Industrial tourism. Industrial tourism: from curiosity to career guidance. Factory of Christmas decorations "Yolochka", Vysokovsk

bilbao tourism city branding

For a long time, specialists in urban development and strategic planning have argued that strategy Ї is a choice, choosing the best while rejecting the good. It would seem that the city cannot develop industry and tourism with equal strength - these are incompatible areas that interfere with each other.

For branding, their combination is even more unsuitable, since it interferes with the formation of identity and works for different target audiences. But the global features of existence in fast world They force us to look for breakthrough ways to form a brand precisely in the area of combining incompatible things. One of the clearest proofs of this is the growing popularity of industrial tourism in Western Europe and the USA.

Industrial tourismЇ this is the organization of regular tourist tours to existing (or once operating) industrial enterprises. Transformation of the production site into a tourist attraction. It cannot be said that it has never occurred to enterprises to attract tourists before. There were isolated examples, and American companies were pioneers in this sense. A precedent occurred when the Jack Daniel's distillery in Tennessee (whisky production) opened its doors to tourists in 1866, almost immediately after it opened itself. At the beginning of the 20th century, tourists visited the first Ford automobile plants in Detroit. However, only very recently Ї in the 1990s Ї industrial tourism from a non-core hobby of individual factory owners becomes a mass phenomenon. Why such a delay of more than 100 years? Because now, more than ever, manufacturers are aware of the importance of forming impressions of the goods they produce, and industrial tourism Ї the ideal tool for this.

Today in the United States a large number of businesses welcome tourists. For every serious company, be it a car assembly plant, a sawmill or an airport, it is considered bad form not to expose itself to tourists (consumers). The “discovery,” of course, is not complete. Only part of the production premises is given an exhibition and entertainment character; visitors are guided along a strictly defined route and see only what they are allowed to see. Innovative technologies and other “company secrets” are not disclosed.

With the beginning of the 21st century, industrial tourism is gaining momentum in Europe. By 2007, in France alone, 1,700 companies hosted tourists at their production sites (their detailed register and announcements of events are presented on the website www.visite-entreprise.com). The leader is the world's only tidal power plant in Rance, which is visited annually by 300 thousand tourists. Experts record that about 20 million people are involved in industrial tourism in France annually 50. In England chocolate factory Cadberry in Bournville, near Birmingham, is visited by 400 thousand people. Super popular in Spain wine tours, in France Ї cheese, in the Netherlands Ї floral... In Germany, the emphasis is on post-industrial motifs, for example, abandoned coal and salt mines in the Ruhr, shipyards from the Second World War. Although, of course, many existing enterprises are open, of which the leader in attendance is the BMW plant in Bavarian Wolfsburg.

The rapid growth in the popularity of tourism products in industrial tourism clearly demonstrates the rapid development of the industry. However, its boundaries are much wider than is commonly believed, and the potential for use for city branding is far from being exhausted. After all, not only industrial facilities can be attractive to tourists, but also any organization or company, any workplace in general. Not only the production of goods, but also the production of services can be turned into a show without compromising the production process. If there is motivation (discussed below), banks, courts, schools and universities, regional and city administrations, logistics centers, libraries, train stations and airports, prisons and police stations, publishing houses, theaters and much, much more can become tourist sites.

Thus, it is more correct to use not the already familiar concept of “industrial tourism”, but another Ї industrial tourism, which is based on the tourist attractiveness of places where goods and services are produced, which can also be created to promote the city’s brand.

Now about the motives and benefits for each of the parties involved in this process. Why is this interesting for tourists? Modern tourists are collectors of places. According to research, 80% of the tourism market is made up of people who are traveling not for the first time. Such people are no longer fully satisfied with the standard tourist assortment - sea beaches, local history museums and art galleries. They are increasingly striving for comprehensive experiences, willingly combining relaxation with learning new things, improving their health with an exclusive excursion, participation in a business conference with sports activity and sightseeing. In this sense, excursions to enterprises are exactly what we need. A familiar city reveals itself from an unusual side. Products that are produced, as they say, online, you can immediately touch, try, try on, and buy. Industrial tourism is especially in demand among those traveling with children. Children wonder what happened to ice cream and chocolate before they got to the supermarket.

Why do manufacturers need this? First of all, letting consumers into your production is a subtle and beautiful advertising move. This is several hours of sophisticated advertising, which the tourist consumes willingly, since it is not imposed on him, and in addition, it is a demonstration of honesty and transparency of management, impeccability of technology, and confidence in one’s prospects in the face of competitors.

It is suspected that there is another important side effect. Transforming production into a tourist attraction stimulates the company to improve the corporate climate and labor relations. Cleaning workshops, clean work uniforms, presentable appearance of equipment and much more become meaningful, which, for example, the average Russian director did not see the point of before. And workers’ motivation to work changes when they are looked at as participants in an exhibition, exemplary process.

So, the company receives consumer loyalty and effective support for its brands. In addition, the turnover of stores selling the company's products at points where excursions end is 40% higher than at other points with similar products. It is also attractive for companies that organizing excursions does not cost a lot of money, especially considering the effect they have: “The annual salary of a guide leading excursions at an enterprise is equal to a quarter of a one-time advertising sheet in Spiegel magazine.”

Finally, about third party interest. It goes without saying how the city itself benefits from stimulating sales of city goods and services. In addition to the tax base and jobs, cities gain new product and service brands, new unexpected and attractive brand elements, and large numbers of tourists. Only in cities there is infrastructure for industrial tourism - transport, communications, trade, hotels, cafes. In addition, excursions to operating enterprises are, as a rule, an additional “load” to other tourist magnets, which are again concentrated in cities. Moreover, the most popular among tourists are objects that are brands of specific cities. For example, the port complex in Rotterdam or the Rolex factory in Zurich.

In the USSR, organizing excursions was the responsibility of almost every reputable enterprise. Labor veterans, for example, did this with pleasure. Thus, excursions to Moscow confectionery factories were famous. As for modern Russia, we can, unfortunately, only talk about precedents for industrial tourism. New projects are also appearing, but these are rather exceptions to the rule, and none of them see their task as promoting the city. In addition, all of them are carried out “as a burden” to the main activity, clearly without passion, as a tribute to fashion and without taking into account the multilateral benefits that are listed above. To begin with, it is very difficult to get on such excursions. Most often they are available only to special guests, sometimes to school groups. For example, registration for a visit to the Rot Front confectionery factory is carried out only for two days in mid-August for a year in advance. In general, the managers of confectionery production do not see the point in inviting tourists; they view it as a social burden and strive to cover up non-core activities. Positive examples include the Baltika concern, which organizes excursions at its factories in St. Petersburg, Tula and Chelyabinsk, as well as the Mikoyanovsky plant and the Kristall plant in Moscow.

From Russian cities Novosibirsk, Omsk, Yekaterinburg, Chelyabinsk, Kazan have real opportunities to become the capital of industrial tourism and cities that have a number of large industries, some of whose territories could be converted into demonstration ones. And for how many cities this sphere could become a saving grace! After all, there are dozens of depressive ghost towns in Russia, where soon there will be almost nothing left except the sadly majestic ruins of the Soviet economy. These are Asbest, Kizel, Chapaevsk, Karabash, Shchuchye, Baikalsk, Kopeysk, Krasnouralsk, Tyrnyauz, Ozerny and other cities with a difficult fate - taiga, northern, mining, single-industry, rotational, military... At the same time, almost each of them has resources for the development of industrial tourism. Here we are talking, of course, not about visiting existing production facilities, but about turning into unique museums objects that, at their end, were a nightmare for the territory. Perhaps for such cities, industrial tourism is almost the only chance to remain on the map of their homeland.

What is needed to organize industrial tourism? As the practice of other countries shows, the financial costs of organizing tourist routes for existing enterprises are relatively small. Another thing is working with old, abandoned sites. What is needed here is a special investment project to transform them into a spectacular heritage and an urban branding tool. But both in the case of abandoned industries and in the case of existing ones, one resource is required, which we still have in great short supply. This is the ability of very different interests to cooperate in one project. The first step in industrial tourism is cooperation between city and regional authorities, business owners, local business elite, local experts and travel companies. This is the ideal field for public-private partnerships, which we also tend to talk about a lot and in the abstract.

The practice of cities developing industrial tourism shows that as soon as one of the companies begins to invite tourists to production, the task immediately arises of making their visit to the city “more efficient” so that they can visit several attractions of this kind at once. The city administration and the chamber of commerce and industry enter into contact with other city companies and offer assistance in organizing excursions to enterprises. At the next stage, industrial tourism projects give impulses to other sectors of brand cultivation through the development of the hospitality industry. This is approximately what happened in 2004-2006 in Rotterdam, where international tourism became the central project of industrial tourism. sea port, and then, within a year, three more city enterprises opened tourist routes on their territory.

Some people associate the concept of “tourism” with sand and sea, others immediately think about sightseeing... But there is a special subtype of tourism - industrial. Fans of this type of recreation are interested in exploring various industrial and military facilities, as well as abandoned buildings. They find a special aesthetic in this. If you also decide to become interested in this type of vacation, find out everything about industrial tourism in Russia - best places for a trip in 2019 you will be attracted.

History of development

This type of recreation began to develop relatively recently - in the 60s of the last century. In general, back in the 19th century, some factories allowed tourists on excursions a couple of times, but at that time people were not yet interested in them. But half a century ago, a special committee was created in Great Britain, whose members sought to preserve industrial sites as cultural heritage.

At the end of the millennium, in the 80s, Europeans were drawn to old plants, mines and factories, seeing them as “monuments of the industrial era.” Well, after 2000 this type of recreation became very popular. The Internet has spread, and it contains information about objects, which attracted many people tired of the usual beaches.

In Russia, industrial tourism began to emerge in the 18th century. Schoolchildren were taken to mines and factories on excursions. This practice continued in the USSR. In addition, after the release of the film "Stalker", young people and adults became interested in visiting abandoned buildings and forbidden areas, and later the name of the film became a synonym for such lovers. Well, with the beginning of the new millennium everything has only increased in a similar way to the Western direction. In 2007, the computer game S.T.A.L.K.E.R. was released, and young people became even more interested in industrial tourism sites.

Now industrial tourism, although less popular than traditional tourism, still interests millions of people around the world.

Kinds

This type of rest can be divided into several types:

Stalking. This is precisely the visit to abandoned, old, unused objects that was formed after the release of the film of the same name. Stalkers are attracted to residential buildings, entire cities (), and factories. They not only enjoy exploring them, but also take photographs - just as traditional tourists take pictures of attractions.
Digging. Diggers are those who are passionate about the "underworld". No, we are not talking about some esotericism here - just about various bunkers or ghost subway stations.
Roofing. From the English word “roof”, translated as “roof”. Roofers love to visit the rooftops of city buildings and look at the views. There are those who prefer to simply contemplate, those who enjoy the extreme process of “climbing” some ladders or pipes, and finally, someone even holds or attends all sorts of cultural events on the roofs.
Passive tourism. Not everyone likes to enter forbidden places; such tourists are akin to the first among industrial tourists - they prefer to go on excursions to various operating industries.
Urbanism. Tourists-urbanists get aesthetic pleasure from exploring the city's beauties. Some people “collect” buildings in a certain architectural style, others like abandoned areas.
Post-pilgrimage. It is a type of stalking and means visiting abandoned places of worship.

What is the price?

It must be said that in Russia there are not very many similar offers from tour operators yet. The West is still more interested in this type of recreation. However, there are special travel agencies that specialize in this. Vacationers are offered excursions to plants, factories, film studios and even nuclear power plants.

In the last five-year period, the direction has become more promising; many experts argue that in Russia it can be developed quite well, since a large number of abandoned objects have been preserved in the country since the Soviet era.

The cost of the offer depends on the payment to the owners of the object, guides, and travel expenses. For example, in Sevastopol, a five-hour jeep tour of abandoned sites will cost around 6 thousand rubles for a group of 4 people. A visit to the factory where Belevskaya marshmallow is made will cost around 2 thousand rubles - this amount already includes round-trip travel from, guide services, and tea. But, for example, you can get to the Moscow Brewing Company and see the process of making a foamy drink for free - the production itself organizes such visits on weekends.

If a person wants to organize a trip on his own, then its cost will directly depend on the costs of transport, accommodation and the cost of a ticket to the site. It is clear that visiting some places will be completely free, because abandoned objects are abandoned for that reason.

Safety

By the way, about abandoned objects - there is a lot to understand here so that your pleasant vacation is not overshadowed by anything. If an industrial tourist visits an operating facility or books a tour, then, of course, this will include certain permits and guarantees, as well as safety instructions.

But as for other options, here you have to act yourself. The fact is that some old buildings can be places where people without a fixed abode, as well as marginalized people, live. Therefore, before becoming a stalker, it is best to get acquainted with experienced fans of this trend, learn everything about interesting objects, perhaps visit them with experts. In addition, when walking through abandoned buildings or areas, you should wear certain, closed clothing - after all, there may be fragments, construction debris and other things that are unsafe for direct contact.

There are objects that are even guarded and are not intended for outsiders to enter. This is the most extreme direction of industrial tourism, since it may even involve breaking the law. Some people are attracted by precisely this unattainability, but here everyone acts at their own peril and risk.

As for digging and roofing, you need to do this only with full confidence in your physical fitness, as well as if you have the equipment. After all, getting onto the roof is quite difficult - if we are talking about entering through fire escapes, and not about going to the “open roof”. As for underground objects, for example, ghost subway stations, there may be dangers in the form of collapse of structures. It is better for beginners to join this type of tourism in an experienced company. In addition, digging as such is also often associated with breaking the law, since official areas are prohibited for outsiders.

Be that as it may, as a rule, an industrial tourist is quite a risky person. We can only urge you to carefully plan all the details of visiting the site.

Places and objects in Russia

It would take a long time to list all the objects of attention of industrial tourists, but some popular spots are worth talking about.

Stalking

On websites of fans of this type of tourism there are articles about many interesting places. Among them are such different ones as:

An abandoned naval training base on Russky Island. Previously, this place was the largest for training Soviet sailors, and is currently popular among stalkers. In addition to the base itself, you can examine the remains of the military’s “interiors” and equipment.
Olgovo estate in the Dmitrovsky district of the Moscow region. Built at the turn of the 18th-19th centuries, it was a holiday home and pioneer camp in the USSR. Currently, you can view the main house and outbuildings, the school building, utility rooms, and the garden.
Kola superdeep well in Murmansk region. Drilling the deepest hole in the earth made by human hands began in the 70s. However, in the 90s the project was abandoned. By that time, the hole had reached 12 thousand meters.
Hotel "Northern Crown" in . Construction was frozen in 1995; they had been trying to build the hotel for 7 years by that time. Currently, it is a protected object, however, especially daring stalkers get inside.
Konigsberg Castle in the Kaliningrad region. It was built back in the 13th century and survived glorious times as the residence of the head of the Teutonic Order. Unfortunately, during the Second World War the building was damaged. The Soviet authorities tried to build the House of Soviets here. Discussions are currently underway regarding the restoration of the building, but for now the place is a ruin that attracts stalkers.

Digging

Abandoned or under construction metro stations are popular among representatives of this trend. This direction is most developed, of course, in and. However, due to the fact that entry into such objects is illegal, extreme sportsmen carefully hide the details of their “tourist” forays.

Other places that diggers like to visit are abandoned bunkers. For example, one of these was found in Chelyabinsk, “tourists” found in it everything they needed in case nuclear war. Such places are also found right in the center - this is how the KGB bunker was discovered.

Roofing

The favorite city of roofers in Russia is . Again, this hobby is by no means welcomed by the authorities, however, sometimes the residents of the house themselves are not against entering the roof for the completely calm purpose of inspecting the panorama. There are even special communities that organize excursions to open roofs for those interested. As their managers say, they have an agreement with the residents and ensure the safety of tourists.

Video about the roofs and courtyards of the Northern capital:

In , according to roofers, it is more difficult to get onto the roofs - due to the fact that it is not easy to get into the entrance itself. However, sometimes they find such options: a house on Entuziastov Highway, the roof of the Tea House on Myasnitskaya, the Oruzheiny business center - these are just a few popular places.

Passive tourism

This is the simplest type of industrial tourism, since everything is completely legal, safe and easy. So, the following are open to tourists:

Brewery "Baltika" in the Tula region;
Lipetsk Machine Tool Enterprise;
“Khokhloma painting” in the Nizhny Novgorod region;
Hydroelectric power station KamHPP in the Perm region;
"Art glass studio" in Sochi and other objects.

A very popular company offering excursions is Promtour. An operating nuclear power plant, Star City, the Babaevsky Confectionery Concern, Moscow City Federation Tower, Mosfilm - this is not a complete list of exciting objects.

The Petrotour company offers excursions to the Imperial Porcelain Factory, the Baltika Brewery, the Uzor tapestry factory, the dam, the stained glass workshop and other places.

Urbanism

As for this direction, everything is simple. If you are a fan of a certain style of architecture, you should just look for where there are many objects or entire areas of such development. In Russia there are many buildings in the Stalinist Empire style, Constructivism, as well as industrial buildings from the 19th century.

Post-pilgrimage

Among the interesting objects in Russia are such as:

Abandoned temple of the Kazan Icon of the Mother of God in the Moscow region. Built at the end of the 18th century opposite the Chernyshev estate. During Soviet times, a museum was not organized here, and therefore both the estate and the temple fell into disrepair. Nowadays it is quite easy to get into it.
Tikhvin Church in Glukhovo. It was built in the 18th century and restored in the 19th century. The Soviet government destroyed the bell tower and installed a mill in the church; the temple was soon abandoned.
Church of the Nativity of Christ in Ilkodino. Built in the 19th century in the Empire and Classicism styles. During the years of Soviet power, the temple was closed.
Annenkirche (St. Petersburg). The Lutheran Church, unlike many objects of attention of industrial tourists, is very accessible to visit; in addition, it hosts cultural events - fundraising is underway for restoration.
Novotorzhsky Boris and Gleb Monastery. It was founded in the 18th century. The monumental temple, as well as adjacent buildings, constitute a fairly well-preserved complex.

List interesting places Russia can work within the framework of industrial tourism for quite a long time. Of course, in certain of its branches the “points” are not advertised due to contradictions with the law, but other sites can be accessed legally and easily - if only you had the money for an excursion. If you are interested in trying to visit such places, find communities of people who are passionate about this in your latitude or major cities- and you will definitely find something that will attract you.

Modern tourism is, on the one hand, a young phenomenon, since it became widespread only after the Second World War; on the other hand, tourism has deep historical roots, because travel has been known to mankind since ancient times. Now tourism refers to temporary departures of citizens and stateless persons to free time from a permanent place of residence for health, educational, professional, sports, religious, business, educational and other purposes for a period of at least 24 hours and no more than 6 months and without engaging in paid activities in a place of temporary stay.

Excursion (educational) tourism is one of the varieties of the tourism industry, travel with the aim of getting acquainted with historical and cultural monuments, natural attractions, museums, theaters, enterprises, and traditions of peoples in a certain territory.

The activity of excursion tourism consists of organizing tours of a historical, cultural, and educational nature.

Such tours are developed by travel agencies and operators and can represent various topics depending on the range of interests of potential tourists. For example, these could be literary tours to the places of life of famous poets and writers, historical tours to places associated with certain events of the past. Study tours are also very popular architectural features cities and countries, folklore tours, tours with visits to art galleries, tours to operating enterprises, as well as tours of any other topic that are interesting to a certain circle of people.

The organization of excursion tourism can be carried out in two main directions - these are the so-called stationary tours, which are designed for tourists to stay in one city, as well as routed tours, which involve visiting several cities according to a predetermined schedule.

As a rule, stationary tourist routes involve a detailed study of the sights of one city.

Routed tours are designed so that the cities visited are located close to each other, so that a minimum of time is spent on travel, and they are not so tiring.

Excursion tourism includes many programs for tourists to choose from. If a route tour is organized, the guide travels with the group, or, alternatively, in each city visited, tourists are met by a professional guide who lives in that country and specializes in a specific topic. As a rule, such tours provide free time for self-study for each individual city visited - from half a day to a whole day, if the stopover time is more than three days.

Stationary tours, in turn, provide more free time, and they also have a more widely organized leisure program, which may include various creative meetings, National holidays, visiting restaurants with a variety of cuisines, including national ones, visiting exhibition halls and tasting centers.

Excursion services are the organization and provision of excursion services that satisfy a person’s needs for familiarization with spiritual and moral values, for the accumulation of knowledge, including professional ones, in the mode of free choice of objects, methods and means of knowledge.

Excursion services allow you to convey to the consumer (tourist, tourist) a complex of knowledge on history, culture, geography, ethnography, ecology, economics, etc. When participating in such excursion activities as visiting museum and exhibition exhibits, historical, cultural, natural, ethnographic, engineering and other attractions, the individual’s need to understand the surrounding reality is satisfied.

A person’s selectivity in choosing excursion services is subconscious. The excursionist (tourist) chooses those excursion services that satisfy several needs at the same time, i.e. have functional completeness. Thus, by visiting a country excursion, its participants not only satisfy the need for knowledge, but also, in combination with emotional and intellectual stress, eliminate the lack of movement, increase the efficiency of information exchange in the process of communicating with each other. Thus, excursion services can be considered not only as part of a comprehensive tourist service, but also as an independent type of service, the purpose of which is to satisfy the requests and needs of excursionists (tourists) in understanding the surrounding reality.

Considering excursion services as a result of the activities of tourist and excursion enterprises of the system organized holiday, it should be borne in mind that the complex of tasks of excursion services includes the organization of recreation, trips and travel with visits to historical, cultural, natural and other sites.

The tourism industry has recently begun to look for new types of tourism, primarily excursion services. One of these innovations was the organization of tourist excursions to advanced operating production facilities. Organizing such excursions serves as excellent advertising for many companies that are interested in promoting their products.

Erupted in last years The crisis forced many entrepreneurs to look for new, non-standard technologies for surviving in the economy. Entrepreneurs working in the tourism business found a rather interesting solution. They decided to combine what seemed to be two incompatible things - to develop tourism and industry at the same time.

Currently, the task of industrial tourism is to organize regular tourist tours and routes to existing or once existing industrial enterprises. This phenomenon is completely new, so there are almost no studies devoted to this topic. All we have today is a large number of cities that serve as examples of the organization of tourist routes at enterprises located on their territories. For example, in 2007, in France, about 1,700 different companies received tourists at the sites of their enterprises. So the tidal station in the city of Rance receives about 300 thousand tourists every year. In England, the Cadberry chocolate factory was visited by 400 thousand visitors in a year. In countries such as Spain, wine tours are especially popular, in the Netherlands - flower tours, and in France - cheese tours.

But the pioneers in this industry were American companies. So the Jack Daniel’s plant opened its doors to visitors in 1866, on the day the plant itself opened. Currently, there are almost no businesses left in the United States that do not welcome tourists and visitors.

Modern enterprises can not only produce various goods, but can also organize the provision of various services; this will in no way harm the production process. You just have to be able to take advantage of everything.

We can confidently say that modern tourists are “place collectors.” Today, tourists are no longer satisfied with the standard tourist assortment - beaches, museums, theaters, art galleries, etc. Now they are interested in recreation, which can be combined with educational purposes. Excursions to various enterprises are exactly what will interest modern tourists. During such excursions, everything is revealed to tourists from an unusual side. On such excursions you can see everything with your own eyes, touch everything with your own hands, try, try on and ultimately purchase. This type of tourism is especially popular among travelers who go on tours with children. Children will especially be interested in seeing how ice cream or chocolate candies are made, even before they hit the store shelves.

Such excursions represent quite interesting advertising, unobtrusive and interesting, for which tourists also pay. During such excursions, the manufacturer shows its true face, the impeccability of advanced technologies, the transparency of production management, and relationships in the work team.

It is important to note one more important aspect. When an enterprise becomes a tourist destination, then the management of the company significantly improves relations within the workforce. First of all, attention is paid to the cleanliness of the workshops, the presentable appearance of the technological equipment, the clean work uniform of the employees, and much more. In addition, the motivation of the workers themselves changes dramatically due to the fact that they are looked at as a museum exhibit. As a result of such actions, the company receives effective support for its products. It is important to note the fact that the turnover of shops selling souvenirs is 30% higher at the points where the excursion ends than in the same shops with similar goods.

It would not be amiss to say that the city budget benefits significantly from stimulating the sale of various city services and goods. In addition, excursions to operating enterprises serve as an additional burden to other tourist sites that are located in these cities. A striking example is the Rolex factory in Zurich and the port complex in Rotterdam. Cities actually provide popularity for various brands.

In the former Soviet Union, excursions to Moscow confectionery factories were once popular. But this was most likely an exception to the rule. Such events were held as a kind of tribute to fashion, but the multilateral benefits that such excursions brought were not taken into account. In most cases, such excursions were carried out for special high-ranking guests, sometimes for schoolchildren who arrived on excursions in the capital. For example, at a factory like Rot Front, registration for visits was carried out over two days in mid-August and a year in advance. Currently in Russia one can note the Baltika concern, which conducts regular excursions at its enterprises in St. Petersburg, Tula and Chelyabinsk.

Among the cities of Russia, at present, only Chelyabinsk has the opportunity to become the capital of industrial tourism, since there are all the prerequisites for its development. In addition, the sphere of industrial tourism can become a saving straw for a number of cities whose industry has declined. In such cities one can observe the majestic ruins of the former Soviet economy. These are cities such as Asbest, Baikalsk, Chapaevsk, Karabash, Kopeisk, Krasnouralsk, Ozerny. The list of such cities can be continued. For such cities, organizing industrial tourism is the only opportunity to remain on the map of the state. In this case, the conversation will not be about visiting existing enterprises, but about turning enterprises that have already ceased to function into museums.

If we look at the experience of other countries, we can see that the financial costs are relatively small to organize tourist routes for existing enterprises. It is much more difficult with enterprises that have already stopped working. In this case, it is necessary to develop special investment projects to transform them into museum complexes. But at present in our country this is almost impossible, since a solid financial resource is needed, which currently does not exist. The first step in organizing industrial tourism can be the cooperation of regional and local authorities, with local experts in local history, the local business elite and, of course, travel companies.

Industrial tourism can serve as a tool for territory marketing, systematic cooperation of local communities to promote their interests, in order to attract investors. After all, in the end, marketing is a philosophy of local development that provides the necessary assistance where economic depression prevails, and there are no exits from standard situations at all.

One of the groups of tourists that could become regular consumers of an industrial excursion could be groups of schoolchildren and students. In this case, there is an interweaving of industrial, excursion and children's and youth tourism.

Children and youth tourism (school, children's tourism) is the travel of schoolchildren and students. In our country, this type of tourism has a glorious and rich history. A large number of children and teenagers become visitors to sanatoriums, camps, and recreation centers. According to the State Statistics Committee of the Russian Federation, in 2013, 52,100 operating children's health institutions were registered in Russia, of which 34,600 (66.4%) were for day-time schoolchildren, 8,900 (17.1%) were for work and recreation, 4 700 (9%) - specialized, defense sports, recreational sports and others, 3,300 (6.3%) - country health resorts and 600 (1.2%) - sanatorium type.

Many children were caught up in tourism during the Soviet era. But now the picture is different. At the state level, funding for children's travel of all types – excursion and tourism, sports, recreational, etc. – has sharply decreased. Institutions of additional education were closed and repurposed - Stations for young tourists, Centers for children and youth tourism, clubs and sections for young local historians, young naturalists, young ecologists, etc.

Equipment for sports and tourist trips has risen sharply in price. The publication of methodological literature on tourism, cartographic materials and descriptions of popular routes has practically ceased.

Nevertheless, experts believe that in the future, children’s and youth tourism can and should become one of the priority areas for the development of tourism in Russia.

The economic advantages of this type of tourism are obvious: schoolchildren and students travel, as a rule, organized groups, trips are rhythmically repeated from year to year, which greatly facilitates business planning.

Children's tourism is even more important from a social point of view. Tourism provides a unique opportunity to learn more deeply and visually become familiar with the historical and cultural heritage their country and other states, to awaken in young people a sense of national identity, to instill respect and tolerance for the way of life and customs of other nationalities and peoples.

Travel also plays a great role in ensuring multifaceted personal development. It is hikes, trips, and excursions that can give the younger generation the opportunity to increase their intellectual level, develop their powers of observation, and the ability to perceive the beauty of the world around them. Tourism is also important as a means of relieving physical fatigue, psychological tension and stress. It is also necessary to note the influence of children's tourism on the development of communication skills, self-discipline, and adaptation to the conditions of modern life in the younger generation.

In addition, children's and youth sports and health tourism is one of the most effective health technologies that contribute to the formation of a healthy lifestyle for individuals and society as a whole, which is of great national importance in the education of the younger generation.

Therefore, we can say with confidence that children’s and youth’s youth tourism– an important way of transferring to a new generation the life experience and material and cultural heritage accumulated by humanity, the formation of value orientations, moral improvement and cultural development of the nation, one of the ways of socialization of the individual.

Taking into account that the future generation of the country in modern economic conditions should not lose moral guidelines, slide into a criminal environment, alcoholism and drug addiction, the Russian state and society today face the priority tasks of returning to the young generation the wonderful world of children's tourism and developing it in all forms and types

The new economic relations that have currently emerged in our country have aggravated problems in children’s and youth tourism and require changes in approaches and mechanisms for organizing activities for the development of mass children’s tourism. If until the early 90s only the education system dealt with issues of children's tourism, now the situation has changed radically. Both commercial firms and public associations have emerged as entities developing children's tourism. Therefore, there is a need to study and generalize the experience of developing children’s tourism not only from the point of view of additional educational activities, but also from the standpoint of the economic efficiency of this direction.

The tourism industry differs from other sectors of the economy in that income from the tourism business is not one-time in nature, but increases as the trust of consumers of tourism services to the producers of these services strengthens. Therefore, it should be expected that the involvement of adolescents and young people in tourism from an early age, showing young people the best examples of a tourism product at a time of high emotional sensitivity characteristic of a young age, will lead to an increase in their need for tourist trips and travel at a more mature age. In addition, the development of children's tourism should lead to an increase in the number of young people who decide to make tourism their main profession, i.e. solve the problem of training tourist personnel, which is also quite acute today.

The choice of display objects in children's tourism is very important. Such objects should be interesting, large, dynamic, and varied. Therefore, showing the activities of industrial enterprises is the optimal solution for schoolchildren and students.

Related information.

Industrial tourism- a new global trend. At the international tourism exhibition “Rest”, this fresh trend was presented at a single stand by the Kaliningrad region and the Ural regions ( Perm region, Udmurtia and Yekaterinburg).

“The Urals have great potential for industrial tourism, there are many interesting sites and many enthusiasts,” emphasized the deputy head Federal agency on tourism Roman Skory at the panel session “Industrial tourism - a new global trend: the best regional and international practices”, held as part of the International tourism exhibition"Rest" in Moscow.

IN Ural cities Many ancient industries have been preserved: the factories of the Demidovs, Stroganovs and others. They will be especially interesting to foreign tourists. After all, in Russia and in the West, production development followed different paths. We always had a lot of land, and industries that had lost their importance were simply abandoned, and a new plant was built on a new site. In Europe, on the contrary, industrial buildings were rebuilt and even demolished in order to erect new workshops in their place, and the equipment was melted down and disposed of. As a result, almost no historical production facilities have survived there. And to see what, for example, a metallurgical plant was like in the 17th - 18th centuries, tourists will have to go to Russia. In addition to historical factories, the Urals has interesting industrial complexes from the Soviet period, as well as modern enterprises.

“Industrial tourism is the best advertisement of an enterprise,” says Natalya Kazakova, head of the Profi-Tour agency (Kaliningrad). After all, this is an opportunity to promote the company’s products both in Russian and foreign markets. This is the creation of consumer confidence in the plant's products. This is important, for example, for the production of food, cars, household appliances, furniture, etc. At the same time, industrial tourism can have an educational and career guidance function.

“Showing our production means demonstrating our educational potential to schoolchildren and students. So that they choose not only humanitarian specialties, but also technical ones,” added Elena Godovykh, Deputy Chairman of the Executive Committee for International Relations of the Assembly of Peoples of Russia. In Russia now there are not enough engineers and designers. Young people can be attracted to professions through excursions to production facilities.

The discussion was attended by heads of travel agencies that organize excursions to existing industrial enterprises in Moscow, Kaliningrad and Perm. They all noted that creating an industrial tourism product is not an easy task. This is a business plan for several years to build relationships with the enterprise. After all, excursions need to be organized so that they do not interfere with the production process. This sometimes requires large investments. In addition, the plant will need staff for such an excursion project. There are problems with the legislative framework for visiting industrial sites. However, there are no enterprises that are not ready to cooperate. Production managers understand that this is an advertising and marketing event plus a solution to a personnel problem.

Tour operators noted that industrial, or as it is also called, industrial tourism, is a solid all-season product with a margin of more than 30%. The main thing is to choose the right program. Children from 6 to 12 years old are interested in the production of ice cream, chocolate, jewelry and perfumes. They like it when the excursion program includes a master class.

Children over 12 years old can be shown large modern production cycles; they are interested in the history of production and the educational program. They want to know how the airport dispatch service, a furniture factory, a greenhouse farm, shipyard and a line for the production of dairy products.