Big PR. The scientific brand as a driver of tourism development

On November 1, the Association of Public Relations Consulting Companies (AKOS) held a session titled "Big PR: The Scientific Brand as a Driver of Tourism Development" at the ATOM Museum, the Discover ATOM International Science and Tourism Forum. Using Russian and international examples, the panel examined how successful PR campaigns are helping museums and future science and tourism clusters gain popularity. Creative approaches, storytelling, and the use of local characteristics to create unique brands were discussed. Successful examples of public-private partnerships in the field of PR for scientific tourism were also explored.

"A country cannot be strong if it does not have a strong scientific foundation for creating scientific schools, innovative breakthroughs, and developing technological leadership. And, of course, strong science is a source of pride for some and envy for others," commented Andrey Lapshov, Chairman of the AKOS and President of the Insiders Consulting Group. "And modesty is definitely not needed here. It is essential to skillfully demonstrate one's technical achievements to the world, and to do so at a respectable level."

Science museums, museums of the future, are a recent trend that countries are using to position themselves as technological leaders. The trend toward scientific communications is giving rise to a whole new field of scientific tourism and helps shape the image of both local areas and countries with rich potential for building a comfortable technological future.

Moreover, the modern development of scientific communications accelerates exponentially if they have traditions and a historical context. Maria Zakharova, Russian diplomat, official representative of the Ministry of Foreign Affairs, and Director of the Information and Press Department of the Ministry of Foreign Affairs of Russia, devoted her speech to the historical and cultural context of scientific tourism in Russia. Natalia Kostenko, Deputy Chair of the State Duma Committee on Tourism and Tourism Infrastructure Development, described the legislative infrastructure and levers that could serve as additional drivers for the development of scientific tourism.

Pramod Grover, Director of the Science Museum (Science City), Kolkata, India, combined the concept of science tourism with intellectual tourism, which focuses on deep learning, intellectual engagement, and critical thinking. To grow this type of tourism, it is important to attract a wider and more diverse audience to science museums and science clusters. Visitor growth strategies include interactive and immersive exhibits (virtual reality (VR), augmented reality (AR), and other interactive technologies); relevant content (museums must ensure exhibits are relevant and accessible to people with varying levels of scientific knowledge); and storytelling (compelling stories that highlight the human side of science). Facilities that manage to balance showcasing cutting-edge achievements with preserving fundamental scientific knowledge are able to remain relevant over time.

In recent years, India has developed a unique model of science tourism based on a comprehensive communications program focused on organizing, hosting, and promoting science film festivals and outreach programs. National and international science film festivals introduce global audiences to India's scientific and cultural heritage, transforming scientifically significant sites into popular destinations for educational tourism. Film festivals not only educate but also encourage visitors to explore India's scientific attractions, combining knowledge with travel. New tourism trends are emerging, offering opportunities to explore paleoscience and geoheritage sites.

Phumzile Zonke, Director of Development for the Iziko Museum Group, South African Broadcasting Corporation (SABC), and Strategy Consultant for the Parliamentary Broadcasting Service of South Africa, presented the Iziko South African Museum case study. The museum group's brand is focused on bringing people together and connecting them with the world around them.

"The word 'iziko' means hearth—the traditional and symbolic social center of the home; a place associated with warmth, kinship, and the spirits of ancestors; a place where food is prepared and shared, stories are told, and knowledge is passed down from generation to generation. All museum communications are aimed at conveying to the public: 'Our museums are your museums!' Iziko strives to be a force for change and a leader in cultural heritage. Similarly, the 13 national museums that comprise Iziko are spaces for cultural interaction, where we can gather, share, learn, and connect with our history, art, nature, planets, and stars," explained Phumzile Zonke.

Olga Pestereva, Deputy General Director of Mikron JSC, the world's only chip factory open to industrial tourism, and Elena Mironenko, General Director of the ATOM Foundation for Assistance to Scientific, Educational, and Communication Initiatives, presented modern opportunities for learning, education, and development created by museums. The ATOM Museum, the youngest family-style science and technology museum in Russia and the world dedicated to the nuclear industry and its future, served as a platform for multilateral dialogue between representatives of the tourism and museum industries, as well as science popularizers from India, Brazil, China, South Africa, the United Arab Emirates, and other BRICS countries, during the Discover ATOM International Science and Tourism Forum.

The session was moderated by Andrey Ermoshkin, Head of the AKOS International Relations Committee and Executive Director of the Interium digital agency.

"Scientific tourism is a new trend for attracting international visitors. It's not just tourism; it's a response to the demand for edutainment: a combination of education, entertainment, and personal development," noted Andrey Ermoshkin. "For example, as part of our overall strategy for promoting Russia as a tourism brand in China, we showcase the country from multiple perspectives—not only as a land of natural wonders and cultural heritage, but also as a hub of knowledge, science, and ideas, highlighting leading universities, academic cities, student life, international programs, and innovative projects. Modern Chinese tourists seek a comprehensive experience that combines impressions, learning, and personal development."

Russia Promotion Strategy from the Digital Agency "Interium"

We are shaping the image of a knowledge-based country through four key areas:

• Promoting universities and academic centers
• Forging partnerships with universities, technology parks, and science museums
• Launching digital formats: virtual laboratory tours, scientific storytelling
• A focus on innovation, sustainable development, and future technologies

Each group has its own approach and communication channels. Key promotion tools: partnerships with universities, digital formats (virtual tours, podcasts), and working with opinion leaders through blog tours. Science is visual and trendy. We use sci-art to attract a young and urban audience.