Published on: 2026-06-04
Source: Moscow Government – Moscow Government –
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Moscow held an official reception in China for representatives of the hospitality industry and delegations of Chinese cities. The guests of the event were presented with the tourism potential of the Russian capital.
More than 100 companies — representatives of China’s tourism industry, as well as mayors of several cities — participated in the event. The central event was a speech dedicated to the development of bilateral cooperation between Moscow and Beijing. The Chairman of the Moscow City Tourism CommitteeEvgeny KozlovAnd the director of the Department of Culture and Tourism of Beijing, Gu Huaigan, spoke about the results of the joint work of the cities and outlined the promising directions of further partnership. The parties emphasized that Moscow and Beijing remain key tourist capitals of their countries and are interested in increasing mutual tourist flow.
At the event, an updated creative strategy for promoting Moscow in the Chinese market was also presented. It was developed jointly with one of the leading creative agencies in China. This allowed for the most accurate consideration of the specifics of the foreign audience, including its visual preferences, cultural characteristics, and current consumer trends. The creative framework “Discover new surprises” reveals the multifaceted nature of the Russian capital: Moscow positions itself as a city that simultaneously combines cultural and historical heritage with new technologies and modern architecture.The strategy reflects the ability of the Russian capital to offer a completely different experience. Visitors can see historical estates and objects of Soviet heritage, visit modern art venues and innovative urban spaces, try dishes of classic Russian cuisine, and get acquainted with world-class gastronomic projects.
At the end of the business program, the presentation of the Moscow Mayor’s project took place“Summer in Moscow”. Representatives of the cityCommittee on Tourismshared with Chinese colleagues a calendar of summer events and a special tourist offer of the capital, formed taking into account the interests of guests from the People’s Republic of China.
Every year, Moscow is visited by an increasing number of foreign tourists. According to the 2025 results, the city received 2.8 million foreign guests. At the same time, the overall tourist flow from far abroad countries increased by 16 percent. A significant part of it is made up of residents of China — more than 470 thousand tourists.
Moscow is systematically developing resources to raise awareness among tourists from abroad about leisure opportunities in the capital. Thus, in June of last year, a digital tourist ecosystem appearedDiscover Moscow. It is presented in English and Chinese. On the portal, you can find everything you need: an interactive map, an event poster, reference information about attractions, public catering and hotels, and up-to-date transport data.
Moscow is actively developing relations with China, including through joint business projects. In March 2026, a special business mission took place in Shanghai and Hangzhou. Previously, Moscow hoteliers, tour operators, MICE organizers, and representatives of the restaurant business met with partners in Beijing, Chengdu, Harbin, Hong Kong, and other Chinese cities. Residents of China can get acquainted with Moscow through accounts on Chinese social networks, the Discover Moscow portal in Chinese, and international cultural festivals.Muscovites, in their turn, immerse themselves in Chinese culture thanks to museum initiatives and cultural events, and also try national cuisine in city cafes and restaurants.
Moscow international projects are highly valued in China itself. The “Moscow Seasons in Beijing” in 2025 received the China Golden Awards for Excellence in Public Relations. At the opening of the “Moscow Maslenitsa in Beijing” festival, representatives of Moscow and Beijing signed a memorandum on tourism cooperation. Such projects create sustainable interest and form long-term ties between countries.
Moscow and Beijing have agreed on cooperation in the field of tourismKokoshniks, Gzhel and VR tours: how “Moscow Maslenitsa in Beijing” went
“Summer in Moscow” — the main event of the season, which has already become a good tradition and an integral part of the life of the capital. The main theme of this year is  «Time to be together». The project unites people of different generations around common values, allows to become closer not only with relatives, but also with the whole city on a walk, cultural and sports events, charity campaigns, as well as right next to the house in all districts of the capital.
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