New Experiential Trip to Moscow

13-02-2018 | Turisme de Barcelona

This February Turisme de Barcelona has travelled to Moscow on a promotional trip focused on the Russian market which, after the downturn of recent years, is once again recovering and has certain characteristics making it a strategic market.

The initiative is part of the new strategy implemented by the organisation using a segmented and highly personalised promotional format to promote culture and the values forming the basis of the identity of Barcelona and Catalonia.

The goal is to transfer knowledge and awareness to the destination to boost the positive effects of tourism. To do so it uses the residents themselves, making use of a local ambassador providing prestige to the Barcelona brand and acting as a connection between Barcelona and the agents in the source market. For this mission, the ambassador chosen is the painter Pablo Picasso. Special emphasis will be placed on cultural and gastronomic offerings providing authenticity and on Barcelona experiences aimed at an audience with high spending power.

Russia is shaping up to be a strategic market for 2018. After several years of downturn, in 2017 the recovery of Russian tourism to Catalonia was confirmed with growth of 20% compared to the previous year. This purpose of this mission is to make Barcelona and Catalonia known as something more than the Russian market's favourite sun and sand destination and to position Barcelona as a well-rounded destination for gastronomy and culture.