Yekaterinburg unveils new tourist slogan amid mixed reactions

Yekaterinburg's bold new slogan sparks debate over city identity

Yekaterinburg Mayor Alexei Orlov Holds Meeting on City's New Tourist Brand

Alexei Orlov, the head of Yekaterinburg, convened a session of the Council for the Preservation and Development of the City's Cultural Heritage—known as the Council of the Engaged—where prominent local figures discussed the creation of a new tourist brand for the city. The event took place at the Belinsky Sverdlovsk Regional Universal Research Library.

"Our city is not standing still—it is evolving rapidly, and now is the time to rethink how we promote it," Orlov said at the start of the discussion. "To give fresh momentum to tourism and draw attention to our unique strengths, we need to redefine how Yekaterinburg is perceived—both how it sees itself and how it wants to present itself to the world. A strong, recognizable tourist brand isn't just about attracting visitors; it's about fostering a vibrant environment for living, working, and self-realization for everyone who calls Yekaterinburg home. This is an investment in the future that will pay dividends through economic growth, cultural enrichment, and a stronger global image for the capital of the Urals."

The concept behind Yekaterinburg's updated tourist identity was presented by project curator Nikita Kharisov and Dmitry Domik, strategy director at the Voskhod advertising agency. They explained that the development process included large-scale research, comparing the city with competitors, surveying travelers, and interviewing residents. The findings revealed that many Russians still associate Yekaterinburg primarily with its industrial past, the execution of the Romanov family, and Boris Yeltsin's political legacy. Locals, however, often describe their city as freedom-loving and multicultural, yet with a resilient, no-nonsense character.

Based on public opinion surveys, the team formulated three potential branding concepts: "Everything, Everywhere, All at Once—Ural Style,""The Essence Lies Within," and "The City of New Culture." Each was tested with the target audience, and the second option ultimately won out.

Nikita Kharisov clarified that the chosen concept, "The Essence Lies Within," carries a promise for first-time visitors: "Yekaterinburg will reveal more to you than you expect and prove far more fascinating than you imagine." He emphasized that this idea should serve as the foundation for developing the city's tourist brand, shaping its visual identity and communication strategy.

The presentation sparked debate among council members. For instance, Alexander Ryzhkov, acting director of the Department of Political Science and Sociology at UrFU, argued that the developers had simply listed well-known facts about Yekaterinburg without offering any groundbreaking ideas. "There's a critical issue—our city is first and foremost associated with the execution of the royal family. That's our cross to bear, a heavy one that shapes negative perceptions. We need something positive to offset these dark chapters of history. I didn't see that in your concept," he noted.

Film director Alexei Fedorchenko pointed out that the problem lies in the slogan itself—"The Main Thing Is Inside"—since it could apply to virtually any location. "I'd never visit a city knowing only that 'the main thing is inside.' Because what's inside is always more interesting than what's outside. Unfortunately, we didn't get a slogan as striking as Moscow's 'City of Demons'—something that would instantly evoke Yekaterinburg. And 'City of Demons' isn't an insult; it's empowering. It's a city of demons, and they're cool. That's the kind of thing we need," he said.

Alexei Orlov remarked that the developers had outlined the essence of Yekaterinburg's tourist identity rather than a finished brand or slogan. "Serious, systematic work has been done. Let's take another look at this presentation—it's a creative process, after all," he added.

Yekaterinburg, Valentina Yaroslavtseva