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What should we do with the foreign tourist?

What should we do with the foreign tourist?
Kuva: Sergei Mihailitšenko, Fontanka.fi
5 Helmikuu 2016

Venäjällä havahdutaan ulkomaalaisten turismin vähäisyyteen. Maailmanluokan urheilutapahtumat nähdään nyt oivana keinona markkinoida koko Venäjää turistikohteena. Vanhat järjestelmät kuitenkin takkuilevat.

Urheiluturismin haasteet

Jääkiekon maailmanmestaruuskisat pidetään Pietarissa ja Moskovassa 6-22 toukokuuta 2016. Tämän tason kisat ovat kansainväliselle yleisölle oikea vetonaula, mutta Venäjän jäykkä viisumijärjestelmä viilentää huomattavasti ulkomaalaisten fanien kisainnostusta.

Venäjän matkailukomitean Rosturizmin varajohtaja Sergei Kornejev lupasi lätkäfaneille helpotuksia viisumien haussa. Tosin, helpotukset koskevat ainoastaan käsittelyaikojen pituutta. Viisumi myönnetään nopeammin mutta käsittelymaksu pysyy samana ja koostuu viisumin hinnasta (85€), konsulaatin tai viisumikeskuksen käsittelymaksusta (35€) minkä päälle lisätään vielä matkatoimiston pyytämä maksu.

Venäläisen matkailu- sekä palvelualan kankeus näkyy muuallakin. Esimerkiksi, suomalainen fani voi ostaa kisojen lipunmyyntijärjestelmästä joko päivälipun kaikkiin päivän otteluihin, tai sitten sarjalipun oman maan joukkueen kaikkiin Pietarissa järjestettäviin otteluihin. Lippuja ei voi ostaa erikseen yksittäiseen matsiin eikä tilata osana St. Peterline -varustamon tarjoamaa matkailupakettia. Halukkaat joutuvat ostamaan lippuja erikseen. Joustamattomuuden seuraus näkyy myyntiluvuissa: kisojen alkuun on kaksi kuukautta, mutta lippuja on myyty vain 40%.

Muuten suomalaisten jääkiekkofanien kiinnostus arvioidaan korkeaksi: suomalaisten katsojien osuus Jokereiden otteluissa olisi 500-2000 henkilöä kisahallista riippuen.

Liian pelottava?

What should we do with the foreign tourist? Kuva: Fontanka.fi

Venäjän tapaan Rosturizmin varajohtaja Sergei Kornejev etsii syytä ulkomaalaisten matkailun vähenemiseen ulkopuolisissa tekijöissä. Hän ei odota lähiaikoina pohjoismaisten matkailijoiden ryntäystä Venäjälle. Syy on hänen mielestään kyseisten maiden tiedotusvälineissä, jotka luovat Venäjästä kielteisen ja pelottavan mielikuvan. Etelä-Euroopan maissa tilanne on Korneejevin mukaan toinen ja Venäjä kiinnostaa. Kiinnostuksesta todistavat Ranskan, Espanjan ja Italian aikeet järjestää yhteistyössä Venäjän kanssa yhteisiä matkailun markkinoinnin vuosia. Vuonna 2016 sellaisia järjestetään sekä Espanjan että Ranskan kanssa. Venäjä myös avaa kumpaankin maahan Visit Russia -toimistoja Venäjä -matkailun edistämiseksi. Vastaavat toimistot avataan pian myös Lontooseen, Budapestiin sekä Teheraniin. Visit Russia -toimistoja suunnitellaan myös Vietnamiin sekä Intiaan mielessä aasialaisten matkailijoiden kasvava virta.

Kornejevin mielestä Venäjän -matkailun pääongelma on niin sanottu ”lykätty kysyntä”: moni miettii teoriassa matkaa Venäjälle, muttei käytännössä tiedä, missä Venäjällä pitäisi käydä ja miten matka järjestetään. Lopulta koko matka lykkääntyy. Venäjän -matkailu on ”öljymme” — Korneejev korostaa, — Matkailija lähtee, mutta hänen rahansa jäävät maahan”.

Suomen tilastokeskuksen mukaan suomalaisten matkustaminen Venäjälle jatkuu median maalaamista uhkakuvista huolimatta. Suomalaisten yöpymisten määrä on kasvussa mutta päivämatkojen määrä laskee. Venäjän lähin suurin kaupunki Pietari tarjoaa nykyään turistille paljon muuta kuin Eremitaasin, palatsilähiöt ja Marinskin teatteri illan päätteeksi. Kuten jo todettiin, ainoa ongelma on virallisten järjestelmien sekä palvelukokonaisuuksien neuvostohenkinen jäykkyys.

Fontanka.fi

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