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Introduction

2. Event

Conclusion

Bibliography

Introduction

Event tourism is a relatively young trend in tourism industry, at the same time, the share event tourism in the tourism services sector is increasing annually. The development of this market is facilitated by a decrease in demand for group trips and the intensification of individual tourism, the growing popularity of weekend tours, a decrease in the total duration of tourist days, and the predominance of active forms of recreation over passive ones. As the standard of living increases, the number of tourists who want to attend sporting events, carnivals, festivals, exotic events and are willing to spend quite large sums on vacation increases. Money. Active tourists are looking for an alternative to aimlessness beach holiday and need a completely new quality rest.

The term "event tourism" was first used by the New Zealand Department of Tourism and Community in 1987 and cemented the connection between events and tourism. In foreign literature, this term is interpreted as an important alternative for the destination, entrepreneurs, as well as the main activity of government bodies that want to increase the flow of tourists. As a rule, event tourism is focused on visiting areas in certain time and is associated with some event.

1. Tourism

Tourism in Russian Federation is one of the promising sectors of the modern economy. IN last years its development in the regions is taking place under the influence of the current federal target program “Development of domestic and inbound tourism in the Russian Federation (2011-2018).” This document provides for subsidizing the most competitive tourist and recreational areas. One of the ways to effectively use the tourist potential of a territory, capable of large quantities The cost of attracting tourists to the region is event tourism.

Tourism - temporary trips (travels) of citizens of the Russian Federation, foreign citizens and stateless persons (hereinafter referred to as persons) with permanent place residence for medical, recreational, educational, physical education, sports, professional, business, religious and other purposes without engaging in activities related to generating income from sources in the country (place) of temporary stay;

In accordance with the Federal Law of November 24, 1996 “On the Fundamentals of Tourism Activities in the Russian Federation” (as amended and supplemented on January 24, 2007), a tourist product is considered to be a set of transportation and accommodation services provided for a total price (regardless of inclusion in the total price of the cost of excursion equipment and (or) other services) under an agreement on the sale of a tourist product. In accordance with this law, the formation of a tourism product is the activity of a tour operator in concluding and using contracts with third parties who provide individual services included in the tourism product (hotels, carriers, tour guides and others).

A tourism product is a pre-prepared (pre-designed) comprehensive tourism service sold at a single price, which includes at least two of the following services: a) transportation; b) accommodation; c) a tourist service that does not form an essential part of the tourist product, provided that the service is covered for a period of 24 hours to 6 months in a row or for more than one overnight stay. Separate payment for services included in the tourism product, as well as the formation of a tourism product according to a specific order of a tourist, does not exempt the tour operator or travel agent from providing all services included in the tourism product, regardless of who provides these services. event tourism business carnival

The study of event tourism must begin with approaches to its definition. In world practice, the term “event tourism” is used to denote the term “event tourism” (from the English event - event or special event). In Russian, such variants as event tourism or event tourism are used.

Thanks to their research, this type of tourism emerged as an independent branch of science with its own terminology and began to be considered as a separate direction.

Approaches to event tourism in the works of Russian scientists

Tablitz 1

2. Event

Events are the most important motivating factor in tourism; they influence the development of territories, its marketing plans and competitiveness.

Events come in different sizes, levels and directions. All event tourism can be divided into categories that are selected according to the scale of the event. On this basis, national and international events are distinguished. Also, in event tourism, several areas can be distinguished, which are divided depending on the topic: film festivals, theatrical shows, carnivals, fairs, fashion shows, folk festivals, flower festivals, gastronomic festivals, sporting events, music festivals, religious holidays, economic forums and etc. The event can be one-time, i.e. unrepeatable or periodic, observed annually or during certain periods of time. In the context of marketing tasks, the typology of events is based on an analysis of experience foreign countries and provides for division according to the following criteria: by type of marketing environment (political, corporate, social, cultural and entertainment, scientific, sports); by the nature of interaction (formal or informal); by scale of target audience (international, state, regional, city, corporate). From an organizational point of view, an event is a project in which event organizers, sponsors, and travel companies are involved. For visitors and participants, an event is a cultural experience, a way of spending leisure time, a purpose of travel and an object of interest. On the other hand, an event can be seen as an opportunity to create additional demand for a specific leisure or entertainment facility.

Territory

Large-scale international events shape the image of a territory, contribute to a significant increase in recognition, form its brand, and increase its tourist attractiveness. Foreign experience in the development of event tourism is very diverse. The leaders in this industry are the USA, Italy, France, South Korea, Great Britain. However, some experts note that the first place in the level of development of event tourism is occupied by Australia, where there is a clear system of strategic planning of event events that can maximize the benefits of tourism for the destination. Today there are several dozen cities in the world that specialize in the event economy.

Among the striking examples of event tourism is the carnival

in Rio de Janeiro, which is known on all continents. The Brazilian Carnival confidently remains in the top of tourism among the most visited world events

Italy enjoys the reputation of a “festive” country. The carnival in Venice is very popular, which takes place annually in February and attracts more than 500 thousand tourists from different countries peace. IN Western Europe Food festivals are also particularly popular. Food festivals are a very common way to promote goods in industry markets on the one hand, on the other hand, holding festivals in a certain territory attracts attention and directly promotes the territory where they are held.

In a number of cities in Italy (Florence, Bologna, Viareggio, Perugia, Turin) chocolate festivals are organized annually. Acquaintance with masterpieces of confectionery art from Italian factories, tasting of sweets, performances of popular ensembles - this is the traditional program of the chocolate festival. In the UK, the South West Food and Drink Festival is traditionally held in April at Exeter Castle (the capital of Devonshire).

In the structure of regional economies, the share of event tourism is still insignificant, however, the prospects for its development are being discussed in many regions, since this is an opportunity to support small and medium-sized businesses, and most importantly, it is an issue of preserving cultural and ethnic heritage and nature conservation. If we consider all such events from the point of view of communicative impact, then their direct connection with event marketing is obvious, when the event becomes a tool for promoting the territory.

The success of event tourism development depends on the existing system of strategic planning of event events. The process of organizing and planning event tourism involves many participants, each of whom performs certain functions in accordance with their interests. Each event requires effective organization and execution, where the originality of the creative solution must be consistent with the general direction of brand development, accurate targeting of the target audience and careful preparatory work. The composition and number of participants involved in the strategic process depends on the degree of development of the tourism sector. Creating relationships between various organizations and interested groups will allow us to effectively solve many emerging issues and achieve our goals. It is necessary to look for effective forms of interaction between various market entities in order to create attractive tourism products, taking into account the specific features and potential of the territory, as well as existing demand and consumer expectations.

Conclusion

Thus, the organization and conduct of event events should act as an incentive for development tourist infrastructure for various market entities, including regional authorities. This will attract investors and provide an opportunity to raise the tourism sector to a qualitatively new level. There is no doubt that the development of event tourism should be carried out taking into account the experience of foreign countries. And the more actively the forms and methods of interaction between participants in event tourism are studied, the greater the likelihood of successful development of the territory.

Thus, event tourism plays an important role in solving the socio-economic problems of territories. At the same time, the inclusion of event tourism in long-term development programs adopted by local authorities is of particular relevance. These documents should include subsidizing funds for the development of tourism infrastructure, an action plan for personnel training, and a wide range of measures in the field of information promotion of event tours. The implementation of the above measures will have a positive impact on social economic situation territories

Listusedliterature

1. Boorstin D. The Image: A Guide to Pseudo-Events in America / D. Boorstin // Harper, New York, 1994 - 452 p.

2. Nazimko A. E. Event marketing: a guide for customers and performers / A. E. Nazimko. - M.: Vershina, 2007.- 224 p.

3. Globova S.A. Foreign experience in using event marketing as a tool for increasing the tourist attractiveness of a territory / SA. Globova // Problems and prospects of economics and management: materials of the II international. scientific conf. (St. Petersburg, June 2013). - St. Petersburg: Renome, 2013. - P.137-140

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Introduction

The term “event tourism” first appeared in the 80s in Europe. Initially being part of such types of tourism as gastronomic, adventure, etc., event tourism later emerged as a separate independent industry. The very concept of event tourism has deep roots in the history of different civilizations, their traditions and customs.

In the difficult conditions of the modern political situation outbound tourism on earlier popular destinations, such as Egypt, Türkiye, etc. is being questioned. In this regard, we should expect an increase in consumer interest in Russian destinations and domestic tourism in its various manifestations, including event tourism.

Our country constantly hosts a number of events of various types and scales (historical reconstruction festivals in different cities, Scarlet Sails in St. Petersburg, etc.), and sometimes events of world significance take place.

Event tourism on the territory of Russia has its own specifics, which will be discussed in this work.

So, the goals of the work can be highlighted as follows:

consider event tourism as a specific type of tourism;
consider the stages and features of event tour design;
conduct a study of event tourism in Russia using the example of the historical reconstruction festival “Iron City”;
draw a comparative conclusion about the features of event tourism in Russia.

When writing the article, the following sources were used: literature on tourism activities in general (Ilyina E. L. “Tour Operating: A Textbook” and Kaurova A. D. “Organization of the Tourism Sphere: A Textbook”), a book by A.V. Babkin. “Special types of tourism”, where the author examines the specifics of certain types of tourism and the organization of tours, electronic sources with information about the festival of historical reconstruction “Iron City” (thematic forums of participants, etc.), documents of the Institute Regional Development about the characteristics of the tourist flow in the Pskov region, and also conducted a survey of respondents who took part directly in the event.

Chapter 1. Concept, thematic types of event tourism and their specificity.

Event tourism is a type of tourism focused on visiting a certain area at a certain time, associated with an event. An event is usually understood as a set of phenomena that are distinguished by their ambiguity and significance for a given society or humanity as a whole, for small groups or individuals. Events can be unique, one-time or periodic, for example, annual. Events are very often and actively used in the tourism business as a tool for attracting customers and as a resource. To organize tours of this kind, advance planning is necessary.

There is a practice of artificially creating events if there is no such thing in life tourist site How historical fact. Thus, we can talk about using the event as a tool to attract tourist masses to participate and/or observe the event and to increase the attractiveness of the area.

A major event in the country causes the activation of all objects of the tourism industry (hotels, catering establishments, transport companies, etc.). For Russia, such an event was, of course, the 2014 Sochi Olympics, and also, undoubtedly, the 2016 Ice Hockey World Championship and the 2018 FIFA World Cup final.

The event tourism block includes: sports, cultural, ethnographic, exhibition (business) tourism events. However, they should only include events that generate any income for the territory in which they take place.

An event tour is a trip, the purpose or one of the purposes of which is to attend an event that is interesting to the client - a concert, football match, carnival, film festival, fashion show, etc. Thus, we come to the question of varieties of events. Event tourism can be classified by the size of the event (national or international level) and by the theme of the event. Babkin A.V. in his book “Special Types of Tourism” he gives the following thematic classification:

1) national festivals and holidays (for example, St. Patrick's Festival in London);

2) theatrical shows (festival on ice, Romanza show (Germany));

3) film and theater festivals (Cannes Festival);

4) gastronomic festivals (Oktoberfest, Munich);

5) festivals and flower shows (flower show at Hampton Court Palace, London);

6) fashion shows (Milano Moda Bouna, Milan);

7) auctions (Sotheby's auctions);

8) music festivals and music competitions (Eurovision);

9) sporting events (Olympiads, world championships);

10) international technical salons (aerospace salon in Zhukovsky).

Traditionally, the target audience of event tourism is wealthy tourists with above-average income, as well as companies consisting of several couples. Historically, one of the most important segments of event tourism is the Formula 1 race, since in terms of the number of visitors they are overtaken only by the Olympics and the World Championships, but the latter are held every two and every four years, respectively, and Formula 1 - 18- 19 times a year in different countries of the world. Thus, wealthy fans can travel with athletes anywhere to the globe, watching each new Grand Prix draw.

One of the largest, most profitable and stable segments of event tourism are the so-called “carnival” tours. Italy rightfully enjoys its reputation as one of the most “festive” countries. The Venice Carnival, held in February, is considered the most popular. More than half a million tourists from around the world visit it every year. The carnival opens with the Festa delle Marie, dedicated to the release of Venetian girls kidnapped by pirates from Istria. The festive procession starts from St. Peter's Palace and ends at St. Mark's Square, where a symbolic effigy is burned. The celebration continues with dancing and confetti fireworks.

It should be noted that the advantage of event tourism over other types of it lies in its inexhaustibility. It can be assumed that in the future the number of participants in event tours will exceed the number of participants in sightseeing tours.

The main objectives of the regions for the development of this type of tourism are:

Providing iconic, large-scale events with an established history;
Refinement of existing events with high potential to the required level;
Formation and development of new unique events that currently exist at the level of ideas.

Event tourism is both a promising type of development of tourism activities and quite capital-intensive, since the creation of new events, which is necessary measure to revitalize the tourist life of a destination requires great efforts from government agencies and private entrepreneurs operating in the territory.

Chapter 2. Organization of event tourism.

When compiling and organizing an event tour, the operator may encounter some additional difficulties due to both the specifics of this type of tourism and the specifics of an individual event, including:

some difficulties with accommodating the group due to the large influx of tourists during the event, which poses a strict time frame for the company in terms of booking accommodation;
time limit for the event;
serious financial investment.

Stages of event tour development

The process of creating an event tour goes through the same stages as most other types of tours:

Stage 1 – Defining the goal

The operator must ask: what purpose should the new product achieve? This goal could be:

increasing the company's profit;
strengthening relationships with consumers;
when developing a tour with a new type of event - new target consumer groups;
season extension;
strengthening the image of the company and/or territory;
extension of stay - after all, tourists can continue their vacation in the destination even after the end of the event - you just need to come up with an interesting program for them, and the event will serve as an incentive to come;
preventing hotel vacancy;
increase in the number of arriving tourists.

Stage 2 – Definition of framework conditions

At this stage, the company should determine the financial and other framework of its activities to create and promote the tour:

conduct an analysis of existing products and activities of competitive firms;
compare the obtained data with each other;
conduct a SWOT analysis;
conduct an analysis of electronic sources that allow drawing conclusions about trends in modern tourism society.

Stage 3 – Definition of services

At this stage, the actual creation of the product begins:

need to create big picture tour, creating thematic summaries and groups of possible trip elements;
detailed elaboration of product elements - name, tour period, etc.;
calculation of the net price for the tour (without extra charge);
options for how the client can purchase a tour (through an agent, online, etc.).

Stage 4 – Setting the price for the consumer

Here you should already determine at what price the product will enter the market.

Event Tour Resources

Undoubtedly, the main resource for this type of tourism is an event. The very word “event” (event, event) in English language has several meanings, but in the context of this work, the most frequently used one should be considered - the sociocultural meaning. In Russian, both the transliterated version – event and the analogue translation – event are used.

So, an event is a planned social event/event that takes place at a certain time and for a certain purpose, and has a certain resonance for society.

At the same time, it is worth considering the fact that the event may be of a natural nature (for example, the shadow of a “huge bear” that appears twice a year in the mountains of the American state of North Carolina and attracts crowds of tourists who want to see this phenomenon), so we can say about the ambiguity of the term “event” or “event” in the case of event tourism and about the partial overlap of event resources with natural ones, etc.

Features of tour design

The operator needs to resolve some defining issues:

determine the time frame for attendance at the celebration;
develop an operational plan - as in any other tour;
develop all elements of the event;
Discuss with the client in advance all expected and desired additional services;
as when organizing any other tour, identify possible risks, troubles, ways to solve them and escape.

When organizing a city event tour, special attention should be paid to such aspects as:

sightseeing tours of the city with visits to various exhibitions, local history museums, etc.;
visiting temporary exhibitions in city museums;
familiarization with national cuisine through visiting culinary exhibitions (if any) or local catering establishments;
attending cultural events in the field of cinema, theater, opera, music and dance, etc.;
organization of shopping in large places trade such as shopping centers, markets in eastern countries etc.;
organization of shopping at reduced prices thanks to an agreement with store owners.

When organizing “carnival” tours, the tour operator must take into account a number of tourists’ requirements:

location of the hotel (near the place where the carnival events take place);
hotel architecture (preferably authentic style);
room interior and color scheme;
number of service personnel;
availability of restaurants and quality food;
Availability of shops or carnival costume rentals.

It should be taken into account that event tourism is characterized by a relatively strict segmentation of consumers by age, nationality, gender, religion and other strata, since each of them is interested in their own, very specific events. For example, a group of avid motorsports enthusiasts should not include an elderly couple wanting to tour a city's temples simply because their destinations overlap, as differences in the itinerary could cause unpleasant scheduling conflicts and a decrease in the overall quality of the tour.

Chapter 3. Event tourism in Russia using the example of the historical reconstruction festival “Iron City”.

Since 2007, in the village of Old Izborsk in the Pechora district of the Pskov region, on the territory of the state historical, architectural and natural landscape museum-reserve “Izborsk”, the annual festival of historical reconstruction “Iron City” has been held.

The holiday program usually contains the following elements: reconstruction of episodes of war and life of a Russian fortress of the 14th-16th centuries, horse and foot competitions, a medieval fair, competitions and entertainment, reconstruction of a mass battle, a historical fashion show, an archery tournament, concerts of folk groups. For guests of the festival, master classes on blacksmithing and pottery will be held, there is an opportunity to independently make an exact copy of ancient Russian money, and get acquainted with dishes of ancient Russian cuisine.

As an example, we can cite the program of the 2010 event, which brought together a large number of both participants and guests:

"Fortress" site.

10.00-18.30 Medieval fair. Historic tavern. Craft sites.
10.00 Medieval attractions and games for participants and spectators. Playground.
12.00 Ceremonial passage and formation of participants. Presentation of clubs.
12.30 Mass staged battle.
13.00-14.00 Walking knightly tournament.
14.00-15.00. Defile of historical costume.
15.00-16.00. Universal knightly tournament using 3 types of weapons.
13.00-15.00 Demonstration performances of archers. Archer tournament.
14.00-15.00; 16.00-17.00 Performances by folk groups.

"Camp" site.

10.00-11.00 Horse training.
15.00-17.00 Equestrian competitions (working with equipment).
17.30-19.30 Assault on the field fortification “Oboz”, field battle.

"Val" site.

20.00-21.30. Folk concert, fireworks.

Groups performing:

Spiritual Seasons (Kharkov)
Reelroad (St. Petersburg)
Musica Radicum (Vyborg)

"Fortress" site.

11.00-16.00 Medieval fair. Historic tavern. Craft and interactive areas.
14.30-15.30 Medieval musical festival, dancing.
14.00-15.30 Fashion show of historical armor. Demonstration walking tournament.
16.00 Closing of the festival.

"Val" site.

12.00-14.00 Equestrian tournament. Massive contact equestrian combat. Winner's reward ceremony.

Factual data

The price throughout the entire period of the event (2007-2015) remains at the level of 150-300 rubles for an adult ticket and 50-100 rubles for a child’s ticket.

Number of participants (approximate):

2007 – 350

2008 – 400

2009 – 500

2010 – 500

2011 – 200

2012 – 120

2013 – 200

2015 – less than 50

Participants are fans of historical reconstruction, arriving as part of their clubs from different cities of Russia (Tula, Pskov, Novgorod, etc.), and the same fans from neighboring countries (Ukraine, Belarus, etc.). As can be seen from these statistics, the peak of festival attendance by participants occurred in 2009-2010, and the subsequent decline can be explained by the tense political relations between Russia and the participating countries.

As for tourists visiting the festival, the peak of attendance could be observed in 2011 and 2015 (≈6000 and ≈8000, respectively), which, in turn, has two different reasons. In 2011, a large number of tourists came to see the festival due to reviews of the entertainment and scale received after the successful events in 2009 and 2010 respectively. And in 2015, a powerful advertising campaign carried out throughout the month across all channels played a role.

We should also talk about advertising. According to the respondent: “in 2007 it was only the Internet and a couple of banners in Pskov on Lenin Square,” however, over the course of several years advertising gained momentum, “and now a month before the festival everything bus stops The city is full of posters, and there is also a decent amount of advertising in the press.”

Thus, we can observe a contradictory situation: despite a very powerful advertising campaign in 2015, tourists received much less entertainment than they expected. Thus, only 18 reenactors took part in collective battles, compared to two hundred in 2011. This cannot but have a negative impact on the overall image of the event thanks to word of mouth, and the consequences in the form of a decreased tourist flow can be observed in future years.

Analysis of tourism resources of the territory

There are 4 main aspects to consider:

1) accommodation;

2) food;

3) movement;

4) entertainment.

Accommodation: one should take into account the fact that Old Izborsk is located at a relatively short distance from Pskov - 30 km, therefore, tourists arriving on personal transport, can stay in hotels in the city. Accommodation on the territory of Izborsk is extremely limited - there are only 3 hotels: “Hotel Complex Izborsk”, “Izborsk Park” and “Holiday Home Berezovyi Hutor”. Minimum prices are about 1.5-3.5 thousand rubles. per night.

Food: also presented more than sparsely. There are only 4 establishments available.

Transportation: during the festival days, additional buses run between Izborsk and Pskov. Any stations railway are missing. The emphasis is on tourists arriving by their own transport, however, there are also shortcomings here, in particular, a severe lack of parking space.

Entertainment: in addition to the Izborsk fortress itself, there are several small museums, for example, a local history exhibition in the house of the merchant Belyanin. In addition, tourists are attracted by the famous Izborsk Springs - springs flowing from a massive limestone layer and are considered healing.

In general, this degree of underdevelopment of tourism infrastructure is quite explainable by the purely seasonal nature of the territory’s attendance. So, in normal times, only ≈70 people visit Izborsk per day.

Specifics of event tourism in Russia

It is worth drawing conclusions about the specifics based specifically on events on a regional rather than global scale, since the latter require compliance with world standards in many aspects of receiving guests, while local events, meanwhile, fully demonstrate the specifics of the country.

Of course, the main difference lies in the target audience: if traditionally these are wealthy people with an income above average, then in our country it is an ordinary family with an average income. Also, such tourists are less demanding about living conditions.

Further: given that during these events the emphasis is on independent tourists with their own transport, the activities of the tour operator are obviously limited. It makes sense to create excursion and educational tours for tourists already in the territory.

However, this same circumstance reduces the degree of responsibility of the company for the life and health of tourists, removing the road, where most accidents very often occur, from the risk factors.

Conclusion.

During the work, the following aspects were considered:

the concept of event tourism and its varieties;
process of creating an event tour;
a real event;
a comparison of theory and practice has been carried out.

So, after considering event tourism as a concept and identifying its characteristic features, the information received was compared with data on a real-life event in Russia. Based on the work performed, we can conclude that there are not too significant, however, differences between event tourism in Russia and the rest of the world that must be taken into account when planning tours.

Event tourism is one of the important types of modern tourism industry. For many countries around the world and Europe, it is a major source of replenishment of the state budget. What are the features of event tourism? What types of it can be called? And how developed is it in Russia? Read about all this below.

Event tourism: the essence of the phenomenon

What is event tourism? What are its features? One small example will help answer this question. Let's imagine a small ancient town with a certain set of historical and architectural attractions, several museums. And then one day the local authorities of this town make a decision: to establish an aeronautics festival. A couple of years later, thousands of tourists come here to watch dozens of huge and colorful balloons rise into the sky.

This is literally what event tourism looks like. In English-language literature there is also such a concept as “event tourism”. The word event can be translated into Russian precisely as “event”, “show”, “ceremony”. Thus, event tourism is nothing more than the movement of people to attend an event taking place outside their permanent place of residence.

Events that attract tourists can be very different. For example, it could be a music festival with performances by famous rock bands, or a set of street theatrical performances. Active movements of travelers are also provoked by some sports competitions (for example, the World Cup or the Olympics).

The role and development of event tourism

In the global tourism industry, this type of tourism became firmly established only at the end of the last century. Over the next decade, the event tourism sector on the planet showed impressive rates of growth and development. Millions of people leave their cities and villages every year to attend one of the festivals, etc.

Events are attractive because they are unique, authentic and never repeated. In other words, in order to get vivid and exceptional emotions, a tourist needs to be in a certain place and at a certain time.

What is the role of event tourism? It can perform several important functions. For example:

attract new tourists;
stimulate the development of infrastructure of the settlement;
promote the revival of “depressed” cities and towns;
help in creating a positive image of the region.

Main types of events

Modern types of event tourism are determined by the theme of certain events. Some of them are carried out just for fun, relaxation and entertainment. Others set themselves more fundamental goals: for example, educational, educational or sports.

The typology of events in event tourism provides for the identification of several classes (types). Among these are:

cultural events (carnivals, festivals, concerts, exhibitions, etc.);
sports and entertainment (world and European championships, Olympic competitions);
scientific and educational seminary events and lectures);
business (meetings, conferences, presentations, business fairs, etc.).

Event tourism in the world: the most famous festivals and events

Event tourism in the world is developing at a very fast pace. After all, it provides an opportunity not only to have a wonderful rest, but also to become an integral part of something grandiose and big. Unusual event tours can give a person a whole bouquet of bright and unforgettable emotions.

Perhaps the most famous carnivals in the world are the Venetian and Brazilian. They amaze guests with their scale and duration. For several weeks, two cities - Venice and Rio de Janeiro - essentially turn into huge festival grounds.

Thousands of flora lovers flock to Amsterdam every September for the annual Flower Parade, as well as to Japan to witness the bonsai festival with their own eyes. Admirers alcoholic drinks can be seen on or on in Moldova.

There are sports as well as music events (the most popular are the annual Eurovision Song Contest, the Salzburg Music Festival, the Montreux Jazz Festival and others). And cities like Milan or Paris act like a magnet to attract people who seriously follow the latest fashion trends.

Brazilian Carnival: grandiose and colorful

(as well as in other cities in Brazil) is held annually. At its core, it is a kind of analogue of Russian Maslenitsa, marking the beginning of Lent. This is how Brazilians say goodbye to “meat pleasures” for forty days. Carnival has long been the most important folk festival in this Latin American country.

This celebration was “brought” to Brazil by the Portuguese back in the 17th century. In subsequent centuries, the carnival changed under the cultural influence of other countries - primarily France and Italy. In the 19th century, the carnival in Brazil was enriched with various masks, colorful costumes, as well as some colorful characters that have survived to this day.

Oktoberfest: fun and heady

Oktoberfest is a large-scale festival that is held annually in Munich. The festival lasts about two weeks. During this time, its participants, coming from all over the world, drink up to six million liters of beer!

In general, Oktoberfest in Munich is visited by about 6 million tourists every year. The total turnover of the holiday is approximately 450 million euros. Throughout the celebration, more than a hundred medical workers work on the festival grounds, whose task is to bring overzealous “beer tourists” to their senses.

Event tourism in Russia and its development

How developed is event tourism in Russia? Today our country can offer foreign tourists several high-quality and interesting events and events. Among these:

"Golden Mask" (theater festival).
International Arts Festival in Kaliningrad.
Victory Day in Borodino.
festival "Kinotavr" in Sochi.
summer holiday Ysykhak in Yakutia and others.

In terms of diversity, the Russian event tourism market is in no way inferior to the foreign one. However, in terms of funding, scale and level of training, it loses significantly.

It is very important to realize that event tourism can become an inexhaustible source of income for a particular city or region of Russia. For example, in Tobolsk alone, about 20 different events are held annually, which each year replenish the city budget by approximately 50 million rubles.

Of course, a big limiting factor in the development of event tourism in Russia is the country’s underdeveloped infrastructure (bad roads, lack of sufficient good hotels and so on.). Quite often, this type of tourism is hindered by the passivity of officials and their reluctance to take part in preparations for this or that event.

Finally...

Event tourism is a branch of the tourism industry that is actively developing in the 21st century. These are numerous trips to attend certain events, festivals, sports competitions or music events.

The most visited and popular world events are Olympic Games, and Rio de Janeiro, Oktoberfest, Formula 1 car racing, Eurovision, the Middle Ages festival in Sedan and others.

The Russian event tourism market is also actively developing, but it is still significantly inferior to foreign ones. All events in Russia are inferior to foreign ones both in scale and in terms of funding.

Event tourism

Event tourism - this is a type of tourism focused on visiting an area at a certain time, associated with an event. An event should be understood as a set of phenomena that stand out for their ambiguity and significance for a given society or humanity as a whole, for small groups or individuals. It can take the form of a one-time, unique phenomenon or a periodic one, observed annually or during certain periods of time.

Event tourism for the most part is an individual type of recreation, which is filled with a constant holiday atmosphere. People who go on such a trip will undoubtedly experience many bright, unforgettable moments that they will remember for the rest of their lives.

The peculiarity of event tourism is that every year it is replenished with new event tours, which from random become regular.

All event tourism can be divided into several categories, which are selected according to the scale of the event. On this basis, national and international events are distinguished. Also in event tourism there are several areas that are divided depending on the topic: film festivals, theatrical shows, carnivals, fairs, fashion shows, folk festivals, flower festivals, gastronomic festivals, sporting events, music festivals, religious holidays, economic forums, etc. .

If in the life of a tourist site there are no events that have developed historically as traditions, it is invented on purpose. For example, in the city of Suzdal ( Vladimir region) many thematic holidays are held - these events attract a large number of both Russian and foreign tourists. The Goose Fights and the Cucumber Festival, held on the territory of the Museum of Wooden Architecture, have already become famous. Tourists are also attracted by New Year's Eve, Christmas, Epiphany, Trinity, the Russian Fairy Tale festival, Maslenitsa, Rusal Week, the international Indian Summer festival and other events.

In event tourism there are several thematic types:

1) national festivals and holidays:

Summer holiday “Ysykhak” (Yakutia);

International Festival “Fashion and Style in Photography” (Moscow);

All-Russian Military History Festival "Borodin Day" (Borodino, Moscow region);

Military-historical festival “Kulikovo Field” (Tula region).

2) theatrical shows:

International folklore festival “World Village” (village Roshchino, Leningrad region);

Festivals of historical reconstructions (Ekaterinburg, St. Petersburg, Vyborg, etc.);

Equestrian theatrical show (knight's tournament) in the Lion's Head castle (Sukko village, Anapa, Krasnodar region).

3) film and theater festivals:

Film Festival "Kinotavr" (Sochi, Krasnodar region);

Theater festival "Golden Mask" (Moscow);

Moscow International Film Festival of Mountain and Adventure Films (Moscow);

Children's Film Festival "Fairy Tale" (Moscow).

4) gastronomic festivals:

Great Moscow International Beer Festival (Moscow);

Festival "Sea of Beer in Sochi" (Krasnodar Territory);

International gastronomic festival “Food Show” (Moscow);

Cucumber Festival (Suzdal, Vladimir region);

Holiday-festival dedicated to tomatoes (Syzran, Samara region).

5) festivals and flower shows:

International Flower Festival (St. Petersburg);

International Festival “Flowers of Sakhalin” (Yuzhno-Sakhalinsk, Sakhalin Region);

All-Russian Flower Festival in Anapa (Krasnodar Territory).

6) fashion shows and festivals:

International Fashion Festival " Velvet seasons» (Sochi, Krasnodar region);

Festival of fashion and theatrical costume "Volga Region Seasons of Alexander Vasiliev" (Samara);

International festival "Fashion. Russia. Style" (St. Petersburg);

Fashion festival “Ples on the Volga. Linen palette" (Ples, Ivanovo region).

7) auctions:

Real estate auction (Moscow);

Numismatic auction (St. Petersburg);

Antique auction (Moscow).

8) music festivals and music competitions:

Musical competition named after. P.I. Tchaikovsky (Moscow);

International Festival of Russian Classical Music named after. S.V. Rachmaninov (Veliky Novgorod);

International Arts Festival “Russian Music in the Baltic” (Kaliningrad);

9) sporting events:

UEFA Champions League (Moscow);

International tennis tournament “Kremlin Cup” (Moscow);

Winter Olympics 2014 (Sochi).

10) international technical salons:

Aviation and Space Salon "MAKS" (Zhukovsky, Moscow region);

Motor show in Moscow;

Exhibition of state security equipment “INTERPOLITEX”;

Naval Salon (St. Petersburg);

The tourism business actively uses events to shape the tourism product and attract tourists.

Today, event tourism is developing dynamically in Russia. Almost every city in Russia is interesting for its cultural and sporting events, which take place in front of a large crowd of spectators. Sports events such as the Kremlin Cup tennis, hockey tournaments and football matches are also popular in Russia. A significant increase in the incoming flow of tourists was also ensured by the Eurovision 2009 music competition. The Moscow International Film Festival and various ethnic, folklore and military-historical holidays are held annually. There is great potential to turn into high-level world-class events. music festivals, dedicated to world famous Russian composers.

It should be noted that event tourism is a unique type of tourism, since it is inexhaustible in content. A number of experts believe that in the near future the number of participants in event tours will exceed the number of participants in sightseeing tours.

EventGuide.ru - the first Russian portal about event tourism, became a member of the Russian Union of Travel Industry. The portal is positioned as a guide for active tourists And independent travelers, attending various events and activities in Russia and abroad.

In the world system tourism development Event tourism today has a special and significant place. In the entire system of world tourism, its share increases annually by 1.5%. The structure of the age composition of tourist flows has also changed significantly. Now the share of travelers under 30 years of age accounts for more than 40% of tourist flows. Event tourism is developing as a more dynamic and active part of the productive forces of the region and therefore contributes to increasing the resource potential as a whole. For example, hosting major events plays an important role in urban regeneration and makes a significant contribution to increasing attractiveness tourist area, but also often become the beginning of a branding campaign. If a city already has a strong brand (cultural, tourism), it can contribute to the development of event tourism, which in turn will strengthen it.

Everyone knows the events that made a name for this or that city, region, or country. Among the striking examples is the carnival in Rio de Janeiro, which is known on all continents. The Brazilian Carnival confidently remains in the top of tourism among the most visited world events. Another example is the Cannes Film Festival. Also, one of the most popular celebrations in the world is the Oktoberfest beer festival.

Budapest has long positioned itself as a "city of festivals", including the Spring and Autumn Festivals, the Budapest Fair and the Sziget Festival. During the week when it takes place, young people from all over the world come to the city. Budapest aims to become one of the leading cultural capitals Europe, attracting a large number of domestic and foreign tourists.

Venice enjoys a reputation as one of the “festive” cities, where the Venice Carnival takes place annually. Here, for 10 days, the festive atmosphere of the 18th century is reproduced. - traditional ceremonies, cavalcades, all kinds of masquerades and parades replace each other on the colorful and noisy streets. Every year more than 500 thousand tourists from around the world come to the carnival. Among the positive factors of the above brand events are:

Creating a comfortable living environment;

Stimulating tourist flow;

Repositioning the territory and creating a positive image;

Accumulation of new cultural heritage and updating of the old;

Business development, including in the field of event organization;

Attracting external investment, which will be facilitated by the attractiveness of the region;

Attracting investments from the federal budget, which will contribute to the modernization of infrastructure.

It should be noted that with administrative point It is much simpler and more effective when large-scale investments in the development of a territory are timed to coincide with some important event.

Unfortunately, a common mistake in organizing event tourism is that after the event itself, the city or country does not have an idea of exactly what it would like to say about itself, when the television cameras of all countries are pointed at them.

As an unfortunate example, we can cite the 2004 Olympic Games in Athens. As it turned out, after the Olympics, Athens had no stories developed for many years to come, included in the media plan or to promote ongoing strategic goals. Clearly, the event marketing activities that took place before and during the Games should have continued after the event.

It was necessary to direct the government's efforts to improve the special characteristics of the city, not only its values and authenticity, but to focus on highlighting its modern properties acquired during the preparation and holding of the Games.

Large-scale international events can provide excellent opportunities to promote a territory and increase its tourist attractiveness. But they have a limited, short-term effect if not included in a long-term strategy, which is usually linked to the current socio-economic situation and core values. These events should also be supported by residents of the city or country.

The smallest towns and even villages today use event marketing tools by organizing festivals that celebrate their uniqueness.

In 1998, a severe crisis occurred in one of the mining cities of Japan, which was associated with the production of rocks, the emptying of the city treasury and an intensive outflow of population. The construction of the amusement park did not bring the expected results. Then the company J.-P. Beaudoin, contacted by the town authorities, after a detailed study of the issue, found an unexpected and fully justified solution. It turned out that this city has the lowest percentage of divorces in the entire country. It was this circumstance that was taken as the basis for advertising this city as ideal place for marriage.

Gradually and unobtrusively, people's interest in this city increased. The result was impressive: if in 1998 3 thousand marriages were registered, then in 2003 - already 280 thousand. A tourist infrastructure was developed in the city, and the amusement park began to be called “Lovers' Park”. People People began to come not only to get married, but also to celebrate wedding anniversaries and spend a honeymoon.

Also one of the unique events is bullfighting. Corrida (from Spanish corrida de toros, verb correr - to run, toros - bull) is the most common form of bullfighting, a traditional Spanish spectacle, also practiced in some other countries and consisting of performing a certain sequence of figures with a bull of a special Iberian breed, usually ending with the killing of a bull.

There are about 400 bullrings in Spain, which are divided into 3 categories depending on the prestige of the stadium. The first category is squares in Madrid (Las Ventas), Seville, Barcelona, Valencia, Bilbao, Zaragoza, San Sebastian and Cordoba. The second category is arenas in provincial capitals, as well as some others that have received this category due to tradition (for example, Aranjuez). The third is all the rest.

In Spain, France and Portugal, about 6 thousand bullfights are held annually, in which about 30 thousand bulls die. For the XIX-XX centuries. In Spain, 63 matadors, as well as 350 banderilleros, picadors, assistants and masters of ceremonies, died during the fighting.

The most famous bullfight takes place in Pamplona (Navarrana province in the north of the country; the number of participants and spectators is up to 250-300 thousand people). It begins with “encierro” - races in which bulls chase running people on the streets of the city (the tradition dates back to 1591). The races take place from July 7 to July 14 - during the days of San Fermin, considered the patron saint of Navarre.

Participants must independently run about 850 m to the arena, where the bullfight will take place in the evening with their participation. The entire journey takes just over two minutes. According to the rules of the encierro, you can only fight off animals with a rolled-up newspaper. The usual victims of races are tourists.

In addition, bullfights take place:

In France (Provence Languedoc; the main arenas are Nîmes and Arles). There are traditional folk forms of tauromachy similar to the Spanish ones. Another variation is course landaise - with cows, where some participants hold the cow while others jump over it (the rules vary depending on the area);

In Portugal (the classic Portuguese bullfight includes a mounted part - a cavalier rider and a part in which eight unarmed "forcados" subdue and lead away the bull). Forcados literally means “fork” or “gallows”;

In Mexico (the arena in Mexico City is the largest in the world and one of the most prestigious; the most famous is in Cancun).

In Colombia, Peru, Ecuador, Venezuela, Panama, Bolivia;

In Cuba, separate bullfights by foreign masters are held (tauromachy does not belong to the actual Cuban traditions);

In Brazil (a Portuguese-style “torada” is held).

Bullfights, following the Portuguese style and without causing injury to the animal, are regularly held in California. In countries such as the Philippines, China and some others (for example, Armenia), bullfights with the participation of foreign bullfighters are held from time to time.

IN North America Rodeos are held (first held in the Texas city of Pecos in 1883). Includes wild bull racing, bareback and bareback horse racing, lassoing a bull, pinning a bull, racing around barrels, etc. There are about 5 thousand cowboys in the USA and about 650 qualifying competitions are held annually. Fifteen finalists meet in the finals in December in Las Vegas.

Thus, events can correspond to the city brand, and provide economic profit for the city (infrastructure development, hotel occupancy), and contribute to the creation of the city’s image through media coverage.

Based on the example of world experience, we are convinced that event tourism is the engine of progress. All more countries They try to hold events that can be either a “copy” in the tourism market or something completely new. All this helps not only the development of the territory itself, but is also a driving factor in improving infrastructure and services, attracting a large number of tourists.

Having considered the main world events that gather from year to year great amount tourists, we can apply some positive aspects to our country.

A fairly popular event is the Carnival in Rio de Janeiro - its peculiarity is in the mass participation, in the costumes, in the fact that this event is promoted. It is possible to create such an event in Russia, but let it not be a carnival, but something “Russian”. We have many holidays and traditions since Ancient Rus' when people gathered and celebrated. Thus, in the work of A.A. Belkin is mentioned: “...festivities of the carnival type were a very, very common phenomenon among us, there should be no doubt. First of all, these are Christmastide and Maslenitsa, especially the last one...", "...Sun. Miller in 1884 gave a speech called “Russian Maslenitsa and the Western European Carnival.” He did not even talk about the similarity, but about the close relationship of these holidays and that it is necessary to look for a common root for them, common “ancestors” in “hoary antiquity, during the period of paganism.” IN Soviet time Yu.M. Sokolov considered the relationship between Maslenitsa and carnival to be so indisputable that in his textbook he did not consider it necessary to motivate this in any way and simply followed the word “Maslenitsa” in parentheses by explaining: “European carnival.”

So, we see that Maslenitsa is equated to a carnival, so why not take this event at the country level - this is everyone’s favorite holiday, farewell to winter - and make a procession out of it. The creation of various stuffed animals of “winter”, Russian folk dances and costumes - this, in fact, is the Russian “carnival”.

So, to summarize, we would like to draw attention to the following points. Firstly, in world practice there are a huge number of definitions of event tourism, but the most capacious and appropriate is the definition of E.A. Lakomov, in which “event tourism is understood as tourism activities associated with a variety of significant social events, as well as rare natural phenomena, attracting a large number of tourists from different countries with their uniqueness, exoticism, and uniqueness.”

Secondly, characterizing the features of event tourism, it is necessary to outline its advantages and some disadvantages. The positive features of event tourism are: all-season, economic attractiveness, renewal of offers, multiplier effect (development of related industries) and uniqueness. Also, it should be said about the downside - the inability to predict the stability of demand for a new event.

Also, it should be said about a large number of characteristics, categories and classifications that complement each other, and the analysis of which allows us to identify the most effective ones in a certain territory.

It must be said that event tourism is an important part of world progress. More and more countries are trying to get involved in the race for tourists, coming up with new events that can be either a “copy” in the tourism market or a completely new event. All this helps not only the development of the region itself, and the country as a whole, but is also a driving factor in improving infrastructure and service delivery.

As for world experience, we see that creating an event is not difficult. The main thing you need is to study the history of your own holidays and events (both for Russia and for the region), and then create an event that will attract tourists.