
the appropriation of obtained financial resources, the Fund should be
entitled to accredit security agencies if they meet specific requirements
of the HTC, and to exercise regular supervision over the observance
of accreditation terms. Accredited security agencies personnel should
wear a unified insignia of the hotel and tourist police, follow its
service regulations and regularly report to the Fund. Evidently, it
would be expedient that the Fund be responsible for the supply of necessary
equipment and technical control systems to the HTC's facilities, and
specialized training of guards for the HTC's security units, as well
as other issues.
22. Establishment of a special police unit (tourist police) of the
Main Department of Interior Affairs to be financed by the companies
of the HTC paying for security services, as well as by allocations from
the city budget and the Fund. The said unit shall protect municipal
hotels and other facilities of the HTC on a contract basis, and supervise
tourist services provided during stops on a tour (within the frames
of the fight against illegal tourist business).
23. This unit may also function as the so-called "morality
police" or an emergency response service to extreme situations
that may occur in the HTC. The unit shall respond to emergency calls
from any facility of the HTC regardless of the fact what particular
security agency protects the object.
Creation of tourist product for the City of Moscow
The tourist
strategy of Moscow should pursue a twofold objective:
I. On the one hand, it should as much as possible preserve and strengthen
the position that has been reached in the traditional tourist sphere.
In order to do this it is supposed to create additional offer that could
react to any changes in the consumer demand for the product available.
Orientation to group and tour segments of the tourist market. At that,
it should be taken into consideration that in order to get an advantage
in the tourist business it is necessary to primarily concentrate efforts
on services for foreign and well-off Russian tourists. And that is possible
only if a completely new by its content, and evidently different and
individual tourist product is available.
II. On the other hand, it should provide for the creation of a new
tourist product beyond the frames of traditional assessments of Moscow
tourist capabilities. A new product should take into account specific
historic and cultural characters of the city, and make it possible to
substantially vary traditional offerings as it should contain services
that were not typical for Moscow earlier.
1. World experience testifies to the major role of tourism based
on the usage of elements of national history both for making profits
and creating conditions for the revival of natural and viable historic
environment. While developing a new tourist product, tendencies to revive
interest towards the national culture that have appeared recently not
only in this country but also in the West, should not only be considered
but taken as a base for new tourist suggestions. Cultural and national
ethnographic aspects could be used as a base for the following types
of tourism in Moscow being a historic city:
1.1. Business and sightseeing tourism intended for businessmen and
other experts, visiting not only Moscow but nearby towns as well, and
combining an expansion of their business contacts with recreation and
acquaintance with the life of local people. As their main interests
are stimulated by the need in recreation and entertainment, folk songs
and dances, as well as the most prestigious articles of handcrafts to
be bought as souvenirs will be most popular with this tourist category.
1.2. Incentive tourism, based on group tours to Moscow for sightseeing
and tours of a company or enterprise's employees to tourist areas for
recreation. Availability of this type of tourism mainly depends on the
structure of consumer demand for tourist services.
1.3. Specific types of tourism:
1.3.1. Licensed scientific tourism (archeological diggings in the
city and the region, studies of historic places);
1.3.2. Scientific and educational tourism, for example, courses
of the Russian language, restoration of monuments, ethnography and history
studies, archeological expeditions, and other varieties of specific
tourism;
1.3.3. Religious tourism being a worldwide tourist service is rather
feasible for Moscow with its complex of buildings on the Red Square,
in the Kremlin, monasteries, churches, etc., as it provides for their
revival. A lot of Orthodox sacred things and places in Moscow (the Vladimir
Icon of the Virgin, Rublyov's frescoes, architectural monastery ensembles),
as well as Orthodox objects of worship in the neighboring regions promote
the development of religious tourism.
1.4. Cultural and sightseeing tourism that is based on unflagging
interest to the huge sightseeing potential of the capital, consisting
of numerous architectural, historic, archeological monuments and literary
heritage, as well as small historic towns and rural settlements of the
Golden Ring, where participation in holidays, ceremonies and other events
can be included in the program of a tour. Maintenance work on the monuments
and objects of display. Execution of the historic and architectural
assessment of objects to be displayed. Inclusion of historical heritage
objects in tourist programs.
1.5. Weekend tours (for Muscovites and foreigners living in Moscow,
as well as for visitors from other countries). The development of this
type of tourism combined with the popularization of ancient ceremonies,
holidays, national traditions and culture will be most effective on
individual projects the construction of which is envisaged by various
tourism development programs (construction of tourist villages in the
Moscow region).
1.6. Ethnographical tourism, based on the interest of a potential
consumer in the actual life of the nation, national traditions, ceremonies,
arts and culture. Usage of historic buildings as live decorations for
actions with elements of the national culture and life is the most promising
direction in this type of tourism.
1.7. Capabilities to stay in any town should be developed mainly
in the cultural and historic centers of the Moscow region, as well as
in cities and towns of the Golden Ring where a lot of historic and cultural
places of interest are concentrated. It is possible on conditions that
the existing accommodation facilities are modernized and tourist infrastructure
is established, including craft shops, small restaurants, thematic cafes,
etc. Cities of the Golden Ring may become major tour targets for tourists
arriving in Moscow. At that the usage of places and objects of interest
may render a substantial financial support to the local people that
own and use these facilities.
1.8. Event tourism, based on the attraction of a mass tourist contingent
on the occasion of a cultural or sporting event in the city. Elaboration
of the calendar of events for this type of tourism (festivals, contests,
city holidays, etc.). Determination of the key event (events) of the
year and timely information about it. Development and execution of large
outstanding projects related to the cultural, scientific or sporting
life of the city, new holiday celebration programs, conferences, congresses,
round-table meetings, that attract a lot of participants from Russia
and foreign countries.
1.9. Ecological tourism may become a promising type of specific
tourism and an additional factor attracting tourists to Moscow. A variety
of this tourism is a stay in villages to experience this way of life.
This primarily concerns ecologically clean areas of the Moscow region.
This type of tourism may be developed in currently half-forgotten villages
located in ecologically clean territories. This type of tourism refers
to small-scale alternatives of tourism development and requires arrangements
for recreation of small tourist groups, arriving at traditional and
most often distant villages and living in houses owned and managed by
local villagers.
1.10. Ethnic tourism is also a development factor taking into account
the past of this country when many people had to emigrate and now they
are visiting places where their ancestors used to live.
1.11. Medical tourism, based on the world-famous Russian medicine,
usage of Moscow hospitals' potential and application of recent developments
of Russian scientists aimed at the development of medical care, an opportunity
to take a course of treatment in Moscow.
1.12. Museum tourism as a system of cooperation between museums
in the field of cultural tourism, providing for the following:
1.12.1 Development of a program to unite activities of museums;
1.12.2 Development and execution of museum tours;
1.12.3 Introduction of cultural actions into tourist programs;
1.12.4 Development of efficient forms of cooperation between museums
and tourist organizations (tourist operator + museum);
1.12.5 Introduction of new forms of tourist services (tourist museum
ticket, "Moscow Guest's Card");
1.12.6 Flexible pricing policy, etc.
2. For Moscow and Russia as a whole with its undeveloped tourist
infrastructure and at the same time a huge unclaimed tourist potential,
the development of alternative tourism is the most interesting direction
aimed at the attraction of foreign tourists that are spoilt enough and
have seen a lot and thus are trying to spend their holidays or spare
time in a different way, i.e. more rationally and unusually. Just this
alternative tourism, consisting mainly of specific types of tourism,
should become a substantial part of the program of tourism development
in Moscow. General features of alternative tourism: – Smaller volume
of services; – Local capital and management domination; – Lower
prices, due to which the needs of tourists differ from the needs of
those who stay in traditional big hotels. These tourists are more prepared
for a temporary assimilation in a new society and less socially vulnerable;
– Alternative tourism is based on suggestions of the population and
is not imposed by higher authorities.
3. Specific types of tourism may become a reserve of the city's
tourism development. They may attract a significant amount of tourists
if they are given priority. First of all it is relevant to business
tourism and its varieties depending on the aim of a trip: congresses,
incentive tourism, and business tourism itself.
4. Travelling by car, religious and ethnic tourism, and to a great
extent ecological tourism should by no means be regarded as mass types
of tourism, as they are individual types of tourism. In regard to tourist
trip planning as a whole, individual tourism, family or small group
trips are the most developed types of tourism actually in all countries
of the world. A typical feature of it is the ability to be free in choosing
and changing itineraries, and it is very easy with a small number of
tourists. These types of tourism should by no means be considered as
the main types for Moscow and the Moscow region. They should serve as
an additional factor able to diversify the ways of spending leisure
time during a trip to Moscow, and to provide an opportunity to the population
of the capital and foreign citizens working in the city to relax on
weekends.
5. Social tourism development. To overcome a crisis in the tourist
business by actively developing social tourism is the aim that meets
Moscow interests. It is worth noting that investments in tourist projects
will pay back much earlier than investments in any industrial project.
For example, a medium-class hotel project has a payback period of 5
years. A newly established tourist company may pay back within a shorter
period of time.
As a positive moment in the development of social tourism nowadays can
be considered the fact that changes in the economic and political life
of Moscow over the recent years made it possible to significantly increase
suggestions in the field of tourism, maximally approximating them to
the demand. Thus, regardless of the crisis, the restructuring of the
economy provides for the restructuring of the tourist business mainly
by changing priorities, i.e. by switching the orientation from only
elite tourism to the development of reasonably priced and mass types
of tourism. Consumer market mobilizes everybody and everywhere.
One should remember that local consumers make up 60-70 percent of the
future tourist market, and only 30-40 percent belong to foreign tourists.
Thus, it is necessary to improve service standards for local tourists,
including those consuming the social tourist product. If the quality
of the Moscow tourist product is lower than in other countries, then
Moscow will lose both domestic and foreign tourists.
The elaboration and accomplishment of the social program should be strengthened
by a parallel project able to attract capital investments that would
be sufficient to stabilize the economy of the city and solve social
problems.
Social, self-organized (sporting and health-improving), children and
youth tourism is an independent socially-oriented field of the society's
activity and an efficient means of physical training, active recreation,
moral and patriotic upbringing and development based on the real acquaintance
with life, history, culture and traditions of the country's regions.
Self-organized tourism is able to solve many social problems, provide
additional knowledge and skills, distract teenagers from narcotics and
influence of the streets, provide pre-conscription military training,
rehabilitation of invalids, be developed as a kind of sports, etc. Development
of the program "ISIC, ITIC, International Student, Youth and Teacher
Identity Cards." Preparation and holding of a Congress of the International
Student Travel Confederation and International Association of Youth
Tourism. To provide a guaranteed level of international discounts, services
and information in the capital is of an exclusive importance for Moscow
and its image as a world tourist center.
At present, Identity Card (ISIC) is available in 95 countries of the
world, and it provides over 17,000 discounts and benefits to its owner
(in addition to discounts granted to native students), opening access
for pupils and students to inexpensive and manifold travels. The ISIC
program was supported by the Moscow City Government (Mayor's decree
No. 913-PM dated 07.09.98. "On the measures to develop the program
'International Student Identity Card, ISIC'", Resolution No. 554
dated 22.07.97. "On the youth tourist program "Moscow - the
capital of the State of Russia"). Due to this support, holders
of such identity cards received over 500 discounts and benefits, including
40 discounts for visiting museums, theaters, cinemas, Moscow Zoo, the
Sokolniki Park, literature purchasing, access to the Internet, 35 discounts
for relaxation in restaurants, cafes, discotheques, night clubs, bowling
clubs, 170 discounts in consumer service facilities, 42 discounts for
tourist tour purchasing, studying abroad, and at private higher education
institutes and universities, various training courses.
In 1999, the International Student Travel Confederation started to implement
a project called "Discounts in key cities of the world." The
main aims of the project are: guaranteed levels of international discounts,
services and information in the cities of the world annually visited
by students, ISIC card usage as an integral part of its owner's stay
in a "key" city, integration of local discount systems into
the world system.
According to ISTC, Moscow is one of 35 "key" cities of world,
a cultural, educational center with ancient traditions. ISTC submitted
to the JSC "Sputnik" a list of historical places of interest,
museums, theaters, where pupils and students would like to be given
discounts while visiting Moscow. ISTC will publish a guide called "Discounts
in key cities of the world" and create a Web-site as an informational
support to the project.
An authorized organization representing ISTC in Russia is going to accomplish
a joint project with private higher educational institutions of Moscow
on the usage of ISIC card as an internal student identity card. Development
of business tourism.
6. During the first stage of the analysis of international experience
and its applicability to the tourist potential of Moscow a conclusion
was made on the necessity to develop business tourism in the city. Business
tourism is able to provide significant benefits to the economy of Moscow.
On average a foreign tourist spends in Moscow $1,000, staying in the
city for 3.5 days. Any increase of the number of tourists arriving in
Moscow on business, regardless of the departure point, contributes to
the development of economic relations of Moscow with Russian regions
and foreign countries, and that has a positive impact on the economy
of the city.
A lot of problems should be solved in order to turn Moscow into a center
of business tourism. First of all, the cost component of the ratio cost/quality
should be lowered, and then the problems of ensuring safety for tourists
should be solved. A network of car rental companies should be enlarged
in order to meet transport requirements of business tourists. There
are offices of well-known car rental companies in Moscow. For example,
Rent-a-Car offers its services at the Sheremetyevo-2 airport. Still,
there are no municipal car rental companies in Moscow. The city has
to solve this problem of providing cars on rent at reasonable prices.
Congress and exhibition tourism helps to solve such a serious problem
as the seasonal factor in tourism, as the activity dealt with congresses
and exhibitions reaches its peak in winter and off-season, right at
the time of the "dead season" in tourism.
7. It is necessary to determine major directions of tourist marketing
and the requirements of tourist infrastructure development in Moscow,
taking into account priority types of tourism and potential groups of
consumers.
8. Elaboration, drawing up and maintenance of the Registry of Moscow
tourist resources. Elaboration of comprehensive assessment methods for
the estimation of the capacity of Moscow tourist resources, taking into
account a steady development of tourism. Tourist resources of Moscow
are as follows: – historic and cultural resources, consisting of architectural
ensembles, individual buildings (architectural and historic monuments),
monasteries, temples, museums, historic and artistic reservations, archeological
and historic monuments, urban and country manors; – natural resources,
consisting of attractive landscape areas, forest parks, the Moscow River
area, individual natural attractions; – theaters, concert halls, art
galleries; – traditional handicrafts; – regular festivals, sports
competitions, congresses and exhibitions; – scientific and industrial
objects. Only using a comprehensive assessment of the above tourist
resources one may create an impartial picture of the Moscow tourist
potential and assess the internal and international competitiveness
of any tourist product developed on the basis of this potential.
Creation of condition for the development of tourism. State support of tourism in Moscow
1. Creation
of regional legal norms and regulations for the regulatory system of
tourist business activities. Elaboration and enforcement of a regional
regulating document "Moscow tourist services regulations."
Cancellation of contradictory and alternative provisions contained in
many adopted norms and regulations in the sphere of tourism and hospitality.
Adoption of the Moscow City Law "On tourist activity in the city
of Moscow." Submission of amendments and comments of the Committee
for Tourism on the following bills of the Russian Federation: "On
time-sharing system" and "On licensing of tourist business
in Russia", to be subsequently adopted in accordance with the established
procedure.
2. Elaboration by the Committee for Tourism and introduction of
a voluntary system of certification of quality. The requirements to
tourist companies will be stated in the governing document "Moscow
tourist services regulations." Those tourist companies that manage
to meet a great number of certification requirements will be granted
not only with a special certificate providing them morale advantages
on the market, but also certain tax allowances, etc.
3. Establishment of a voluntary liability insurance system in order
that tourist companies and tour operators could insure with accredited
insurance companies their liabilities to clients with the aim to increase
the level of responsibilities of tourist product and services providers,
and to eliminate mass violations of tourists rights in this business.
4. Management of the Moscow Government's Inter-departmental Commission
on regulation of activities of tourist enterprises.
5. Development of administrative arrangements. Tourism managerial
chain should be as follows: Committee for Tourism - District - Board.
6. A system of moneyed assistance to companies receiving tourists:
reduced land and municipal property rents, reduced municipal services
tariffs, etc.
7. Elaboration of a fiscal policy aimed at an increase of allocations
to the city budget from taxes, dues and fees paid by enterprises due
to their development and restructuring of their tax payments. Comprehensive
research and probable subsequent imposition of a single imputed income
tax for tourist enterprises: a "wholesale" rate, i.e. regressive,
depending on their estimations of the number of tourists to be served
within one year, and a "retail" rate for each voucher per
one tourist.
8. Introduction of amendments to the federal and local budgets (Tax
Code of the Russian Federation and Moscow budget) providing for tax
allowances to tourist companies, the main activity of which is the development
of priority types of tourism, i.e. incoming, internal and social.
9. Provision of tax allowances for capital investments and extended
reproduction of material resources and a tourist reception infrastructure
as a whole. Reduction of VAT and profit tax rates, if such provided
margin is allocated for the development of internal and incoming tourism.
10. Provision of tax allowances and customs facilities for purchasing
of equipment for hotels, tourist transportation means and other facilities
of tourist infrastructure.
11. Complete attribution of promotion expenses to the prime cost
of services of the companies that deal with reception and render services
to Russian and foreign tourists.
12. Stimulation of investments in tourism. The Moscow Government's
credit policy should attract additional resources to finance tourist
projects. Appointment of authorized banks by the Moscow Government to
deal with the development of tourism in the city. Guarantees of the
Moscow Government on financial obligations of some creditors. Participation
of the Moscow Government in joint investment projects. Elaboration of
a basic portfolio of investment projects aimed at the development of
tourist infrastructure in Moscow. Collection of information for the
substantiation of decisions of the Moscow Government and independent
market participants on investments in tourism.
13. Establishment of a special budgetary fund to finance the hospitality
industry.
14. To provide for a set of measures to form a reliable base for
cooperation between Moscow tour operators in order to increase the quality
of services rendered to tourists.
14.1 It is very important for Moscow, when it is the first point
of a tour of Russia, to have agreements within the frames of regional
tourism development programs (cooperation in services) with partners
in other points of an itinerary (St. Petersburg, cities of the Golden
Ring, etc.). Taking into account that tourists usually purchase a complete
set of services for the whole tour from Moscow operators, such agreements
could increase the responsibility of receiving companies in these cities
for the quality of services. In addition to the main directions of cooperation,
these regional agreements may contain a list of tourist companies (regularly
updated), with which Moscow tour operators may cooperate without any
risk to the quality of services.
14.2 To introduce a voluntary certification of Moscow public catering
facilities (restaurants, cafes, etc.) to service tourists. Information
about certified facilities should be published in a Moscow magazine
and that could be used by Moscow tourist companies as a good advertisement
and a guarantee of high quality meals and services for tourists.
15. Introduction of new management systems and service technologies
into hotel business.
16. Introduction of a discount card "Moscow guest's card."
The card provides for a 20 to 50-percent discount for visits to Moscow
museums, usage of municipal transport, hotel accommodation, meals in
some restaurants, etc. The card may be valid for 1, 2 and 3 days. The
financial scheme of the card may depend on the season (summer, autumn,
winter, spring) and a category of users (children, students, adults).
Moscow guests will be able to receive complex services at discount prices,
and the city will be interested in advance payments to its budget for
new complex services.
Training, retraining and advanced training of experts in various spheres of tourist business
1. The final
objective of a long-term program of the development of training, retraining
and advanced training of experts should be the creation in Moscow of
a well-functioning, multistage educational system in the field of tourism,
covering all stages from the professional orientation of pupils to the
highest level of qualification. The system of education should be continuous,
i.e. experts should increase their professional level actually during
the whole period of their careers. Otherwise, it would be impossible
to make a progress in management and services, and there would be no
new technologies, etc.
2. Stages on the way to the final objective:
2.1. To analyze the activity of educational institutions of Moscow
operating in the field of tourism in order to obtain comprehensive information
on their experience, training capabilities, professional composition
of teachers, available material and equipment base, etc.;
2.2. Upon the results of the analysis to specify specialization
directions of educational institutions in the field of tourism;
2.3. To introduce a system of voluntary certification of Moscow
educational institutions to serve as a proof of their quality level.
A list of certified educational institutions should be published in
Moscow editions and on the Web-site. To regularly update this information;
2.4. Creation of a highly professional base of educational and methodological
materials for educational purposes in the field of tourism in Moscow.
To analyze available textbooks and manuals. To compile a comprehensive
list of these materials. To publish this list and deliver it to every
Moscow educational institution. To elaborate on a list of new educational
materials. To arrange for their drawing up, publishing, translation
(determining a source of financing);
2.5. Elaboration of educational programs for various spheres of
educational activities (training, retraining, advanced training of experts)
in accordance with professional standards;
2.6. Creation of a unified data base of Moscow teachers using a
high-level criteria to assess their professional skills and knowledge
in the field of tourism in Russia, Moscow and in the world, as well
as their teaching abilities, etc.;
2.7. Elaboration of a centralized program (determining a source
of financing) of training and advanced training of teachers of Moscow
educational institutions;
2.8. Elaboration of a branch educational standard of a top-level
training of experts (specialty "Tourism and hotel management");
2.9. Establishment of the main educational institution to administer
the above activity with the rights for educational, scientific, research
and other types of activities, and determining a source to finance the
above activity (order of Moscow);
2.10. Training, retraining and advanced training of personnel for
hotels and restaurants, taking into account an increase of the demand
for such personnel during the construction of new hotels and improvement
of service standards in operating Moscow accommodation facilities. Establishment
of a training hotel.
2.11. Training of personnel to serve tourists at the sites of display.
Scientific backing of tourist activities
- Marketing research of demand
and supply on tourists markets of Moscow, Russia and abroad. Establishment
of an analytical center of the Committee for Tourism to elaborate on
short-term forecasts of the development of incoming tourism, determine
the prospects to increase tourist flows, and plan measures to stimulate
incoming tourism.
2. Perfection of statistical reports on all types of tourism (arrivals, period of stay, additions and changes in the capacity of various facilities, utilization level). Creation and maintenance of the city register of tour operators and agents. Elaboration of valid branch economic standards, aggregate indicators of financial and business activities of tourist enterprises. To make the hospitality industry a separate item of statistical reporting and analysis. Elaboration of an actual receipts and expenditures accounting system in tourism to decide on the rate of deductions from profits to the city budget.
3. Collection of information required for the substantiation of decisions of the Moscow Government and independent participants of the market on investments in tourism. The main aim is to determine which spheres of the market are the most profitable and promising, and the ways to cut expenditures. Analysis of problems hampering the development of the industry.
4. Elaboration of an actual receipts and expenditures accounting system in tourism. The tourist market should become "transparent." It is important to create a system able to account every dollar received in this business. This information should be used while analyzing the situation on the market and making decisions on investments. Assessment of the value of tourist resources and the rate of deductions from profits to the city budget, depending on the reliance of these resources.
5. Analysis of the efficiency of advertisement and informational expenditures.
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