ARCH MOSCOW, ROUND TABLE: TOURISM THAT WE HAVE AT HOME. LOCALITY AND IDENTITY AS AN OPPORTUNITY TO ATTRACT HIGH-BUDGET TOURISTS

TOURISM INDUSTRY ANALYSTS IDENTIFY A CATEGORY OF TOURISTS CAPABLE OF SPENDING $500 PER DAY (EXCLUDING FLIGHTS: ACCOMMODATION, FOOD, PROGRAM, ETC.) AS THE MOST INTERESTING FOR THE MARKET. HOW CAN MEANING AND ARCHITECTURE ATTRACT THIS AUDIENCE TO YOUR RESORT?

Key questions:

• What should a modern resort be like?
• Comparative analysis with Alpine resorts—what to borrow, what "won't work"?
• Who shapes the meanings and concepts that will be in demand?
• How do project teams work—consultant, operator, architect, contractor?
• What depends on the architect, and how can they help the client create a "love mark" project?
• How can we redevelop our resorts?

Finding Meanings and Concepts in the Surrounding Context

A successful tourist facility, especially in hard-to-reach natural areas, does not stand out from its surroundings but becomes part of the experience of interacting with the location and the journey's impressions.

The discerning tourist seeks authenticity and uniqueness, impressions they have never experienced before. For them, the trip is practically a journey to another planet, where everything lives in harmony and coexists. The same applies to architecture. Here, it serves to emphasize the authenticity and uniqueness of the territory's existing meanings.

This attracts the tourist: while exploring volcanoes and geysers, taiga and mountain lakes, the visitor returns to the hotel or restaurant—there, they continue to be in that atmosphere and exist in that reality.

Modern resort: identity, eco-friendliness, unity with nature

1. How an architect creates a unique "atmosphere" for a project that becomes part of the surrounding context: design solutions, materials, layout
2. How to carefully preserve the legacy of Soviet sanatoriums and make them attractive to the modern traveler
3. A successful resort is one that is also successful with locals