The Arctic is not only a key global focus but also a key trend in the travel and tourism industry. How the Murmansk Region"s natural and cultural characteristics have enabled it to become a leader among Arctic regions was discussed at the "Travel is Fashionable!" business breakfast. Deputy Governor of the Murmansk Region Alexandra Kondaurova participated in the event, which took place in St. Petersburg as part of the 4th International Forum "Commonwealth of Fashion."
"Today, every third tourist choosing the Russian Arctic comes to us. In the first nine months of this year, tourist flow to the region increased by 8.5%, reaching over half a million people. The share of foreign tourists—primarily from China, Thailand, India, Turkey, Indonesia, and other countries—is approaching 10% of the total tourist flow and is certain to grow. This is a natural result of the development of infrastructure and service quality, the creation of new products, and improved logistical accessibility," emphasized Deputy Governor Alexandra Kondaurova.
For tourists, the Murmansk Region is a region of vibrant travel experiences: polar nights in winter and a never-setting sun in summer, the majesty of the mountains and the Arctic Ocean, the longest ski season, ethno-tourism, and unique activities year-round, from ice-floating to "silent mushroom and berry hunting." Arctic cuisine is becoming a driving force in tourism. Today, visitors flock to the region, among other things, to sample dishes made with northern ingredients: fish, crab, sea urchin, scallops, kelp, venison, reindeer moss, mushrooms, and berries. Over 70 establishments in the region now offer these dishes, both original and traditional.
As Vice Governor Alexandra Kondaurova noted, the active development of tourism in the Murmansk Region has significantly boosted the growth of creative industries: the annually growing tourist flow creates a vast market for local products. Today, visitors to the Kola Arctic take home not only vibrant experiences but also unique souvenirs.
Among the most famous Murmansk brands, whose work is inspired by the nature and spirit of the Kola Arctic, are clothing by designer Alexandra Gapanovich, "Medveditsa" chocolate, "Roast Arctic" arctic roasted coffee, clothing by the "Sever" brand, jams and sauces made from local berries by "Kolsky Krai," and the "Womo Space" space. The cosmetics manufacturer "Levrana," which grows its raw materials on an organic farm in the Murmansk region, has a separate line called "Kandalaksha."
"The Arctic inspires the creation of new brands. For us, the most important one is undoubtedly "Live in the North!", based on the regional development philosophy. It"s safe to say that the Arctic is trendy today, and record numbers confirm the growing interest of travelers in the Murmansk region. Today, we are dedicated to transforming the Murmansk region into a territory offering year-round, exciting, and modern recreation, open to everyone."
For reference:
The business breakfast "Traveling is Fashionable!" was held as part of the IV International Forum "Commonwealth of Fashion" at the Tauride Palace (St. Petersburg). The event brought together representatives of government, the tourism industry, and creative industries to discuss new travel trends.
/ Ministry of Tourism and Entrepreneurship of the Murmansk Region /
Photo: IV International Forum "Commonwealth of Fashion"
