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How are tourism businesses adapting to COVID-19? Perspectives from the fright tourism industry

The COVID-19 pandemic has seriously impacted the global tourism industry, effecting the livelihoods of millions of tourism workers and disrupting host communities. Current research in tourism management has focused on understanding the economic, social and political impacts of the pandemic. This professional perspective aims to examine operational adaptations that businesses in the fright tourism industry have adopted under the COVID-19 pandemic circumstances. The study collated industry association press releases, undertaking content analysis to examine the changes businesses employed to adapt during the pandemic. Findings suggest that businesses made a variety of operational changes, such as changing queueing, diversification of props and changes to make-up hygiene, allowing these businesses to survive pandemic imperatives.

Introduction

There is no doubt that the COVID-19 pandemic has had a profound effect on the global tourism industry, impacting the livelihoods of millions of tourism workers with flow-on effects for host communities ( Gössling et al., 2021 ). Current research in tourism management has focused on understanding the economic, social and political impacts of the pandemic ( Hall et al., 2020 ) and there are already numerous studies addressing post-pandemic tourism ( Brouder, 2020 ). However, less is known about how small and medium sized tourism businesses are adapting to the pandemic ( Kristiana et al., 2021 ). Adaptation, based on Adaptation Level Theory ( Helson, 1948 ), is a key process by which people manage perceived risks and projected changes ( Füssel, 2007 ). In a dynamic tourism environment, it is assumed that businesses employ adaptation strategies ( Putra, 2010 ; Kristiana et al., 2021 ), or patterns of behaviour to resolve problems faced by the business.

The paper examines operational adaptations that small and medium sized fright tourism businesses have adopted in response to the challenges posed by the COVID-19 pandemic. Fright tourism is a form of dark tourism that combines macabre-themed fantasy elements, Gothic narratives, and industry-created props to create interactive and engaging tourist experiences ( McEvoy, 2016 ). Prior to the pandemic, fright tourism was a $7 billion US dollar a year tourism sector ( Kirchner, 2020 ), but as the COVID-19 pandemic gripped the world from early 2020, the fright tourism industry experienced a dramatic economic loss with no clear adaptation strategies apparent. Many independent fright tourism attractions in the United States have closed permanently ( Kirchner, 2020 ), while others are trying to adapt to a new pandemic environment.

Understanding fright tourism

Fright tourism is often considered a subset of dark tourism ( Bristow and Newman, 2004 ) which encompasses visiting sites (real or fabricated) of death, disaster and the macabre ( Stone, 2006 ). In fright tourism, tourists are often attracted by the thrills of simulation, rather than the reality of visiting the sites ( Bristow and Newman, 2004 ). A level of fantasy (staged experiences that include elements of the supernatural), and a Gothic aesthetic ( McEvoy, 2016 ) are typical features of fright tourism attractions. Research focussing on this form of tourism includes examinations of ghost tourism experiences ( Dancausa et al., 2020 ; Gentry, 2007 ); Dracula tourism ( Reijnders, 2011 ; Light, 2017 ); marketing of fright tourism attractions ( Brown et al., 2012 ; Weidmann, 2016 ); and the liminal experiences in simulated settings (Bristow, 2020). Tourists typically visit fright tourism attractions to experience the thrill of fear in an environment that is safe and simulated ( De Visser-Amundson et al., 2016 ; Kerr, 2015 ). The attraction to fear challenges the dominant conceptions of fear as a negative emotion ( Goyal and Verma, 2021 ). Fright tourism businesses employ mechanisms designed to create enjoyable experiences that induce feelings of shock, horror and thrills in tourists. Animatronics, odours, music and other effects are commonly used to elicit these scary experiences.

Due to the interactive nature of the fright tourism industry (high adrenaline experiences of tourists running and encountering psychological and physical challenges), risk management techniques have long been employed by the fright tourism sector ( Stark, 2015 ). These techniques include activities such as placement and handling of illumination and electrical appliances for fire prevention ( Moore, 2021 ), eliminating the use of extension cords to reduce instances of tripping hazards ( HAA, 2021 ) and regular maintenance of air compressors to reduce potential water spills resulting in slip hazards, to mitigate potential accidents and medical emergencies ( Stark, 2015 ). However, beyond risk management, the new pandemic imperatives (especially social distancing and enhanced hygiene protocols) are forcing the fright tourism sector to adapt across multiple operational and financial aspects of their businesses.

COVID-19 and business adaptation

Since March 2020, when the COVID-19 pandemic took hold of most of the world, many tourism businesses were forced to operate in a limited capacity in order to control the spread of the virus ( Kock et al., 2020 ; Zenker and Kock, 2020 ; Li et al., 2021 ). Research has examined the economic impacts of COVID-19 ( Verma & Gustafson, 2020 ), changes in tourist behaviours related to contact between tourists and service providers ( Kock et al., 2020 ), and the role of organisational resilience in the ability of tourism businesses to recover from the pandemic ( Bhaskara and Filimonau, 2021 ) but the wider adaptive measures of tourism businesses have yet to be fully addressed. Richards and Morrill (2021) studied the youth travel sector and indicated the biggest adjustment was in the modification of cancellation policies, after the pandemic emerged. Alonso et al. (2021) , in investigating coping strategies of small and medium sized enterprises, found that many businesses reduced employment hours and rotated staff, while others discontinued some of their services. Other businesses applied for governmental relief funds and discontinued operations all together ( Alonso et al., 2021 ; Rogerson, 2021 ). Rogerson (2021) examined operational changes made in South African tourism businesses to maintain operations during the pandemic, concluding that some of the most significant business changes included product diversification, reduction of prices, reduced staffing, changed marketing and greater inter-enterprise cooperation. A review of the literature however did not reveal any studies addressing the operational adjustments taken by small and medium sized tourism businesses in fright tourism or related sectors. In order to address this gap, we undertook a content analysis of secondary data to determine how businesses in this sector employed adaptive measures as a result of the pandemic.

Methodology

Primary data collection was not feasible due to the restrictions on movement and lack of access to electronic email databases, so data collection utilizing secondary sources was necessary. Our study, which was exploratory in nature, was conducted in April 2021 in the United States (US). An online search of press release documents of two major industry associations was conducted, in order to obtain information provided by fright tourism attractions to their associations, with the information disseminated to other association members to share best practises. Search phrases: COVID-19 and business adaptation ; responses to COVID-19 , and similar words and phrases, were entered in search engines of the websites of the two major fright tourism related associations. The two associations are the Haunted Attraction Association (HAA) – a US-based industry association of fright tourism businesses, and the International Association of Amusement Parks and Attractions (IAAPA) – the largest global amusement park association. The IAAPA contains information for large scale amusement parks, many of which have Halloween-themed fright attractions during the months of September and October and has over 6300 members ( 2019 ). These parks include, for example, Halloween Horror Nights at Universal Studios Orlando, Scare-o-winds at Carowinds in Charlotte, North Carolina and Knott’s Scary Farm at Knott’s Berry Farm in California. The HAA is the only official global association for the haunted attraction industry, has approximately 600 members (B Hayes 2022; personal communication, January 20) and member organisations represent the fright tourism industry, including haunted attraction owners and operators, designers, vendors, artists and other suppliers. The association offers the Certified Haunted Operator Seminar (CHAOS) safety programme, public relations, legal consultation, annual tradeshows and conferences and industry education for members. Membership numbers for the association were not available at the time of research.

The online search resulted in 13 press releases in total. The press release documents, typically pdf or Word files of up to 500 words in length, documented the views of business owners and/or general managers. These views were based on informal, anonymous, surveys conducted by the two associations with business owners. Content analysis, defined by Holsti (1969) as ‘any technique for making inferences by objectively and systematically identifying specified characteristics of messages’ (p. 14) was then applied to review the press release documents. This method of analysis was chosen in order to classify the themes and determine their meanings by three researchers. Emergent coding was utilised, broadly following processes outlined in Haney et al. (1998) and used in other tourism studies ( Halpern and Regmi, 2013 ; Wilson and Látková, 2016 ; Kim and Madhuri, 2019 ). First, the three researchers individually examined each press release and determined some general patterns (broad themes that related to the study aim). The researchers then compared the notes and reconciled any differences in the general patterns. Following this step, the press release documents were again independently and more closely read, this time generating additional, more specific, themes. A final set of operational adaptations (representing each theme) was then generated following a group discussion. Approximately 95% agreement was reached on the final set of the themes, following this iterative process.

In addition to business-to-business industry press releases, a search of Nexis Uni (an academic search engine specializing in news, business and legal sources) for the period of September and October of 2021 was conducted to see if any COVID-19 related business protocols for fright tourism business were communicated via press to the general public. The scope of search was limited to the entries for the state of North Carolina in the US as we desired a state with a moderate number of well-distributed fright tourism businesses. As such, we felt the state is representative of the fright tourism industry in the US. The Nexis Uni search included such phrases as: COVID -19, Haunted Attractions a nd Halloween in order to be as inclusive as possible. The search revealed 86 results with the combinations of search phrases. Of these articles, only one referred to COVID-19 protocols, in which the article stated face coverings were recommended at an attraction. Other results were on such topics as what places to visit during Halloween, which date is best to celebrate Halloween, and Halloween events in various cities.

Results and discussion

Four specific business adaptation strategies were identified in the data obtained from the press releases, with the fourth strategy involving eight elements. These are detailed in the following section. The one Nexis Uni article referenced a specific haunted attraction, and that information was also included in the attraction’s Web site, so is included with the fourteen COVID-19 Web site statements discovered.

Relocating tourists to safe zones

The findings from the documents demonstrate innovative ways of adapting to new social distancing requirements. Haunted attractions, often called haunted houses, are purpose-built attractions in fright tourism that follow a storyline and require revealing spaces in a certain order to tourists ( Clasen et al., 2019 ). The structure of these haunted house attractions often requires patrons to travel through in a particular order in tight spaces, which is a challenge for social distancing. Although changing the design of the house would be costly, the findings show that changing the flow and locations of patrons is possible. This would involve relocating visitors to so-called safe zone areas where groups of patrons can be separated from one another. Moving operations outdoors to the extent possible may assist with this challenge due to the flow of air and ability to create moveable mazes. It was revealed some fright tourism attractions could also modify their experiences to offer a drive-through service, which keeps patrons separated from actors as well as one another, avoiding direct contact. Examples of this include a haunted car wash, the Tunnel of Terror Haunted Car Wash in Belmont, North Carolina, United States ( Deier, 2020 ), and a drive-through haunted trail, the Haunted Hills Terror Drive in Pittsboro, also in North Carolina ( Mace, 2020 ).

Changing queueing processes

Queueing for entry into a haunted attraction is an important part of the fright tourism experience, as patrons build camaraderie with other guests, and anticipate what the experience will offer ( Bristow and Keenan, 2018 ). The press release documents show that changes in direction for queueing for entry is one way to tackle social distancing requirements. Often, queues wrap in a back-and-forth fashion, and to avoid direct face to face interactions with other customers, queues would need to be adjusted. The findings show they can become one directional, take up more space so there can be greater distances between customer groups, and offer a timed ticket approach (i.e. offer visitors a specific time to enter the haunted house). These adaptation strategies would reduce the number of people waiting in line at any given time.

Re-aligning promotional activities

The third strategy revealed in the data was modified promotion. Given the very real fears people were experiencing during the global pandemic, businesses needed to re-think how they marketed the message of ‘fear as fun’ in haunted fright tourism attractions. Fright tourism attractions use different themes each year in order to promote the experience as new and to encourage repeat visitation. However, considering the health crisis, and given the fears people were experiencing, the findings reveal that businesses were focussing on fantasy elements to manage customer expectations and to reinforce the idea of fear as fun. The results show that depictions of medical themes in promotional materials of fright tourism businesses have become inappropriate, considering the global medical emergency that the pandemic has generated. Subsequently images at websites and in business brochures were being re-designed with new non-medical elements.

Changing experience design elements at attractions

Lastly, in order to provide a safe and memorable fright tourism experience, and to ensure that experiences continue to incorporate appropriate and relevant design, the documents show that businesses have adopted changes to tangible elements at their attractions. These included:

• • Incorporation of plexiglass partitions in areas that offer high traffic and/or close contact. Businesses should be thoughtful about how they use plexiglass and find a way to blend it in with the attraction’s storyline.
• • Adoption of mirrors in attractions to make scare actors appear closer to patrons than they actually are in order to maintain social distancing.
• • Updating sound technology in order to make actor voices seem louder.
• • Reducing the level of props and gear on set that customers typically come into contact with, such as having to push a door open to move from one area of the attraction to another.
• • Offering fewer touch points and/or confined spaces.
• • Introducing games to outdoor waiting spaces to offer the opportunity to keep patrons socially distant while waiting to enter the haunted house.
• • Incorporating personal protective equipment (PPE) into costume design for scare actors. This provides an opportunity to re-think the design of character costumes, and how they can be created in a way that includes comfortable, storyline-appropriate, face masks and gloves.
• • Investing in animatronics. This strategy further reduces the points of contact between customers and staff and allows scare actors to be responsible for operating an animatronic character to interact with the guests from a safe distance.

Overall, the study and its findings extend the literature on business adaptation in tourism management ( Kristiana et al., 2021 ) and provide fresh perspectives from the fright tourism sector in the wake of the COVID-19 crisis. At a practical level, the paper identifies a set of new strategies that may be useful to small and medium enterprises. Due to the interactive experience of fright tourism attractions, which is created by storytelling through set design, props, and oftentimes confined spaces, the adaptations taken by this industry in order to ensure a safe and fun experience may be unique and necessary for such attractions to survive and thrive during and following the pandemic. However, some of the adaptations are more generic in character (e.g. changing queueing processes) so they may be useful to industry sectors well beyond fright tourism. In contrast to the study undertaken by Rogerson (2021) which highlighted management issues in relation to the pandemic, such as changes to staff management, the current study reveals physical operational changes (e.g. changing queueing, diversification of props and make-up hygiene), and is the first study to do so. There are however limitations in the reported research project . The study was exploratory and based on secondary data, using online information; in depth research with fright tourism operator-participants may shed further light on the effectiveness and longevity of these adaptations. The study was based in the United States, and it would be beneficial to examine fright tourism operational adaptations in other regions of the world where COVID-19 may have manifested differently, in terms of its medical impact and also regulatory responses. Many fright tourism businesses entirely changed the manner in which they operated during 2020, and there is a likelihood that the adaptations employed may be more permanent-the success of these adaptation measures could be explored through longitudinal studies. Finally, research on customers’ perceptions of these strategies may prove to be a useful avenue for future research.

Author Biographies

Susan Weidmann , Ph.D., is an Assistant Professor in the Department of Recreation Management and Physical Education at Appalachian State University in Boone, North Carolina, USA. Susan’s research focuses on the intersections of immersive horror leisure, tourism experiences and emotions.

Sebastian Filep , PhD, is Associate Professor at the School of Hotel and Tourism Management, Hong Kong Polytechnic University, Hong Kong. Dr Filep is developing a platform of research focusing on investigations of well-being, happiness and flourishing in tourism, primarily drawing from the field of positive psychology.

Brent Lovelock , Ph.D., is Professor in the Department of Tourism at the University of Otago. Brent’s research focuses on sustainable tourism and recreation experiences in their broadest sense- including the social, cultural and political aspects. Much of his work considers the relationships between communities of interest and their environments.

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding: The author(s) received no financial support for the research, authorship, and/or publication of this article.

Susan Weidmann https://orcid.org/0000-0001-6542-5454

Sebastian Filep https://orcid.org/0000-0002-2195-3631

Brent Lovelock https://orcid.org/0000-0002-3852-0584

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Entrepreneurship Networks in Italy pp 59–77 Cite as

Tourism: A Service Sector

• Antonia Rosa Gurrieri 4 ,
• Marilene Lorizio 4 &
• Annamaria Stramaglia 4  
• First Online: 23 November 2013

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Part of the book series: SpringerBriefs in Business ((BRIEFSBUSINESS))

The tourism sector is a large and fast growing industry able to generate several potential benefits for the whole economy both at local and national level. In recent years new forms of tourism (labelled as alternative) have emerged. Among these, rural tourism plays an important role due to its influence on the development of local communities. Tourism is an economic sector in which a high degree of entrepreneurial involvement is required. Moreover in order to compete worldwide, both entrepreneurship and networking emerge as key features of successful tourism provision. The aim of this discussion is to highlight the role of these features with particular reference to their influence on achieving a robust and resilient performance of the tourism sector that is required in the present economic crisis.

• Tourism sector
• Rural tourism
• Entrepreneurship

This chapter is written by Annamaria Stramaglia

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Gurrieri, A.R., Lorizio, M., Stramaglia, A. (2014). Tourism: A Service Sector. In: Entrepreneurship Networks in Italy. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-03428-7_3

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Characteristics of the Tourism Industry

The service sector has several typical characteristics, and the tourism sector also shows some of these. These characteristics determine the industry’s scope and the mix of marketing strategies that can be used to increase sales in the industry.

Intangibility

Many tourism products are intangible. The services related to the tourism industry cannot be seen, touched, or felt. The person can experience the tour or related services but does not get any tangible product in hand. Thus travel products like the flight experience, the cruise experience, or the experience of the view are experiences.

The experience can be remembered and enjoyed again. There are tangible components like the hotel bed and food that are products nit they are part of the experience, and they are not the product that the customers seek but the intangible benefits of pleasure and relaxation, etc., that the customer desires. Even those tangible products that are purchased are essential to gain access to the intangible experiential aspects.

Perishability

Perishability means that the product’s life has a deadline, and once the deadline passes, the product is unavailable for sale. All tourism products are perishable, like the capacity of hotels, entry to tourism sites, etc. These cannot be stored till the consumer decides. Thus, the travel services need to be consumed as soon as they are produced.

For example, for each flight, there are tickets to seats that the airline has to sell, and the hotel has rooms that need to be rented out every night. Thus tourism services are considered highly perishable. Because the tourist cannot visit the place or stay in the hotel, the opportunity is lost, and the product cannot be stored for the future.

There are several strategies that the industry uses to resolve this issue. One strategy is to overbook. For example, as the airline overbooks the seats for flights anticipating that there will be a certain number of customers that do not board the flight, the overbooking ensures that the flight is fully seated.

Yet another marketing strategy is the setting up of multiple distribution outlets. One example is that flight tickets are available from several sources like an airline office, a tour operator , or even a travel agent. In this way, the perishability of the product reduces. Yet another strategy to encourage consumption is to offer discounts.

The services provided in the tourism industry are intangible and cannot be stored as inventory or stored in any way for future consumption. As explained above, an airline has tickets that need to be sold for every flight, and a hotel has rooms they need to rent for each night. If the airline fails to sell the seats within a particular time, the opportunity to sell the product is lost. The service sector can’t keep inventory like the product-based industry.

Heterogeneity

The products offered by the tourism industry are not homogeneous. The services provided in the sector are not standardized. Tourism companies have tried to standardize service delivery by training the staff for efficiency and using quality control to maintain and control standards. Still, because of the human element involved, some differences exist. For example, there are certain products like two days and three-night stay package at a hotel – which is standardized, but the experience of the package when it is consumed is different.

Other factors that lead to differences are that for most services, the consumer must have physical interaction with the service producer, and the consumers have different sets of expectations; therefore, the same product is perceived differently by the consumers. Several external factors affect the tourism experience.

People-Centric

The tourism industry is dependent on people’s interactions from booking to accommodation. As mentioned above, there is a high degree of interaction in the industry at different stages of the experience, from booking the ticket to staying at the hotel to going sightseeing, and so on. The tourism industry is very people-oriented, and several service providers have high contact with the consumers. Some service providers provide excellent contact with the consumers and others have poor. That is why the tourism industry is a people-centric industry,

Inseparability

Many tangible products are produced at one place and time and then consumed in another place at another time. But most travel-related products are both made and consumed at the same time and in the same place. For example, a tourist experiences a wildlife safari while the safari is underway.

Thus, in this case, the production and the consumption are simultaneous. Thus, there is a certain level of interdependence between the producers and the consumers; also, the consumers need to come to the producers to consume the product. It is this interaction between the consumers and the producers which shape the consumer experience.

Demand Fluctuations

Demand fluctuation is one of the major issues that the tourism industry faces. It is an industry that has to deal with seasonal demand fluctuations. Apart from this, it is also influenced by natural or artificial events (like natural disasters) events (like riots, war, etc.) that can affect demand.

Small Business Industry

The Department of Tourism has reported that about 70% of the businesses in the tourism sector employ less than ten employees making this a classic small business industry. The nature of the business and the ease of entry are the primary reasons why it is a small business industry.

Private Sector Driven

The governments usually run marketing campaigns to build tourist interest in the destination as well as the development of the infrastructure (like roads, airports, management of national parks, etc.) but other than that; there is very little assistance that they provide. So the business owner has to design his own tour packages and conduct the tours themselves; thus, they take care of the business themselves.

Decentralized Industry

Several different services fall under the ambit of the tourism industry. Also, there are a number of different service providers offering different services. Apart from this, for different locations, the services and service providers are also different. Thus making the industry very decentralized with players of all sizes.

Why The World’s Top Travel Brands Are Betting Big On Indian Tourists

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India’s surging middle class is projected to spend as much as $144 billion a year on international travel by 2030. And hotels, airlines and cities are spending millions to land them.

By suzanne rowan kelleher , forbes staff.

L ast week, hundreds of global travel professionals gathered in Delhi for the inaugural Skift India Summit and the opportunity to glean valuable insights from the CEOs of major travel brands, including The Oberoi Group, OYO, Agoda and the country’s flag carrier, Air India. “India is having a moment,” explains Brian Quinn, head of event programming at Skift, “with the India outbound traveler poised to become the biggest global force in coming years.”

A decade ago, you could have said the same about Chinese tourists. Back in 2014, some 117 million Chinese tourists traveled internationally, which was a 20% increase from the previous year. But 10 years and one pandemic later, Chinese outbound travel still hasn’t rebounded to its pre-Covid heights, while the energy and focus of the global tourism machine has shifted southeast—to India.

With more than 1.4 billion people, India now has the world’s largest population and the fifth-largest economy . Outbound travel from India is growing much faster than from any other country, which has led to a flurry of predictions that have travel brands salivating.

“There’s such huge potential,” says Caroline Bremner, head of travel and tourism research at Euromonitor International , which projects 47 million Indian outbound travelers by 2030. “That’s more than doubling from 2019. And then on the spending side, it’s even better, going from $35 billion in 2019 to $84 billion in 2030,” she says. “Essentially, India is jumping up the ranks and will be the sixth-largest outbound source market globally by 2030, after China, the U.S., the U.K., Germany and France.”

A 2023 report by Nangia Andersen , the Indian arm of Andersen Global, forecasts that Indian outbound travel will grow at an 11.2% compound annual growth rate (CAGR) between now and 2032—which roughly aligns with Euromonitor’s prediction for tourist volume. If these projections bear out, then another, wilder prediction may not be so implausible after all: organizers of the Arabian Travel Market (ATM), an industry conference to be held in Dubai in May, have touted that India’s outbound market will be worth $144 billion a year by the end of this decade.

And a recent report from McKinsey is similarly bullish on the longer-term prospects for Indian tourism. “India’s outbound travel has the potential to grow from 13 million trips in 2022 to over 80 million in 2040,” the authors write. “If India follows China’s outbound travel trajectory (which it could, due to similarity in population size and per capita income trajectory), then Indian tourists could make 80 million to 90 million trips a year by 2040.”

Given all the hype, travel brands have, naturally, begun heavily courting Indian tourists, often by tapping celebrities as influencers. Bollywood icon Shah Rukh Khan promotes Dubai and Katrina Kaif, a British actress who makes Hindi-language films, professes her loyalty to Accor. Actor Ranveer Singh appears in ads for Abu Dhabi , while his wife, Deepika Padukone, is the global brand ambassador of Qatar Airways . Meanwhile, Neeraj Chopra, the reigning Olympic gold medalist and world champion in javelin, has been enlisted to promote Switzerland’s spectacular alpine landscapes.

Yet before India’s outbound travel can reach its full potential, industry experts say, the volume of flights in and out of the country—a number mutually decided by the two respective governments—must increase dramatically. There were roughly 14% more flight routes by city pairs to and from India last year compared to 2019, according to data from FlightAware . Right now, airlines are operating just 18 scheduled passenger flights each week from India to the United States—up from 14 in 2019.

Some destinations have made policy tweaks to boost capacity. In late 2022, Canada lifted the cap on the number of flights from India from 35 per week to “unlimited” and gave Indian airlines access to six hubs, including Toronto, Montreal, Edmonton, and Vancouver. South Africa Tourism, meanwhile, has teamed up with Ethiopian Airlines to provide faster links between India and Africa. Even Bhutan’s prime minister has emphasized the need to strengthen air connectivity between India and the tiny Buddhist kingdom.

Airlines are taking note of India’s growing importance as well. Most notably, Singapore Airlines inked a deal in late 2022 with Tata Group, paying a reported $250 million for a 25% stake in Air India. Last November, Singapore Airlines CEO Goh Choon Phong told Forbes Asia of his plans to make India a new hub. “You can just tell how much potential there is,” Goh said. “India is growing but it’s significantly underserved.”

Hotel CEOs are also being seduced by the dizzying economic forecasts. “We just are blessed by the increase of demography in the world and blessed by the increase of households that want to travel,” Sébastien Bazin, CEO of the French hospitality giant Accor, told investors on the company’s most recent earnings call in February. He offered a short lesson on global economics, noting that the world’s emerging middle-class population exploded by one billion over the last 10 years. “Half of those are from India,” he emphasized. “We probably can wisely say that for the next 10 years, demand will no longer grow 3% to 5%, but probably 4% to 6%. You very well could be looking at a 3x demand over supply. And a lot of it, again, has to do with India alone, which is [expected to add] 500 million [to its] emerging middle class.”

“India is definitely an economic bright light,” echoes Bremner, noting that the country’s current 8% economic growth rate is stronger than China’s. Moreover, it shows no signs of slowing down.

Last year, 1.7 million Indian tourists visited the United States, making India the country’s fourth-largest travel source after Canada, Mexico and the United Kingdom. The average Indian tourist also spends money when traveling internationally—roughly $5,252 per trip, according to the last six months of data collected by the National Travel & Tourism Office (NTTO), the agency within the U.S. Department of Commerce that tracks tourism statistics. Comparatively, the typical visitor from the United Kingdom and Brazil spends $2,656 and $3,344, respectively, while the average Japanese tourist spends $3,672. In other words, it takes two British tourists to spend as much as one Indian traveler.

If the United States wants to attract more Indian tourists in the future, experts say it needs to make entering the country much easier. “I am a firm believer that less friction will lead to more travel,” says Omri Morgenshtern, CEO of Agoda, the largest online travel agency in Asia. “Friction can be removed by adding direct flights, as well as by the introduction of visa waivers or by being able to book accommodation, flights and activities on one app.”

Currently, 62 countries permit Indian travelers to visit without first obtaining a visa—that’s 10 more than in 2016, the year that the Henley & Partners Passport Index launched. But the United States neither grants visa-free entry to Indian tourists nor does it make procuring a visa fast and easy.

While the U.S. is approving more visas for Indians today than in pre-pandemic years, the average visa wait time is still about 10 months, according to the U.S. State Department website . Before a leisure trip to America, an Indian citizen must wait for a visa interview, which can take anywhere from 197 days at the U.S. Embassy in New Delhi to 423 days at the U.S. Consulate in Mumbai. In comparison, Indian tourists can get a visa for Canada in just 23 days or the United Kingdom in roughly three weeks.

U.S. officials readily acknowledge that visa wait times are a big problem. Speaking at the Skift India Summit on Tuesday, Eric Garcetti, the U.S. Ambassador to India, told conference-goers that President Joe Biden specifically asked him to tackle the backlog. “I bet it’s the only time the United States president has told the ambassador, ‘Please work on visa issues,’” Garcetti said.

Visa waivers have a proven track record and give nations a competitive edge, insists Agoda CEO Morgenstern. After Azerbaijan introduced the ASAN system, which processes electronic visas within three working days of submitting an application, interest from Indian tourists skyrocketed and arrivals increased fivefold in two years. “Thailand and Malaysia both introduced visa waivers for tourists from India late last year, and that led to an immediate increase in searches from India to both markets,” Morgenshtern says, noting that searches for Thailand grow by 46% even though Thailand was already the top searched destination by Indians. “In the two months after the visa waiver came into effect, Bangkok overtook Dubai as the most-booked city destinations for Indians.” Yet the emirate was not to be outmaneuvered. In February, Dubai introduced a five-year multiple-entry visa for inbound Indian travelers.

Another reason why India is such an attractive source market is its youthful population. Only 7% of India’s population is 65 years and older, compared with 14% in China and 18% in the U.S., according to data from a recent report from the Pew Research Center. People under the age of 25 account for more than 40% of India’s population . “ In fact, there are so many Indians in this age group that roughly one-in-five people globally who are under the age of 25 live in India,” notes the Pew report. “Looking at India’s age distribution another way, the country’s median age is 28. By comparison, the median age is 38 in the United States and 39 in China.”

“It’s an extremely well-educated populace, very digitally savvy,” says Bremner, adding that more than 75% of Indian millennials and Gen Xers traveled in 2023, according to Euromonitor data.

“Indian travelers are more engaged with ecotourism and sustainability than their global counterparts. They are open to all kinds of experiences, from luxury to eco-adventure,” Bremner continues. “And, of course, they are high spending. I’m not at all surprised that destinations from Asia to the Middle East and Europe and U.S. are chasing them.”

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Moscow metro to be more tourist-friendly

A new floor sign system at the Moscow metro's Pushkinskaya station. Source: Vladimir Pesnya / RIA Novosti

For many years now, Moscow has lagged behind St. Petersburg when it comes to making life easy for tourists, especially where getting around the city is concerned. Whereas the northern capital installed English-language maps, signs and information points throughout its subway system in the late 2000s, the Russian capital’s metro remained a serious challenge for foreign visitors to navigate.

Recent visitors to Moscow may have noticed some signs that change is afoot, however. In many stations of the Moscow subway, signs have appeared on the floor – with large lettering in Russian and English – indicating the direction to follow in order to change lines. Previously, foreign visitors using the Moscow metro had to rely solely upon deciphering the Russian-language signs hanging from the ceilings.

Student volunteers help tourists find their way in Moscow

However, this new solution has a significant drawback. “The floor navigation is visible only to a small stream of people – fewer than three people per meter. During peak hours, this navigation will simply not be noticed,” said Konstantin Trofimenko, Director of the Center for Urban Transportation Studies.

One of the biggest problems for tourists in the Russian capital remains the absence of English translations of the names of subway stations in the station vestibules and on platforms. The Department of Transportation in Moscow has not commented yet as to when this problem will be solved. However, Latin transliterations of station names can already be found in the subway cars themselves.

Finding the right exit

At four of the central stations – Okhotny Ryad, Teatralnaya, Ploshchad Revolyutsii, Lubyanka and Kuznetsky Most – the city authorities have now installed colorful stands at the exits with schematic diagrams of the station’s concourse and surrounding area, which provide information about the main attractions and infrastructural facilities.

The schematic diagrams are the work of British specialists from the City ID and Billings Jackson Design firms, who have already implemented successful projects in New York and London.

According to Alexei Novichkov, expert at the Design Laboratory at the Higher School of Economics, the design of these information booths raises no objections: The color solutions, font, layout and icons are consistent with international standards.

However, the stands do have some shortcomings. “Many questions are raised about the fact that the developers of these maps did not apply orientation to the north, and have provided layouts of the surrounding areas with respect to the exits,” says Novichkov. “A system like that is used for road navigators, but most of the ‘paper’ guides and maps are oriented strictly to north. The subway map is also oriented to north, so people may become confused.”

Muscovites and foreign visitors are generally positive about these navigation elements, with most of them citing the numbered exits from the subway as the most useful feature.

The fact is that many Moscow subway stations have several exits. One of the busiest central stations of the Moscow subway in particular, Kitay-Gorod, has more than a dozen exits. Previously, these exits were differentiated from each other only with signs in Russian referring to the names of streets and places of interest to which they led – making it easy for tourists and those with poor navigation skills to get confused.

Now, when making an appointment to meet a friend, instead of struggling to find the right spot when they tell you: “I'll meet you at the exit to Solyanka Street,” you can just propose to meet under a specific exit number.

“I’ve lived in Moscow for seven years,” says Angelika, a designer from Voronezh, “but I still don’t always know where to go to find the place I need, so the new schematic diagrams will be very useful. Previously, some subway stations had maps, but not with so much detail.”

Teething problems

Foreigners, meanwhile, focus their attention on other elements. “It is good that the new information boards have QR-codes, which can be ‘read’ by smartphones,” says Florentina, a writer from Vienna. But there are also shortcomings. “The English font of the information on posters and in the captions to theaters and museums is too small – you have to come very close to see it well,” she says.

Pleasant encounters on the streets of Moscow

Florentina was also dissatisfied with the fact that such posters are not provided at all subway stations: “When I was trying to find Tsaritsyno Park (a museum and reserve in the south of Moscow) at a subway station with the same name, it turned out to be quite difficult,” she says.

“There are no maps with landmarks for other areas, such as those already in the city center. There were no clear pointers in the English language, and the passers-by I met did not speak in English, so they could not help me,” she adds.

Officials say that the navigation system is gradually being redeveloped and improved. According to Darya Chuvasheva, a press representative for the Department of Transport of Moscow, the introduction of a unified navigation system will take place in stages.

“By the end of 2014, the system will first appear on the first subway stations on the Circle Line. By the end of 2015, we plan to install the system at all major stopping points, subway stations and transport interchange hubs,” says Chuvasheva.

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Sights of Elektrostal: the history of the city, what to see, photos and reviews

Table of contents:, history of the city, attractions, engineering plant, church of the righteous john of kronstadt, city recreation and culture park, cinema gallery, avangard paintball club.

2024 Author : Harold Hamphrey | [email protected] . Last modified: 2023-12-17 10:06

Elektrostal is a fairly large industrial city, which is located near the Vokhonka River and almost 40-50 km from the eastern part of Moscow. There are a lot of powerful factories here, where many residents of Elektrostal work. They are perfectly combined with the most beautiful green boulevards, streets and parks, bright lawns and flower beds that adorn almost the entire town. It is picturesque due to amazing reservoirs and forests. It is worth learning more about the main attractions of Elektrostal, photos of which are in the article.

The city was founded in 1916 thanks to the construction of a metallurgical plant. Previously, this place was the natural boundary of Calm. To start construction, the labor of local peasants was used. In the middle of 1925 herebuilt the first railway line that connected Elektrostal with Moscow. After the onset of 1938, the village turned into a separate city.

It is noteworthy that during the Great Patriotic War, the Electrostal plants produced ammunition that was needed for victory. In particular, it is worth noting the production of the legendary Katyushas.

A new stage for the factories of the city began after the invention of atomic weapons. The local plant was on the list of the main production facilities of the nuclear industry. This led to the fact that in 1954 the production of fuel was launched, which was used for the operation of nuclear power plants.

In 1963, the cultural center "October" was built, and this was done by the masters of the Novo-Kramatorsky plant, named after Stalin. It featured a spacious auditorium that could seat more than 850 people, as well as a unique revolving stage for actors to change scenery in seconds.

At different times, eminent creative groups performed in this cultural center, as well as the Beryozka ensemble, famous at that time. It is noteworthy that even in our time the cultural center is actively functioning, and the square in front of it is considered the most beautiful place in Elektrostal with fountains operating in the summer. In mid-2013, it received the status of a city of labor and military glory.

There are many numerous monuments in the city that tell about the history of this amazing place: a monument to Nikolai Vtorov -the founder of the famous plant "Elektrostal" near the House of Culture, a monument to Tevosyan - the chief engineer, monuments to M. Gorky and K. Marx, a sculpture "Steelworker", a monument to Korneev - Hero of the Soviet Union, as well as a memorial and a monument to soldiers who died in Afghanistan and on North Caucasus.

This is a fairly large and old factory in the city that specializes in the production of fuel for local gas stations. The plant is part of the structure of the company FC "TVEL" of the state corporation "Rosatom". The General Director of the enterprise is O. L. Sedelnikov.

This plant produces nuclear fuel, which is used by many nuclear power plants, transport power plants and research reactors, not only in Russia, but also in other European countries. The company has quality certificates OHSAS 18001, ISO 14001, ISO 9001.

The museum of the plant presents its history, shows old photographs of the streets of the city, there are achievements of workers, as well as photos of significant people, there are many of the most interesting models produced at the machine-building plant. It also stores presentations showing the principles of the enterprise.

This temple - a landmark of Elektrostal - is a single-dome centric church, which is made in the style of Byzantine times. It was erected in the 20th century, in the immediate vicinity of St. Andrew's Church. The temple was designed by T. V. Trubnikov and V. A. Drozdov, according to the developments of which the iconostasis and interior were exactly designed.

The church plays the role of a baptismal church and belongs to the Moscow diocese. The main shrines of the church are the most ancient and valuable icons of Nikandor Gorodnoyezersky and the Great Martyr Panteleimon. In addition, particles of the relics of saints are kept here. Divine services are held in the temple only during religious holidays.

The local park - a landmark of Elektrostal is an ideal place where everyone can stay alone with nature, ride numerous attractions, and also spend time playing slot machines. The park is especially popular in the summer - it is full of families, youth companies and couples in love.

Especially for the summer in 2013, the park was re-planned, which made it possible to accommodate more modern entertainment and interesting playgrounds for young visitors. Swimmers will love the dragon and swans, and trampolines have been installed for more active children.

It is noteworthy that the prices in the local park are quite affordable: the cost of a ticket for various attractions ranges from 30-100 rubles. Today it is called "Wonder Park", and it is divided into a quieter "Quiet Alley" and "Entertainment Alley", where there is an inexpensive cafe, a summer stage, and also quite a lot ofattractions.

This cinema is very popular, so it can be called a landmark of Elektrostal. It is located in the shopping center "Elgrad" and consists of 5 spacious halls that can accommodate more than 800 people. To show 2D and 3D films, only modern equipment is used: Dolby Digital Surround EX and MasterImage acoustics, as well as huge screens with a special coating. In all cinema halls, very comfortable conditions for visitors were created: climate control and soft chairs.

In the foyer of the Cinema Gallery there is a play area, a fairly spacious cafe, fast food establishments (Suneki, Tashir-pizza, Rostiks, Kebab-tun, etc.) and popcorn- bar. This is an attractive local leisure center, where the residents of Elektrostal are shown all the latest cinema.

This is a whole complex where you can spend your free time pleasantly and profitably. In addition to the playgrounds, which are fully equipped for playing laser tag and paintball, guests are invited to visit a local cafe where delicious home-cooked dishes are prepared, a banquet menu, karaoke, as well as a relaxing sauna with a warm font.

What do tourists who have visited the city say? It is not tourist, but industrial. Attractions are quite specific, but overall interesting. Tourists were pleased with low prices.

Looking at the photo of the sights of the city of Elektrostal, you may want to go there and spendunforgettable weekend.

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40 facts about elektrostal.

Written by Lanette Mayes

Modified & Updated: 02 Mar 2024

Reviewed by Jessica Corbett

Elektrostal is a vibrant city located in the Moscow Oblast region of Russia. With a rich history, stunning architecture, and a thriving community, Elektrostal is a city that has much to offer. Whether you are a history buff, nature enthusiast, or simply curious about different cultures, Elektrostal is sure to captivate you.

This article will provide you with 40 fascinating facts about Elektrostal, giving you a better understanding of why this city is worth exploring. From its origins as an industrial hub to its modern-day charm, we will delve into the various aspects that make Elektrostal a unique and must-visit destination.

So, join us as we uncover the hidden treasures of Elektrostal and discover what makes this city a true gem in the heart of Russia.

Key Takeaways:

• Elektrostal, known as the “Motor City of Russia,” is a vibrant and growing city with a rich industrial history, offering diverse cultural experiences and a strong commitment to environmental sustainability.
• With its convenient location near Moscow, Elektrostal provides a picturesque landscape, vibrant nightlife, and a range of recreational activities, making it an ideal destination for residents and visitors alike.

Known as the “Motor City of Russia.”

Elektrostal, a city located in the Moscow Oblast region of Russia, earned the nickname “Motor City” due to its significant involvement in the automotive industry.

Home to the Elektrostal Metallurgical Plant.

Elektrostal is renowned for its metallurgical plant, which has been producing high-quality steel and alloys since its establishment in 1916.

Boasts a rich industrial heritage.

Elektrostal has a long history of industrial development, contributing to the growth and progress of the region.

Founded in 1916.

The city of Elektrostal was founded in 1916 as a result of the construction of the Elektrostal Metallurgical Plant.

Located approximately 50 kilometers east of Moscow.

Elektrostal is situated in close proximity to the Russian capital, making it easily accessible for both residents and visitors.

Known for its vibrant cultural scene.

Elektrostal is home to several cultural institutions, including museums, theaters, and art galleries that showcase the city’s rich artistic heritage.

A popular destination for nature lovers.

Surrounded by picturesque landscapes and forests, Elektrostal offers ample opportunities for outdoor activities such as hiking, camping, and birdwatching.

Hosts the annual Elektrostal City Day celebrations.

Every year, Elektrostal organizes festive events and activities to celebrate its founding, bringing together residents and visitors in a spirit of unity and joy.

Has a population of approximately 160,000 people.

Elektrostal is home to a diverse and vibrant community of around 160,000 residents, contributing to its dynamic atmosphere.

Boasts excellent education facilities.

The city is known for its well-established educational institutions, providing quality education to students of all ages.

A center for scientific research and innovation.

Elektrostal serves as an important hub for scientific research, particularly in the fields of metallurgy, materials science, and engineering.

Surrounded by picturesque lakes.

The city is blessed with numerous beautiful lakes, offering scenic views and recreational opportunities for locals and visitors alike.

Well-connected transportation system.

Elektrostal benefits from an efficient transportation network, including highways, railways, and public transportation options, ensuring convenient travel within and beyond the city.

Famous for its traditional Russian cuisine.

Food enthusiasts can indulge in authentic Russian dishes at numerous restaurants and cafes scattered throughout Elektrostal.

Home to notable architectural landmarks.

Elektrostal boasts impressive architecture, including the Church of the Transfiguration of the Lord and the Elektrostal Palace of Culture.

Offers a wide range of recreational facilities.

Residents and visitors can enjoy various recreational activities, such as sports complexes, swimming pools, and fitness centers, enhancing the overall quality of life.

Provides a high standard of healthcare.

Elektrostal is equipped with modern medical facilities, ensuring residents have access to quality healthcare services.

Home to the Elektrostal History Museum.

The Elektrostal History Museum showcases the city’s fascinating past through exhibitions and displays.

A hub for sports enthusiasts.

Elektrostal is passionate about sports, with numerous stadiums, arenas, and sports clubs offering opportunities for athletes and spectators.

Celebrates diverse cultural festivals.

Throughout the year, Elektrostal hosts a variety of cultural festivals, celebrating different ethnicities, traditions, and art forms.

Electric power played a significant role in its early development.

Elektrostal owes its name and initial growth to the establishment of electric power stations and the utilization of electricity in the industrial sector.

Boasts a thriving economy.

The city’s strong industrial base, coupled with its strategic location near Moscow, has contributed to Elektrostal’s prosperous economic status.

Houses the Elektrostal Drama Theater.

The Elektrostal Drama Theater is a cultural centerpiece, attracting theater enthusiasts from far and wide.

Popular destination for winter sports.

Elektrostal’s proximity to ski resorts and winter sport facilities makes it a favorite destination for skiing, snowboarding, and other winter activities.

Promotes environmental sustainability.

Elektrostal prioritizes environmental protection and sustainability, implementing initiatives to reduce pollution and preserve natural resources.

Home to renowned educational institutions.

Elektrostal is known for its prestigious schools and universities, offering a wide range of academic programs to students.

Committed to cultural preservation.

The city values its cultural heritage and takes active steps to preserve and promote traditional customs, crafts, and arts.

Hosts an annual International Film Festival.

The Elektrostal International Film Festival attracts filmmakers and cinema enthusiasts from around the world, showcasing a diverse range of films.

Encourages entrepreneurship and innovation.

Elektrostal supports aspiring entrepreneurs and fosters a culture of innovation, providing opportunities for startups and business development.

Offers a range of housing options.

Elektrostal provides diverse housing options, including apartments, houses, and residential complexes, catering to different lifestyles and budgets.

Home to notable sports teams.

Elektrostal is proud of its sports legacy, with several successful sports teams competing at regional and national levels.

Boasts a vibrant nightlife scene.

Residents and visitors can enjoy a lively nightlife in Elektrostal, with numerous bars, clubs, and entertainment venues.

Promotes cultural exchange and international relations.

Elektrostal actively engages in international partnerships, cultural exchanges, and diplomatic collaborations to foster global connections.

Surrounded by beautiful nature reserves.

Nearby nature reserves, such as the Barybino Forest and Luchinskoye Lake, offer opportunities for nature enthusiasts to explore and appreciate the region’s biodiversity.

Commemorates historical events.

The city pays tribute to significant historical events through memorials, monuments, and exhibitions, ensuring the preservation of collective memory.

Promotes sports and youth development.

Elektrostal invests in sports infrastructure and programs to encourage youth participation, health, and physical fitness.

Hosts annual cultural and artistic festivals.

Throughout the year, Elektrostal celebrates its cultural diversity through festivals dedicated to music, dance, art, and theater.

Provides a picturesque landscape for photography enthusiasts.

The city’s scenic beauty, architectural landmarks, and natural surroundings make it a paradise for photographers.

Connects to Moscow via a direct train line.

The convenient train connection between Elektrostal and Moscow makes commuting between the two cities effortless.

A city with a bright future.

Elektrostal continues to grow and develop, aiming to become a model city in terms of infrastructure, sustainability, and quality of life for its residents.

In conclusion, Elektrostal is a fascinating city with a rich history and a vibrant present. From its origins as a center of steel production to its modern-day status as a hub for education and industry, Elektrostal has plenty to offer both residents and visitors. With its beautiful parks, cultural attractions, and proximity to Moscow, there is no shortage of things to see and do in this dynamic city. Whether you’re interested in exploring its historical landmarks, enjoying outdoor activities, or immersing yourself in the local culture, Elektrostal has something for everyone. So, next time you find yourself in the Moscow region, don’t miss the opportunity to discover the hidden gems of Elektrostal.

Q: What is the population of Elektrostal?

A: As of the latest data, the population of Elektrostal is approximately XXXX.

Q: How far is Elektrostal from Moscow?

A: Elektrostal is located approximately XX kilometers away from Moscow.

Q: Are there any famous landmarks in Elektrostal?

A: Yes, Elektrostal is home to several notable landmarks, including XXXX and XXXX.

Q: What industries are prominent in Elektrostal?

A: Elektrostal is known for its steel production industry and is also a center for engineering and manufacturing.

Q: Are there any universities or educational institutions in Elektrostal?

A: Yes, Elektrostal is home to XXXX University and several other educational institutions.

Q: What are some popular outdoor activities in Elektrostal?

A: Elektrostal offers several outdoor activities, such as hiking, cycling, and picnicking in its beautiful parks.

Q: Is Elektrostal well-connected in terms of transportation?

A: Yes, Elektrostal has good transportation links, including trains and buses, making it easily accessible from nearby cities.

Q: Are there any annual events or festivals in Elektrostal?

A: Yes, Elektrostal hosts various events and festivals throughout the year, including XXXX and XXXX.

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Electrostal History and Art Museum

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