Event industry experts discuss why attention is becoming a new currency at the Dikorosy Forum

As part of the Dikorosy Forum, a networking event of the Roscongress Foundation’s ‘Let’s Travel!’ International Tourism Forum, an expert session entitled “Event Marketing: Creative Collaborations” was held at the Domina hotel, bringing together representatives of government bodies, business, development institutions, and leaders of the event industry. Participants discussed how events help shape a territory’s brand, attract tourists, create new growth points for the economy, and align the interests of government, business, and the creative community.

The session was moderated by Veronika Rukavishnikova, Regional Representative of the National Association of Event Organizers (NAOM) for the Siberian Federal District and General Director of the VMESTE! Ivent agency. 

According to Veronika Rukavishnikova, an event today is no longer a standalone project but part of a territory’s long-term development strategy. “An event today is not simply an occasion to bring people together in one place, but a powerful tool for place branding. Projects that become a city’s calling card are born at the intersection of government interests, business, and cultural initiatives. It is precisely such collaborations that make it possible to create events that work for the region's development and visibility,” she noted.

Evgeny Shapoval, founder of DRONICO, developed the theme further: “Today, events no longer compete with other events, but with all the content a person sees every day. So, the organizer’s main task is not simply to hold an event, but to create an experience people want to share. Attention is becoming a new currency today. Content turns attention into reach, and reach into economic value for brands, cities, and territories. Immersive technologies such as projection mapping, immersive content, and street drone shows are no longer merely expensive special effects: they are now one of the key tools of the attention economy.” 

The discussion focused on practical questions in the development of event marketing. Experts discussed which events have the potential to become symbols of cities and regions, how to combine the resources of government, business, and cultural institutions to implement large-scale projects, and which modern technologies and creative formats help create a unique experience for event participants. 

As experts noted, the events industry showcases regional tourism products, something that can also be seen at Russia’s largest events. “In five years, the ‘Let’s Travel!’ Forum has gone from a startup to the country’s leading tourism event: we have increased visitor numbers tenfold and built our international exposition from scratch. This year, delegates from 61 countries attended. A key milestone was combining the business forum with Russia’s first tourism festival, creating a unique platform for direct communication with our target audience and for showcasing the tourism potential of the whole country,” said Lyubov Mordvintseva, Deputy Director of the ‘Let’s Travel!’ International Tourism Forum, citing the project’s successful trajectory as an example.

Particular attention was given to the role of cross-industry partnerships. Participants noted that it is precisely the cooperation between representatives of different fields that makes it possible to create projects with long-term impact: from the development of domestic tourism and the local economy to increasing the investment appeal of territories. 

Participants in the expert discussion included:

·       Alexey Zeibel – Head of the Financial Literacy Department, Siberian Branch of the Bank of Russia

·       Anastasia Ivashina – Executive Director, Foundation for Promoting the Development of the Scientific and Technological Sector of the Novosibirsk Region

·       Lyubov Mordvintseva – Deputy Director, ‘Let’s Travel!’ Forum

·       Olga Chernavina – Deputy Chairman, Public Council on Ecology, Ministry of Natural Resources and Ecology of the Novosibirsk Region

·       Evgeny Shapoval – Founder of DRONICO; Jury Member, ‘Event of the Year’ and ‘Silver Archer’ awards; Lecturer, Event MBA

·       Nikita Girin – Head of ENGIRO Creative Bureau

·       Galina Ilyina – Director, ‘V Sibiri – Est!’ (‘Siberia is the Place to Eat!’) Festival

The session took the form of an open professional dialogue. Representatives of government bodies, business, the events industry, and the creative sector exchanged experience in project implementation, discussed successful models of cooperation, and answered questions from Forum participants.