One of the themes of the Forum is intangible heritage as part of the city's DNA

2022 will be the year of the folk art and the intangible cultural heritage of the peoples of Russia. It will be discussed at the session "Intangible heritage as part of the city's DNA" of the section "Creative Environment and Urbanism."

The digital library of the Russian ornaments, the historical environment restoration festival, the specifics of the national cuisine — all these are the constituent elements of the intangible culture, ways of its preservation, strengthening and promoting with the compatriots and the country guests. Their role in shaping the image of Russia on the international arena, sparking interest in its culture and tourism development is no less important than one of recognizable architectural works. However, to promote intangible heritage new memorable images are required to develop efficient communications with foreign tourists. What are they and how to correctly form the ways of their presentation? How to deal with negative stereotypes? These and other issues will be discussed by the session participants — Russian architects, cultural figures, representatives of the tourism sector and foreign experts.

The session is attended by: Ekaterina Pronicheva, Chairwoman of the Moscow Tourism Committee, Sergey Meshalkin, Creative Director of the Moscow Tourism and Hospitality Development Committee, Alexander Tsimailo and Nikolai Lyashenko, architects, co-founders of the Tsimailo Lyashenko and Partners architectural bureau, Vladimir Raevsky, Russian journalist, TV and radio host, producer, Maria Loleit, author of the idea and creator of Ornamika, online library of patterns and ornaments in Russia, Andrey Kochetkov, founder of the Tom Sawyer fest project, Andrey Shmakov, chef, TV host of culinary shows, Daisy Fan, researcher, lecturer at the University of Bournemouth (UK) and Jan Ferenczak, European Festival of Crafts in Kezmarok (Slovakia). Pedro Vahe, Regional Director for Russia and the CIS at VISITFLANDERS, the Flanders government agency for tourism development, will also speak at the session online.

"Despite the fact that architecture is a material phenomenon, it also forms the country image in the minds of the other states residents. Therefore, within the framework of our section, intangible heritage is a very important topic for discussion. This is the culture that we are eventually talking about at the forum," said Sergey Kuznetsov the head of the section "Creative Environment and Urbanism," Chief Architect of Moscow.

According to Daisy Fan, cultural and social specificities are important components of the country’s image in tourism. It is also critical how the local residents present and interpret themselves, their culture and history, since tourist marketing needs a feeling of "humanness".

"The word ‘heritage’ itself has not become ingrained in the vocabulary of our citizens in the context of physical objects yet. It’s even more complicated for intangible heritage. That’s why it’s critical to unwind this tangle of meanings that create a unique ‘flair’ of each territory," Andrey Kochetkov says.