Ulyanovsk Red Route voted as one of the most recognizable branded routes in Russia
The project took the second place (26 points) in the Tourism and Ecological Routes nomination in the National Rating of tourism brands. In 2018, the IT Communications Centre "Rating" and the magazine "Otdykh v Rossii" identified regional brands that are the most famous, recognizable and attractive for tourists.
The Red Route project was developed in 2013 and is implemented with assistance of Sergey Morozov, Governor of the Ulyanovsk region. In 2014 it was highly praised in the Ministry of Culture of the Russian Federation. At the initiative of the Government of the Ulyanovsk region, the project was included in the activity plan for the Tourism Development Strategy in the Russian Federation until 2020.
The Red Route shows Ulyanovsk as a unique territory, which includes a historical city block with the atmosphere of a Russian provincial city of the second half of the 19th and the beginning of the 20th centuries. It also has Lenin Memorial Complex, a unique monument from the era of developed socialism. Russian and foreign guests have an opportunity to travel back in time to learn about the environment and the era that brought up the great revolutionary. In addition to Ulyanovsk, the Red Route includes three more cities – Moscow, St. Petersburg and Kazan.
"The Red Route proved to be as one of the most perspective projects in the sphere of tourism cooperation between Russia and the People's Republic of China. Annually Ulyanovsk welcomes groups of Chinese tourists who go on a trip to Russia along the Red Route. Being the main project coordinator, the Ulyanovsk region sees the Red Route as one of the priority projects for development of interregional and international tourism in Russia. The fact that our route was named as one of the most recognizable Russian brands proves that the policy of the Governments of the Ulyanovsk region in the sphere of tourism is competent and successful", - noted Yulia Skoromolova, Director of the Agency for Tourism.
The national rating of tourism brands was organized for the first time in 2017. This year organizers of the research made a list of 63 brands in 22 nominations. The assessment was carried out by six criteria: brand recognition; its tourist attractiveness; recommendations and positive reviews of tourists; the amount of negative reviews and why they were written; financial performance of the brand holder; cost of creation and promotion; and the total investment into the project, as well as media activity. The main requirement for participation in the rating was registration of the brand in the Federal Service for Intellectual Property (Rospatent) as a trademark or designation of origin.