‘Kazan is in a privileged position…’
Russian portal of event-products and MICE-opportunities BE IN RUSSIA, which appeared six months ago due to the joint efforts of the owners and founders of Russian MICE agencies, is planning to engage in import substitution in the industry. As Realnoe Vremya found out, the main aim of the project is to redirect the money flows of the customers from foreign MICE-sites to the Russian ones. In order to achieve these objectives, it is planned to organize the festival of the best events held in Russia and also to develop special MICE-map. The opportunity to use these tools will be provided to the players exclusively on a paid basis.
'The rest part of Russia is a large blank spot for the customers'
The project 'The festival of the best events held in the territory of the Russian Federation BE IN RUSSIA in 2016' was presented on 11 April in the Tatarstan Chamber of Commerce and Industry. The event across Russia is held under the patronage of the Chamber of Commerce and Industry of the Russian Federation (the CCI of Russia).
The business association decided to support the initiative of the event-entrepreneurs on 'the import substitution in the sphere of MICE services', i.e. in the industry of business tourism, organizing and conducting various corporate events. In other words, the organizers urged Tatarstan's businessmen to take out teams or senior managers for training not to 'hostile' Turkey or bourgeois Prague, but, for example, to the cities of the Golden Ring [is a ring of cities northeast of Moscow. These ancient towns, which played a significant role in the formation of the Russian Orthodox Church, preserve the memory of the most important and significant events in Russian history — editor's note].
'This idea originated in our heads because in the last five years we have been more engaged in meeting the needs of our customers in Russia by organizing business breakfasts, seminars. But we thought this format was insufficient and came up with the idea to create a festival to show the best projects on the territory of Russia to our customers, in order to show that Russia is a worthy site,' said Maltsev.
To cover blank spots
According to the speaker, now in Russia there is a perfectly prepared infrastructure necessary for holding corporate events of any format. However, in order to make Russia powerful MICE brand and to attract to Russia both local and foreign customers and organizers, the most important is missing — the awareness of customers.
'There are Moscow, St. Petersburg, Kazan, Kaliningrad, Sochi, but the rest of Russia is a large blank spot for customers. We're going to work on it, to improve the situation,' said Aleksander Maltsev.
Aleksander Maltsev: 'There are Moscow, St. Petersburg, Kazan, Kaliningrad, Sochi, but the rest of Russia is a large blank spot for customers.'
It's time to refuse from foreign sites
According to Maltsev, 20 years ago the customers mostly preferred to choose foreign destinations for holding corporate events. Now, given the economic situation in the country and the readiness of the infrastructure, it is time to redirect the attention of customers from foreign sites to domestic ones.
'In the current economic conditions, the customers are getting interested in Russia more and more. And it already does not sound so exotic in holding the event in the city of Yekaterinburg, although three years ago it was something like: 'Is there something at all?'. Actually, there is,' said the speaker. 'And our economic reality is that for the money that customer will spend on the event abroad, he will be able to get much more services of the best quality in Russia.'
The first step to redirect the attention of customers from abroad to Russia will be holding the festival, which will show the best MICE events in all regions of the country. According to Maltsev, it will be a powerful tool of persuasion. In order to use it, all those wishing to participate in the festival and show their most successful projects have to pay a kind of membership fee — 10 000 rubles.
Aleksander Maltsev: 'Last week I was in Vladivostok and Krasnoyarsk, and I should tell you that China threw in there — the hotels are full, they go shopping, buy, spend money on tours. And all because it is beneficial and interesting.'
'European and Asian markets are more than ever important for Russia now'
Another tool to attract customers will become MICE-map of Russia, which will be published on the portal Be in Russia. Maltsev hopes that it will live due to the registration of the regional MICE-sites or agencies with its event products. Of course, it is not free: full registration with the possibility to publish photos and videos costs 10 000 rubles per year.
'If you aren't there Tatarstan will not come to live on this map but we want to enliven all Russia,' urged for a mass registration Maltsev. 'Kazan is in a privileged position because you have already become a MICE destination. But it is in your power to win more business from those $ 2 billion annually, which represents MICE of Russia. Now 1-1.5 billion go abroad.'
By the way, the project Be in Russia hopes to involve not only Russian companies but also clients from abroad. According to Maltsev, now European and Asian markets are more than ever important for Russia.
'Last week I was in Vladivostok and Krasnoyarsk, and I should tell you that there are crowds of Chinese there — the hotels are full, they go shopping, buy, spend money on tours. And all because it is beneficial and interesting,' summed up the speaker.