Marketing Strategies for Tourist Destinations in Northern and Southern Europe in the Russian Market

Millions of Russian tourists visit European cities every year. According to statistics, 12 out of the top 20 countries popular among Russians are in Europe. Some visit to admire the architecture and cultural landmarks, others to indulge in the culinary delights of European cuisine, and some go for the renowned European resorts or shopping tours.

Russian Tourist Destinations in 2018

In 2018, the outbound flow of Russians to countries of the far abroad (excluding bordering countries) accounted for almost half (45.7%) of all trips made by Russians abroad. The total number of trips made by Russians to these countries was 20,353,710, which was 10.8% higher than in 2017. Russians mostly visited these countries for travel purposes, including business tourism.

Here are the top 20 countries of the far abroad, excluding bordering countries, that were most visited by Russians in 2018:

The top twenty countries mentioned in the list account for 88.9% of the total outbound tourist flow from Russia to countries of the far abroad (excluding bordering countries), or 58.9% of the overall outbound flow to foreign countries (excluding post-Soviet states).

It’s important to note that the list does not include countries of the far abroad that share a border with Russia, such as China, Mongolia, Poland, Finland, Lithuania, Latvia, and Estonia. The reason for this exclusion is that the majority of Russians travel to these countries for non-tourism purposes. In 2018, Finland was the most visited among them with 3.671 million trips, of which only 271 thousand indicated the purpose of “tourism.” China secured the second position with 2.251 million trips, out of which 739 thousand were for tourism according to the information from the Border Guard Service. Estonia ranked third with 1.8 million trips, including 29 thousand explicitly for tourism, as reported by the Border Guard Service of the Federal Security Service of Russia.

Top 5 European countries in the south and north that are popular among Russian tourists

Based on statistics, the top five countries in Southern and Northern Europe (excluding bordering nations) for outbound tourism are as follows:

1. Italy – 1.086 million (+22%)
2. Spain – 961 thousand (+3%)
3. Greece – 808 thousand (-6%)
4. Montenegro – 285 thousand (-6%)
5. Norway – 108 thousand (-6%)

The focus of today’s discussion is on how these countries are marketing themselves to the Russian market.

Italy

Italy, situated in the southern part of Europe from the Alps to the Mediterranean Sea, is a country with a distinct character and charm that is truly unique and fascinating. This maritime country boasts an upland landscape, encompassing a vast territory that includes the Apennine peninsula, the Sicily and the Sardinia Islands, and access to five seas – Tyrrhenian, Ionian, Adriatic, Ligurian, and Mediterranean.

With its exceptional geography, tourism thrives in Italy all year round. In the summer, visitors can relax on one of the 5,000 stunning Italian beaches, while winter outdoor enthusiasts can enjoy themselves in one of the numerous mountain ski resorts. Italy offers a wide range of holiday options, from sightseeing, shopping, and weekend trips to culinary and event tours, such as participating in the famous Venetian Carnivals.

In short, Italy is a multifaceted country that offers an abundance of exciting ways to spend your holidays.

Regarding the utilization of online channels, the Italian Government Tourist Board (ENIT) strives to leverage technology to the fullest extent. The agency is equipped with the following online channels:

• The website www.italia.it has been optimized for various language versions, including Russian, and provides comprehensive information on the regions and cities of Italy, travel tips and recommendations, as well as useful information on the rules of staying in the country.
• The Italian Government Tourist Board has established social media accounts on Facebook, Twitter, Instagram, and a YouTube channel, which includes channels specific to various regions. Being present on various social media platforms is undoubtedly a significant advantage. However, most of the content on these pages is published in English and Italian. To attract Russian tourists, the Italian Government Tourist Board has created a VKontakte account, where all information is published in Russian.
• The Italia VR app is an intriguing solution that allows travelers to learn more about Italian food, culture, and lifestyle using their smartphones. Despite the app and its video clips not being translated into Russian, they are incredibly vivid and fascinating. After watching them, one is tempted to experience the liveliness of colors and emotions that tourists encounter while in Italy.
• Special projects are a significant aspect of advertising for Aviasales.ru, one of the most popular Russian air ticket aggregators. In addition to standard advertising formats such as ads on the website, social media, and the aggregator’s app, Aviasales collaborates with national tourism offices of various countries in the Russian Federation to implement special projects. These projects typically involve offering a prize of a trip to a particular country. We have previously covered these collaborations in our blogs.

ENIT collaborated with Aviasales on two special projects: ‘I Want to Italy—And Basta!’ (2014) and ‘Eat Everything That Tastes Best in Italy’ (2018). These special projects typically involve users taking a picture or selecting a menu item and sharing it on their social media pages. In both cases, the prize was a trip to Italy.

By partnering with Aviasales, tourism offices can reach a massive audience of users in Russia, as the aggregator spreads information about contests through all its channels, which means reaching dozens of millions of visitors and subscribers. Additionally, special projects such as ‘Eat Everything That Tastes Best in Italy’ allow tourism offices to collect a database of subscribers, as entering a personal email is typically a requirement for participation.

Spain

Catalonia, Valencia, Madrid, the Canary Islands, the Balearic Islands, the Basque Country, Murcia, and Galicia are the most popular regions in Spain among Russian tourists, with an average length of stay in the country of 10 days in 2017.

According to a study by Ostelea School of Tourism and Hospitality, Russian tourists have a particular interest in culinary experiences. They ranked second in Spain for spending on gastronomic specialties. On average, Russian tourists spend €346 on delicacies during their trip, which is significantly higher than many other foreign visitors.

How does Spain present itself in the Russian online market?

The representation of the Spanish Institute of Tourism on the Russian internet is primarily through conventional channels:

• The website www.spain.info has a partial translation in Russian, with the site navigation being translated. However, some sections do not have content in Russian, and when a user clicks on a link, they are directed to texts in English.
• The Spanish Department of Tourism has a social media presence, with content tailored for the Russian-speaking audience on Facebook. Subscribers can view pictures of Spanish scenery and follow announcements of events organized by the department in Russian cities. While the majority of content on Facebook is composed of colorful images of Spain’s urban and regional landscapes with brief descriptions, the main feature of the Instagram account is user-generated content. Fortunately, modern travelers are fond of sharing their experiences and vibrant images on social media platforms.
• The Spanish Institute of Tourism has a series of 360-degree videos on its Youtube channel. These videos allow users to experience a virtual tour of a palace in Madrid, stroll on a beach, cook traditional Spanish dishes with a local chef, and immerse themselves in the incredible atmosphere of La Tomatina.

Greece

In 2017-2018, Russia and Greece celebrated a cross-cultural year of tourism. Although the number of Russian tourists in Greece decreased by 5% in 2018 compared to the previous year, the Director of the Regional Office of the Greek National Tourism Organization in Russia and CIS, Polykarpos Efstathiou, considered the season successful.

According to Mr. Efstathiou, the season faced many challenges, including ruble instability, strong competition from neighboring countries, new travel destinations, and the World Cup. However, he noted that the Ministry of Tourism’s travel policy focuses on marketing Greece as a year-round destination, and we can see the implementation of this strategy in 2019.

• The official website of the Greek National Tourism Organization features a link to an engaging project called ‘Winter in Greece’ on its main page. Clicking on the link leads the traveler to a landing page where they must complete a quest by making choices on where to go, how to travel and who to go with, in order to proceed to the next step.

The official website of the Greek National Tourism Organization features a link to an engaging project called ‘Winter in Greece’, aimed at promoting Greece as a year-round travel destination. Upon clicking the link, visitors are directed to a landing page with an interactive quest. At each step, users are presented with fascinating information about various tourist attractions, cultural and culinary traditions of Greece. The quest ends with a personalized fortune-telling message, which can be shared on social media or used to book a trip to Greece.

According to GNTO, during the winter months, the quest was completed by around 3.5 thousand people from different countries, including Russia, Ukraine, Greece, USA, Germany, France, Cyprus, Czech Republic, and Great Britain. The virtual tour gave them a glimpse of the islands and mountains of Greece and showcased the country’s off-season attractions.

• Unlike many other foreign country offices in Russia, the Greek National Tourism Organization (GNTO) actively maintains pages on VKontakte (with 5,800 subscribers), Facebook, and Instagram (with 13,500 subscribers), all in Russian. It is noteworthy that the GNTO website is fully translated into Russian, providing comprehensive information to Russian-speaking users.

The pages feature details on popular destinations, leisure activities, fascinating articles on festivals and carnivals, and a variety of other practical and intriguing information that is complemented by user-generated photos from various regions of the country.

Moreover, the tourism campaign promoting Greece as a year-round travel destination is further reinforced by the recent release of a video titled “Greece-A 365 day destination” on the Visit Greece channel.

Montenegro

Russian tourists are mainly drawn to Montenegro for its stunning beaches, sun, and sea, accounting for 64.5% of their motivation. Additionally, they are interested in experiencing the vibrant nightlife and parties, as well as exploring the country’s beautiful national parks, such as Durmitor and Biogradska Gora in the north, and indulging in traditional cuisine and wine at Lake Skadar. During the winter season, mountain ski resorts are a significant attraction for Russians.

Moreover, Russian tourists often visit religious sites, such as the Monastery of Ostrog, the Cetinje Monastery, Cetinje/Mausoleum of Petar II Petrović-Njegoš, the canyon of the Morača River, and the Morača Monastery during their stay in Montenegro. On average, they spend 9.21 days in Montenegro, which is more extended than the average stay of tourists from other countries. Furthermore, Russian citizens can stay in Montenegro visa-free for up to 90 days.

Regrettably, the National Tourist Organization of Montenegro’s website and social media platforms are not optimized for Russian tourists. The only available resource is a video on their YouTube channel called “All Beauty of Montenegro,” where tourists can gain insights into the country’s landmarks.

Most of the content found on the organization’s Facebook and Instagram pages is duplicated user-generated material. This user-generated content primarily consists of colorful and vivid images accompanied by short descriptions.

Norway

To be accurate, the top 5 list of favorite countries for Russian tourists should include more Northern European countries, such as Finland, Estonia, and Lithuania. However, as previously mentioned, Russians typically visit neighboring countries for non-tourism purposes, which is why Norway made it onto our list of preferred Southern and Northern European destinations.

According to the United Nations World Tourism Organization’s (UNWTO) statistics, 2017 was a record-breaking year for Norwegian tourism. The country’s success can be attributed to a good summer season and a relatively low exchange rate for the Norwegian krone. The growth in tourist numbers was primarily observed during the summer months, with the Northern Norway and Fjord Region experiencing the most significant increase. Notably, the number of overnight stays by Russian tourists increased in 2017 for the first time since 2014.

• The VisitNorway website in Russia, www.visitnorway.ru, is tailored to the needs of Russian-speaking audiences. For those who are new to the country and wish to plan their itinerary beforehand, the website provides an excellent map with filters that enable users to select venues that align with their interests and create a route for their upcoming tour.
• The social media accounts of VisitNorway are also customized for Russian-speaking audiences. These accounts feature details about travels across Norway, including news, photos, tips, contests, discussions, and more. The VisitNorway page on VK has almost 15,000 subscribers.

The content posted on VK, Facebook, and Twitter is replicated across these platforms. On Instagram, users share their own videos and photos of Norway’s breathtaking landscapes, which often inspire a strong desire to visit this enchanting northern country.

How about offline activities?

Our report, titled “Trends, Analysis & Statistics of the Russian Tourism Market,” includes multiple sections that explore how various countries market themselves to Russian consumers, including their advertising strategies and budgets.

Based on our analysis of research data, we found that tourism ministries tend to be cautious when selecting advertising channels, and often opt for traditional options such as television, radio, and print media.

How do Europeans appear in the eyes of Russian tourists?

Stereotypes have the potential to positively impact tourism by promoting certain destinations, but they can also present challenges and raise concerns about specific nations. However, being aware of these stereotypes can be advantageous for advertising purposes and can help present a favorable image of your country.

In our report, “Trends, Analysis & Statistics of the Russian Tourism Market,” we compiled a list of the most prevalent stereotypes associated with citizens of various countries, including Greece and Spain.

How Russians perceive Greeks:

• Greeks are considered lazy and dislike working.
• It is believed that they do not pay taxes.
• They are perceived as having a sense of self-importance and thinking the world revolves around them.
• Greeks are often associated with the traditional dance Sirtaki.
• It is believed that Greeks consume a lot of ouzo and retsina.
• Greeks are known to be very hairy.
• They are perceived as excessive consumers.
• Greeks are known to speak loudly, almost shouting.

According to Russians, the Spanish possess the following traits:

• They are known for their honesty.
• They conduct their business with patience and calmness.
• They are passionate about women.
• They hold great respect for their family and prioritize caring for them.
• They have a fondness for art, dancing, and possess a strong musical culture.
• They enjoy corrida.
• They tend to communicate in a loud tone, often approaching shouting levels.

Conclusion

We have only gained a limited understanding of how Northern and Southern European countries showcase their travel destinations online. It is essential to monitor your competitors’ strategies if you aim to promote a travel destination or plan to enter the Russian market.

Moreover, our article “Marketing of Asian Tourist Destinations in Russia: How Do Asians Attract Russian Tourists?” provides further insights on how the most popular Asian countries promote themselves in the Russian travel market, in case you promote a country or resort in Asia.

If you require assistance in developing and implementing a marketing strategy to enter the Russian travel market, the experts at Quarter Billion Agency Travel are ready to offer their services.