How to attract tourists. How to attract tourists to the guest house Attracting tourists to the city

During the tour, tourists get distracted, stop listening and look around, and not at all where you are pointing? This situation is not uncommon, so every guide needs to master the techniques of attracting attention.

1. Tailor your material to a specific audience

This advice is often perceived one-sidedly: only age differences are taken into account. Accordingly, they build a story for a child and an adult in different ways. However, it is also worth making adjustments to the narrative related to the professional activities or hobbies of clients. A site for meeting tourists and guides will help you find out this information: when negotiating an excursion, not only answer the traveler's questions, but ask him your own.

2. Use acting and public speaking

Nothing is more conducive to dissipating the attention of sightseers than the monotonous speech of the guide and the lack of gestures. Therefore, use various expressive means from the arsenal of speakers and artists:

• play with intonation and tempo of speech: switch from a peppy tongue twister to a sincere tone, emphasize important phrases with your voice, etc .;
• talk about sad and joyful events with appropriate emotions;
• make pauses between the semantic blocks of the narrative, otherwise the listeners will stop assimilating what was said;
• support speech with gestures: express emotions with them, point to interesting objects.

3. Do "lyrical digressions"

Allow yourself to periodically digress from the topic: tell us about some everyday details, love stories, exciting incidents. Of course, digressions should be related to your story in one way or another. Such "sketches" maintain interest in what is happening.

Works well with the reception of a personal relationship. Your admiration, rejection or surprise about some historical character or event will be remembered by tourists for a long time. Just do not use this method in a story about modern realities, so as not to provoke a conflict.

4. Ask questions

Do not turn a tour into a lecture when only "teacher" speaks. In such a situation, listeners are distracted very quickly. Encourage clients to discuss, and to do this, ask questions about what they know about the events, buildings and characters from your story. This will make people get involved in what is happening, activate their memory, which means that no one will look around and ignore the guide.

5. Joke

Don't be too serious when walking with clients: please them with historical anecdotes, funny cases from practice, funny comparisons. Laughter allows you to relieve tension and listen to the guide with renewed vigor. And humor “on the topic” helps to remember information: tourists will soon forget dry facts, and a joke will remain in memory for a long time.

6. Use electronic technology

Modern gadgets will help you maintain interest: tablets, netbooks, smartphones. The most fruitful work with them is obtained on personal excursions, because in a group of 30-40 people it is unlikely that everyone will consider what is happening on the screen. And when communicating "tete-a-tete" this method is effective.

Vitaliy Karpinchik, Slonim resident, host of weddings and corporate events, professional traveler and accompanying tourist groups

In the "Three ideas for Slonim" section, our compatriots share their thoughts on how to make our city more attractive for tourists. Today, Vitaly Karpinchik, a Slonim resident, offers his ideas.

There is no effective recipe for making Slonim, like any other place, a tourist destination. Not a single idea that seems very successful or even implemented will guarantee that tourists will pour into the city in droves. First of all, the residents of Slonim themselves should want and be interested in seeing more tourists come to the city, and not only want, but also advertise their city and invite guests themselves. And for this, Slonim residents need to know and love their city, its sights, history. Because the increase in the interest of tourists to our city can only be achieved thanks to the love we ourselves have for our city. Only our love and care, our hospitality, coupled with event tourism could give quick results.

Vitaly Karpinchik

1. Hold an official Guest Day
Tourism and hospitality are concepts that are very closely interconnected. Therefore, I would suggest holding an official Day of Guests in Slonim. Slonim would become the only city in the Republic of Belarus, where such a holiday would be held.

Discounts in cafes and restaurants on this day, free admission to museums, half the fare on buses - all this would testify to our respect for guests and our hospitality. Slonim residents could have a day off that day.

This idea might work. People would understand that this is a great day to invite friends from other cities to their place. In addition, we have many sister cities in different countries. Therefore, the Day of Guests could be an excellent occasion to invite delegations from these cities.

Gnomes - a symbol of Wroclaw

2. Come up with a symbol-brand of Slonim
The topic of city branding has been trendy lately. For example, a few years ago, a Belarusian designer made symbols of Belarusian cities as a graduation project, using the historical aspect as the basis for the visual images of cities. So, a crystal became a symbol of Soligorsk, Smorgon - a bear.

Polish Wroclaw, for example, is considered not only a city of bridges and students, but also a city of gnomes. Gnomes have become a full-fledged symbol of Wroclaw and are loved not only by the inhabitants of the city, but also by tourists. People believe that they bring good luck and prosperity to the city.

The first figurine of a bronze dwarf appeared in Wroclaw in 2001. Now the sculptures of fabulous gnomes, and there are about 400 of them, are scattered throughout the city center. The search by tourists for the little inhabitants of the city turns into an exciting quest: after all, inconspicuous figures are in the most unexpected places, even on a lamppost. Moreover, each gnome has its own meaning and profession. For example, a traveler gnome with suitcases will meet you at the station, and a friendly gnome will invite you to have lunch at the entrance to the cafe.

A similar symbol-brand could be invented by Slonim residents, based on some local legend or historical fact. To do this, you just need to invite people who are not indifferent and really love their city to a round table.

The production and installation of such a symbol of the city could be timed to coincide with the aforementioned Day of Guests, and over time, there would be more distinctive signs-symbols in the city.

3. One of the business cards of the city to make the shortest street
In the center of Slonim there is a very short street that leads from the square to the synagogue - Pereskok Lane, which has been recently noticed. This lane could become one of the smallest and narrowest streets in Belarus, if, of course, it is played correctly.

In Amsterdam, for example, there is a narrow street where it is difficult even for two people to pass each other. Nevertheless, this is the most visited place in this city.

And in conclusion, I note that no one will go to our city to see the sights or celebrate unique holidays, if its inhabitants themselves do not do this and do not attend these very holidays.

READ

Business on symbols that did not exist

Many tourist places, especially those that have appeared in recent decades, do not have any symbolism of their own, by which this place would be unequivocally recognizable, like Belukha Mountain in Altai or a beaver in the Bobrovy Log ski resort in Krasnoyarsk. The business idea is to create and popularize a symbol - it can be an animal, real or mythical, a sign, a statue or anything else - and earn money in the future by selling souvenirs tied to the newly created symbol.

The business plan of this idea will include several stages:
- Popularization of the symbol. At this stage, there is no profit, investments are organized in advertising, the manufacture of a prototype (a giant statue made of wood or snow, for example). After about a year, you can move on to the second stage.
- The second stage is the production and sale of souvenirs. The sources of profit and costs are obvious.

Success with virtually no investment will be realized when the author himself is directly involved in the manufacture of souvenirs, or even owns the production or is ready to create it.

The idea seems absurd, but there are examples of its successful implementation. This is the famous Museum of Mice, for example, or the Yeti as a symbol ski resort Sheregesh. In both cases, a large copy of the popularized symbol first appeared, attracting attention with its absurdity (a 3-meter statue of a mouse made of metal, a wooden Yeti statue with a pineboard in the hands, the size of a person), tourists are actively photographed against the background of these statues, soon a small tray with smaller samples, and in a few years it is already a well-established industry, bringing its owner a good profit.

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Video - Development of tourism in Russia:

Nadezhda Makatrova

How to attract tourists and become a tourist brand in Russia

If you want the world to change, become that change.

Mahatma Gandhi

Any obstacle is overcome by perseverance.

Leonardo da Vinci

Foreword

How can we attract tourists? How not to get lost in the background of thousands of proposals from other cities and countries? How to convince the Russians that it is possible to relax comfortably in Russia, and that a small town far from the Russian capitals is not necessarily a "hole"?

As the practice of recent years shows, these questions can be heard at all conferences, round tables and forums dedicated to the development of tourism in Russia. They also sound during our conversations with representatives of local and regional administrations from different parts of the country. And these questions are of concern not only to officials, but also to the heads of travel agencies, owners of hotels and restaurants, directors of museums, sanatoriums, and even local residents who rent out their living space to vacationers ...

So what to do? “Take an example from Myshkin!” - this dangerous advice is repeated like a broken record, all sorts of "gurus". Myshkin is a wonderful city, but, firstly, its strategy is far from suitable for everyone (there are about 6 thousand inhabitants in Myshkino), and secondly, it is pointless to copy the tip of the iceberg without seeing and understanding everything that is hidden from the eyes in thicker than water.

Three or four years ago, participants in tourist exhibitions representing Russian cities and regions said: “We just need money for advertising, and people will come to us!” Money was allocated, tourists did not go ... Today, a more professional understanding is coming that attracting tourists is not so much advertising as a whole task system, that need to be addressed at the regional level. And this book is a story about who and how should solve these problems, what mistakes and “pitfalls” can be here, what resources can be used in the work and how to place accents. And of course, examples of success.

The book “How to Attract Tourists and Become a Tourism Brand in Russia” is based on an analysis of the experience accumulated in Russia and the CIS, both successful and unsuccessful, as well as the experience of some foreign countries in the development of tourism and promotion of the territory on tourism market. In addition, some observations and conclusions made while working on the projects of the consulting company "Konkretika" served as material for the book.

This book is methodical, sometimes unpleasant and even offensive, because it tells not only about the possibilities and hidden potential Russian cities and regions, but also about their typical mistakes and shortcomings. But the main value of the book, in my opinion, is concrete practical recommendations explaining WHAT need to do and HOW to do, as well as 420 real-life examples that provide a rich platform for your own ideas and solutions.

I hope this book will help you in your work. Have a productive reading!

Nadezhda Makatrova,

Director of the consulting company "Konkretika"

Travel brand: to be or not to be?

Fate leads the one who wants to go, drags the one who does not want to go.

Cleanthes, ancient Greek philosopher (IV-111 centuries BC)

Brands were not heard about in the Soviet Union. But at the same time, all citizens of our vast and multinational country firmly knew that:

If you want to go to the sea, then you have to go to Black Sea coast Caucasus or Crimea. With small children - to Anapa or Evpatoria;

If there are no vouchers for the Black Sea, then - to the Azov Sea, to Yeysk;

The intelligentsia preferred the Baltics;

If you need to heal, a direct road to the sanatorium of the Caucasian Mineral Waters;

For lovers of excursions and cultural and historical values ​​- Moscow, Leningrad, the cities of the Golden Ring and, perhaps, Pskov and Novgorod;

Military-patriotic education - Volgograd with its famous Mamaev Kurgan.

All Soviet people also knew about Baikal and Kamchatka, but they didn’t even dream of getting there - the flight is too expensive, a simple Soviet family can’t afford. Here they are - the real tourist brands, created, by the way, with the powerful support of the state ...

Of course, there were many others in the USSR interesting places and routes - "hits" of the district and regional scale, where excursion groups from schools, universities, enterprises and institutions were continuously sent, but they could not compete with the all-Union "grands".

25 years have passed since perestroika…

Today, looking at the exhibition MITT or "Intourmarket" in Moscow, you can see on the stands hundreds, if not thousands, of new tourist sites and routes throughout the country. One is better than the other, with an intriguing description and amazing photographs. It would seem that new times - new names.

No matter how!

Ask an ordinary Russian what cities or resorts in our country he considers the most popular among tourists, and you will most likely get the same list. True, Crimea and the Baltic states (as foreign countries) will have to be deleted from it, and St. Petersburg will take the place of Leningrad. Let the interlocutor include foreign resorts in the list, and Turkey and Egypt are guaranteed to fall into the first line. I'm talking about mass routes. Skiers habitually call Elbrus, fishermen - Astrakhan.

"How so? Why? The tourist potential of Russia is not limited 10–15 popular routes?! We have two orders of magnitude more!” - one of the readers will be indignant. The potential may not be limited, but the perception of a tourist, according to the laws of marketing, alas, is not rubber. The law says: the number of bright, memorable images on the market is limited. I recommend that you reread the highlighted phrase two more times.

It only at first glance seems that it is enough to come up with “something original” and you will be noticed. You can think of anything you want, but here's the question:

- Will they remember this (against the background of competitors' proposals)?

– Will they buy it (comparing different offers)? And buy not one season, but at least ten years in a row.

For clarity, I will give two useful analogies.

1. Each class has its own "excellent", "losers", "clown", "athlete", its own "beauty". And sometimes - your "outcast" (remember the movie "Scarecrow"). It is very problematic to characterize all the other children in terms of their role in the class.

2. In the 90s in Russian cities a wide variety of stores and shops have opened, and today most of them have “died”, giving way to network players. By the way, in Europe, about 80% of goods are sold through chain stores.

What is the implication of this for tourism?

In five years, a new pool of tourist brands of all-Russian significance will be formed in Russia. It is clear that Moscow and St. Petersburg will automatically retain their leading positions due to their exceptional starting opportunities (just as there are three main TV channels in the country and ... all the others). In a privileged position will be the resorts on our warm seas(unless there is a sudden change in climate). And who else will be included in the list of the strongest is still in question ...

If the heads of the city and regions mentioned at the beginning had been actively developing over the course of 25 perestroika years, and did not rely on the tourist resources accumulated over the previous decades, then all the rest would not have been destined to catch up with them in the foreseeable future. However, development was remembered only 5–7 years ago, thus giving a chance to their neighbors.

The importance of getting into the leader pool is illustrated by the Zipf (Zipf) curve

Picture 1

Zipf distribution (Zipf)

Those cities and regions that end up at the tail of this curve may not count on anything serious ... Perhaps they don’t need this, and tourism for them is like birch sap in an ordinary grocery store: they almost don’t take it, but there is an assortment .

At the same time, our conversations with representatives of local and regional administrations show that in many parts of Russia tourism is taken seriously, hoping to use it to give a new impetus to the development of the territory and replenish the budget. For this purpose, short-term and long-term programs are developed everywhere, new tourist brands are announced, advertising catalogs are printed, exhibitions and presentations are held, journalists are invited, etc.

Why can't many cities and regions make a breakthrough and significantly increase the tourist flow? What needs to be changed at work? A detailed answer to these questions will be devoted to subsequent chapters of the book, but here I will only outline the key points.