Advertising Eastern and Western European Tourist Destinations to Russian Travelers

We continue to discuss the promotion of various travel destinations in the Russian market. We have already discussed the unique aspects of online promotion for Asian countries in “Marketing of Asian Tourist Destinations in Russia: How Do Asians Attract Russian Tourists?” and for countries in Southern and Northern Europe in “Marketing of Northern and Southern European Tourist Destinations in Russia.”

As a reminder, here are the top 20 countries outside of bordering countries that were most visited by Russians in 2018.

Top 5 Preferred Tourist Destinations in Eastern and Western Europe by Russian Travelers

Based on statistics, the top five most popular Eastern and Western European countries among Russian tourists are as follows:

1. Germany, with 1.297 million tourists (a 6% increase)
2. Czech Republic, with 494 thousand tourists (a 1% decrease)
3. France, with 476 thousand tourists (a 1% increase)
4. Bulgaria, with 437 thousand tourists (a 9% decrease)
5. Great Britain, with 252 thousand tourists (a 1% decrease)

In this article, we will examine how these countries market themselves in the Russian online space.

Germany

Germany is widely recognized by Russians as a country of high-quality machinery, punctual locals, and excellent national cuisine. Although it has never been a mass-market tourist destination for Russians, recent years have shown promising trends.

Some of the most popular German cities among Russian tourists include Berlin, Munich, Dusseldorf, and Leipzig, which are accessible via direct flights operated by Russian or German airlines.

Berlin attracts a lot of tourists, especially younger travelers, as it is the capital of Germany and known for its vibrant arts, creativity, and fashion scenes. Bavaria, with Munich as its capital, is the most frequently visited state in Germany by Russian tourists, and the most prosperous region of the country in terms of economy. Bavaria boasts a sunny climate and numerous architectural attractions. Dusseldorf is a popular destination among business travelers and also a fashionable capital of Germany. It is known for its showrooms and boutiques, making it a shopper’s paradise for original and stylish clothing.

Germany is a versatile destination that caters to all types of tourism, including sightseeing, family, medical, inclusive, business, and culinary tourism.

Now, let’s take a look at the online channels that the German National Tourist Board employs to promote its tourism industry in Russia and the CIS.

The website www.germany.travel is optimized for different languages, including Russian, and provides information on various regions and landmarks of the country. Additionally, travelers can find information on events happening in German cities. The website allows users to filter events by city, date, name, or focus.

You have the option to sign up for the ‘Tourist Region of Germany’ project’s newsletter on the website:

We provide information on current offers, events, and news related to the Tourist Region of Germany through our newsletter. The emails may feature travel offers from our partners and include links to third-party websites that utilize conversion tracking tools.

• The German National Tourist Board in Russia and CIS has social media accounts on Facebook, Twitter, Instagram, and YouTube. However, the content on these accounts is mostly in English and German. The YouTube channel has a series of 360-degree videos showcasing various tourist attractions, but unfortunately, the content is not translated into Russian.
• The German National Tourist Board collaborates with Aviasales.ru, an air ticket aggregator, for special projects. These events aim to inform consumers about travel to Germany, with one focusing on promoting Leipzig as a travel destination. It’s worth noting that such projects with big partners like air ticket search services and hotel booking websites can be an excellent channel to promote a destination as they allow for a wide reach to a target audience that already uses these services.

Czech Republic

The Czech Republic’s appealing tourist destinations are introduced to the Russian market through a marketing campaign called “The Czech Republic – Land of Stories.” This campaign aims to capture the interest of potential tourists by offering engaging stories that they can experience firsthand.

CzechTourism promotes the Czech Republic brand domestically and internationally through various channels. The organization participates in numerous domestic and foreign tourism fairs and publishes brochures, maps, and other materials in multiple languages to attract visitors to different regions of the country. Press and excursion tours, which are trips to the Czech Republic specifically designed for foreign journalists and tour operators, are also used to showcase the country’s tourism potential. CzechTourism also supports major domestic events, both local and international, to further promote the country’s tourism industry.

• The CzechTourism portal plays a crucial role in promoting the Czech Republic abroad. In addition to providing valuable information on regions, cities, business and news events, tips, and recommendations for travelers, the website’s “Trips” section offers various tour packages to explore the country’s historic landmarks. Additionally, visitors can sign up for the CzechTourism newsletter to stay up-to-date on the latest travel news and offers.
• CzechTourism maintains two social media accounts on Facebook and VKontakte in Russian with over 15,000 subscribers. These pages showcase the Czech Republic as a travel destination, providing information on its tourist attractions, resorts, and various events such as carnivals, fairs, exhibitions, and outdoor festivities. Notably, CzechTourism primarily uses pictures from its own archive in its posts.

The Czech travel destination channel on Youtube offers playlists in various languages, including Russian, which is appreciated by tourists from different parts of the world. The videos showcase stunning landscapes of various regions in the Czech Republic and encourage travelers to explore the country’s rich history by “opening the Royal Czech Republic.”

France

France is often regarded as the most romantic destination for Russian tourists.

One of the main reasons people travel to this beautiful country is to see the iconic Eiffel Tower, which is illuminated every night, making it an incredible sight to behold. A visit to France is considered incomplete without taking a photo with the Eiffel Tower in the background.

Paris, the capital of France, is renowned for its cultural and architectural landmarks. The must-visit places include the stunning Notre-Dame de Paris, which leaves visitors in awe with its beauty and grandeur.

France has a plethora of resorts catering to both active and passive vacationers. For the former, the famous Courchevel ski resort is a popular choice, while the latter can relax in the renowned coastal resort of Saint-Tropez. History buffs can visit Corsica Island, the birthplace of Napoleon, and explore his home. It is indeed a paradise for history enthusiasts.

• The website of the France Tourism Development Agency, ru.france.fr, provides a wealth of information for Russian travelers seeking to explore the country. Visitors can discover a range of topics, from the top destinations to visit, to recommended activities and events, as well as guidance on obtaining a Schengen visa.
• Atout France, the France Tourism Development Agency, has two social media accounts in Russian on VK and FB, similar to those of the Czech travel destination. These accounts showcase castles, attractions, and historical sites from different regions of France, as well as art galleries and the works of French artists, and cultural and culinary events. The agency’s Instagram account primarily features user-generated content with brief descriptions in English.

Atout France actively manages a YouTube channel that offers videos on various categories such as regions, landmarks, and themes like cuisine. Although there is no separate playlist for the Russian-speaking audience, all channel videos are conveniently categorized. Here is a promotional clip about France as a tourist destination from their channel: https://www.youtube.com/watch?v=WI5OWd9Aj-w

Bulgaria

Bulgaria’s rich cultural heritage, picturesque landscapes, and warm and hospitable people are all magnetic for travelers.

Russian tourists are primarily attracted to Bulgaria’s ski resorts, which may not match the Austrian or French slopes but are still appealing to Russian mountain enthusiasts, especially due to their affordability.

During the warm summer months, the eastern coast of the Black Sea is a popular attraction for tourists. Tour operators offer beach vacation packages at comfortable hotels as well as extreme sports and diving tours. Furthermore, Bulgaria offers a wide range of opportunities for balneal and spa recreation.

In early March, representatives from Russia and Bulgaria signed a Program for Joint Actions for Tourism for 2019-2021, aimed at increasing mutual tourist flow between the two countries. Let’s now explore the official internet channels through which Bulgaria is promoted as a travel destination.

• The official tourism portal of Bulgaria, www.bulgariatravel.org, offers information in several languages, including Russian. The website provides essential information for tourists, such as historical and geographical facts about the region, popular tourist attractions, various types of tourism, and helpful tips for visitors.
• The YouTube channel features a 10-minute video available in multiple languages, including Russian, in which a tour guide showcases the most stunning and notable locations of Bulgaria while also discussing the country’s history, local customs, traditions, beliefs, and culinary practices.

Great Britain

Although Great Britain may not be renowned for its resort lifestyle, people from all around the world still flock to experience the charm of Albion, distinct from hot beach resorts and European mountain ski regions. Those who appreciate a mild, temperate climate will enjoy the British coastline, which is home to numerous health resorts.

As a country with an active monarchy and rich history and culture, the United Kingdom boasts cathedrals, palaces, parks, museums, pubs, ceremonial events, musicals, opera performances, and street entertainers.

• The website www.visitbritain.com offers easy navigation for those planning a trip. Travel purposes are categorized as ‘I’m travelling for…’ stories, such as new places, new tastes, arts, discoveries, or relaxation, and the website filters information accordingly. In addition, the website provides helpful tips for tourists, including how to save money on a trip and how to obtain a visa, to assist them in organizing their trip to Great Britain.
• The Facebook page of Great Britain (adapted for the Russian-speaking audience) provides information about the regions and landmarks of the country for potential Russian travelers.

The 360° videos available on the YouTube channel provide an immersive experience of Great Britain’s cities and attractions, sparking a desire to explore the bustling streets of London in person.

Conclusion

We have reviewed how the online promotion of travel destinations is conducted by the most popular European countries among Russian tourists.

If you’re considering promoting your travel destination in the Russian market or enhancing your marketing strategy to attract Russian tourists, follow these steps:

1. Read our report “Russian Tourism Market Report: Trends, Analysis & Statistics,” which will help you understand the environment and specifics of the Russian market.
2. Reach out to the experts at Quarter Billion Agency Travel, who can assist you in creating and executing a marketing strategy to promote your travel destination in the Russian market.