The Tourist Image of Russia in Europe

Abstract

The research object in the present work is the current tourist image of Russia in the international tourism market, especially in France. Unfortunately, recently many French people have a negative view of Russia, which does not contribute to increasing the flow of French tourists to the country. For various reasons, there is a certain lack of positive information about Russia in the world, while the restrictive political and economic measures imposed on Russia by the European Union, the United States, and other countries contribute to the formation of hardly the worst image of the country. The article analyzes the tourism potential of Russia, considers strategic directions for the inbound tourism development in the Russian Federation (RF), and examines ways that could contribute to the creation of the image of Russia as a country favorable for inbound tourism, and generate positive feelings towards Russians. The authors conclude that a positive image of Russia abroad can be created by solving existing socio-economic problems in the country, developing a competitive tourist industry in Russia, capable to meet the needs of sophisticated and demanding European consumers, rather than by agitation and propaganda calls. It is necessary to promote Russian tourism products not only through global events, such as the Olympics and World Championships, but also through the involvement of businesses and public organizations in this process, because the rich cultural heritage, unique geographical location between the West and the East, and natural diversity advance Russia to a prominent place in the world ranking of countries with potential tourism growth.