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НЕФТЯНАЯ ПЛАТФОРМА

Середина июня, дорогой московский ресторан. Почти весь зал невольно обращает внимание на два стола — за обоими говорят по-арабски. В городе уже больше года практически нет иностранных туристов, поэтому редкие гости вызывают интерес, почти как во времена Советского Союза. За одним столом женщины одеты согласно мусульманским обычаям, за другим — по-европейски. На мой вопрос, откуда они, последние отвечают, что из Эмиратов. Рассказывают, что приехали как туристы, «по программе Chilling & Shopping». Они такие не одни — покупателей из стран Ближнего Востока легко встретить и в ЦУМе, и в ГУМе, и в Столешниковом, и в Третьяковском. Можно ли говорить, что их появление в Москве — это тенденция? И смогут ли они заменить (временно или надолго) китайских туристов?

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Кто все эти люди?

На последний вопрос можно ответить сразу, и ответ этот будет, увы, отрицательным. В допандемийные годы в Россию приезжало по 1,5 миллиона китайских туристов в год, из них половина в Москву и Санкт-Петербург. Даже при нынешних темпах роста до таких цифр турпоток из стран Ближнего Востока доберется только через десятилетия.

?

Тем не менее факт остается фактом — китайцы, немцы, американцы, израильтяне и граждане Южной Кореи покинули первую пятерку российского туризма, а Объединенные Арабские Эмираты туда вошли и заняли четвертое место, став первой ближневосточной страной в этом негласном рейтинге. В первом квартале 2021 года Россию посетило 1,83 миллиона иностранных граждан, из них с целью туризма — 13,35 тысячи (на 95% меньше аналогичного периода в 2020 году), следует из данных Погранслужбы ФСБ РФ. Впервые в топ-5 самых больших рынков въездного туризма вошла ближневосточная страна — четвертое место заняли Объединенные Арабские Эмираты (ОАЭ), правда, в абсолютных цифрах результат не самый выдающийся — 944 человека, это чуть меньше, чем из Сербии, и в три раза меньше, чем с Кубы.


Куда больше обнадеживают данные Мостуризма, поскольку включают в себя весну: за 5 месяцев 2021 года столицу посетило порядка 8 тысяч гостей из стран Ближнего Востока. Больше всего туристов оттуда приезжало в мае — на этот месяц пришлось 50% всех прибытий относительно января—апреля нынешнего года. Более 58% турпотока стран Ближнего Востока сформировали ОАЭ (2900 человек, или в 8 раз больше, чем в январе—апреле 2021 года), Катар (363 человека, или в 34 раза больше) и Саудовская Аравия (46 человек, или в два раза больше).


Индивидуальные туристы из Катара начали активно посещать РФ начиная с марта 2021-го, когда были возобновлены прямые регулярные рейсы из Дохи в Москву, уточняет генеральный директор Qatar-Russia Experience (QRE входит в состав Катарско-российского центра сотрудничества (QRCC) Екатерина Щербатенко. Только в мае страну посетило почти 400 человек (столько же, сколько за весь 2015 год), а по итогам 2021-го ждут не менее 3000 человек.


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Конечно, в сравнении с доковидным числом туристов из Китая или европейских стран посещаемость России туристами с Ближнего Востока кажется ничтожной. И все-таки гостей оказалось достаточно, чтобы их заметили многие из опрошенных The Blueprint игроков рынка люкса. Кроме того, ближневосточные туристы традиционно считаются «дорогими» — они приезжают надолго, большими семьями или делегациями и тратят намного больше, чем гости из Китая или европейцы.


Рост числа туристов из стран Ближнего Востока заметили и в ресторанном сегменте. В Maison Dellos (рестораны «Кафе Пушкинъ», «Турандот», «Матрешка» и другие) этому вовсе не удивились, потому что давно прогнозировали, в том числе консультируясь с коллегами из гостиничного бизнеса, рассказывает директор по маркетингу Maison Dellos Алена Шварц. «Паспорт не спрашивали, но судя по языку, на котором разговаривают гости, делаем вывод, что они могут быть из арабских стран», — предполагает сооснователь пиар-агентства PRprosto Кристина Нечитайленко (работает с ресторанами Twins Garden, Bjorn, сетью «Кофемания»).


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Для московских люксовых отелей арабские страны всегда были одним из самых желанных и важных рынков. Пиком подтверждения тезиса «арабский турист = дорогой турист» стал визит короля Саудовской Аравии в 2017 году. Тогда монарха сопровождала делегация численностью около тысячи человек, и на четыре дня визита король и его свита заняли все свободные номера пятизвездочных отелей вокруг Кремля и Красной площади, на что потратили по меньшей мере $3,3 миллиона, писал РБК.


«Балчуг Кемпински Москва» всегда успешно принимал гостей из стран Ближнего Востока, включая членов королевских семей и глав государств, подтверждает директор отеля Лада Самодумская. Май этого года показал стремительный рост числа принимаемых путешественников из Арабских Эмиратов, Катара и других стран. Сейчас они входят в число топ-5 рынков для пятизвездочных отелей Москвы, а в первой декаде июня составляли уже от 30 до 50% от общего количества проживающих гостей. В «Балчуге» ожидают стабилизацию спроса и некоторое снижение потока в связи с текущим обострением ситуации с ковидом в России, тем не менее уверены, что это лето станет рекордным по процентному соотношению туристов из стран Ближнего Востока к общему количеству постояльцев в люксовом сегменте московских гостиниц.


Почему сейчас?

Впервые тенденция к росту числа арабских гостей проявилась в период проведения чемпионата мира по футболу в 2018 году. Тогда приехало много гостей, в том числе из Катара — страны — хозяйки чемпионата 2022, а также из Саудовской Аравии — страны — участницы чемпионата. Гости приехали, им понравилось, и они вернулись в следующем году. «Уже в 2019-м мы почувствовали всплеск», — вспоминает директор по продажам и маркетингу «Ритц-Карлтон Москва» Оксана Леоненко. (Она также подтверждает, что в 2021 году в отеле выросло число ближневосточных гостей, в основном из ОАЭ и Катара, сразу после окончания Рамадана).


Объяснить нынешний всплеск довольно легко. Начиная с апреля в большинстве стран Ближнего Востока становится очень жарко, и многие местные жители уезжают в Европу. Но в этом году по понятным причинам в Европу ехать не очень интересно: многие развлечения еще недоступны, массовые мероприятия отменены или ограничены, досуговые учреждения закрыты. А в Москве и Петербурге можно найти им сопоставимую замену — за минусом действующих в Европе ограничений.


Впрочем, вполне вероятно, что не всех гостей из Катара можно назвать туристами, не покривив душой. В этом году Катар стал страной — гостем ПМЭФ (эту роль ежегодно исполняет только одно государство), и в мае для участия в мероприятии прибыло больше 300 человек — членов делегации (всего делегация насчитывала 400 человек). Присутствие и работу делегации Катара на ПМЭФ-2021 организовал Катарско-российский центр сотрудничества (QRCC). А его подразделение Qatar-Russia Experience также в дни форума провело «Катарские дни» в петербургском универмаге Au Pont Rouge. Много мероприятий было и в Москве, среди самых крупных — конференция Катарского банка развития, организованная тем же QRE, где экспортеры из Катара знакомились и настраивали бизнес-отношения с российскими производителями в соответствующих секторах экономики малого и среднего бизнеса.

Сколько тратят?

Граждане стран Персидского залива (GCC) — рекордсмены по туристическим тратам в странах посещения. Согласно данным Всемирной туристской организации (UNWTO), в год до пандемии их расходы на международный туризм превысили $60 миллиардов. Туристы из Саудовской Аравии, ОАЭ, Катара, Кувейта, Бахрейна и Омана за границей тратят в шесть раз больше, чем международный турист в среднем. Так, средняя величина транзакции для катарца составляет $3472, для кувейтца $2920, для гражданина ОАЭ — $1738. В период с 2010 по 2017 год международные расходы на душу населения этой демографической группы увеличились на 60%. А траты на товары, подпадающие под действие Tax Free, выросли на 36%.

Катар - $3472

Кувейт - $2920

ОАЭ - $1738


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В Москве расходы GCC-туристов сопоставимы с международными. По данным Мостуризма, в среднем они тратят $1,7–3 тысячи за транзакцию. Среди услуг, которые обязательно заказывают туристы из Катара и ОАЭ, — персональный шопинг в крупных универмагах, ЦУМе и ГУМе, рассказывает сотрудник московского консьерж-агентства (на условиях анонимности). Их выбирают по нескольким причинам: расположение в центре, ассортимент брендов, а также сам принцип шопинга в department store, устроенных как многие моллы на Ближнем Востоке. Среди других адресов — ДЛТ (если российский визит включает поездку в Санкт-Петербург) и «Центральный детский мир» (как правило, гости приезжают с детьми, и поход в магазин игрушек обязателен). В Bosco di Ciliegi (владеет ГУМом, Петровским пассажем) подтвердили, что поток клиентов из стран Ближнего Востока вырос и в бутиках, и в ресторанах. В ЦУМе же в ответ на запрос The Blueprint отказались от комментариев. Рост числа покупателей из стран Персидского залива анонимно подтвердили в двух бутиках Столешникова переулка, а сторонние наблюдатели чаще всего замечают ближневосточных, как им кажется, туристов у витрин Hermès, Chanel и Fendi.

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ОАЭ

Останутся или уедут?

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Рост числа туристов радует, но можно ли надеяться, что он будет устойчивым? В 2018-м в Россию приехало небывалое количество гостей из стран Латинской Америки, но уже в следующем году, когда чемпионата мира не проводилось, их число снизилось почти по всем странам: из Бразилии — на 18,5%, из Аргентины — на 38%, из Колумбии — на 29,2%, а из Уругвая — на 27%. Но Ближний Восток собеседники The Blueprint терять не хотят.

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Во-первых, интерес к этому рынку проявляется на государственном уровне. Глава Ростуризма Зарина Догузова подтверждает, что ведомство работает над программой комфортного пребывания для туристов из мусульманских стран. В дни ПМЭФ 2021 руководство Петербурга и генеральный директор авиакомпании Qatar Airways объявили о намерении развивать взаимные туристические и деловые пассажиропотоки. В рамках этого развития Qatar Airways планирует запустить прямые авиарейсы между Петербургом и Дохой, а также открыть в Петербурге гостиницу. В начале июня Россия и Иран подписали программу совместных действий до 2023 года, по которой туристы из обеих стран смогут путешествовать в Иран и Россию без виз в составе организованных групп.


Мостуризм также называет Ближний Восток одним из приоритетных направлений. В ближайшее время ведомство планирует провести цифровое мероприятие для представителей туротрасли этого направления, что позволит объединить игроков туристического бизнеса разных стран, показать им возможности и потенциал Москвы как интересного и перспективного направления для поездок, найти нужные контакты и заключать сделки.


К ближневосточным туристам Москва готова лучше, чем к китайским 8–10 лет назад. Уже сейчас гости из арабских стран могут чувствовать себя вполне комфортно: в городе несколько мечетей, сервис в отелях и многих ресторанах Halal friendly, хорошо развит рынок роскоши. Нет даже нужды переводить на арабский вывески и ценники в магазинах: многие граждане Катара или ОАЭ выросли и учились в США или Великобритании и свободно говорят по-английски.


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«Мы только в начале пути, но, безусловно, знаем все потребности туристов: персонал обучен, как к ним правильно обращаться, какую еду и напитки они предпочитают (финики, арабский кофе), какой способ коммуникации им наиболее удобен (личный контакт и WhatsApp), в чем особенности размещения с детьми и семьями (нужны номера-коннекторы, когда несколько номеров и люкс рядом объединяют друг с другом)», — поясняет Оксана Леоненко. «Балчуг Кемпински Москва» тоже давно следит за предложением для гостей из разных стран. Для туристов-мусульман в меню отеля — в том числе на завтраке — есть блюда из халяльных продуктов, а в номера кладутся специальные молельные коврики и Кораны. Среди сотрудников есть люди, владеющие арабским языком.


У Maison Dellos особые отношения с Катаром: это единственный российский ресторанный холдинг, который открыл в Дохе ресторан. Тогда, к его открытию в 2018 году, в партнерстве с Национальным агентством по туризму Катара ежегодный гастрономический фестиваль «Сетомания» сделали тематическим и посвятили Катару. Поэтому сейчас в компании были готовы к увеличению числа гостей из стран Ближнего Востока и понимают, как с ними работать. Но на достигнутом не планируют останавливаться: продолжают думать, мониторить рынок и планируют активности в ресторане в Дохе с катарскими партнерами.


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РФ

РФ

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В Bosco di Ciliegi и ЦУМе на запрос о планах по работе с клиентами из стран Ближнего Востока не ответили. Ну а в Qatar Russia Experience уверены и в том, что число катарцев, желающих посетить Россию, будет расти, и в том, что Москва и Петербург будут успешно конкурировать за катарских туристов с другими европейскими городами. А если количество прямых рейсов Qatar Airways вернется к прежней частоте — 4 регулярных рейса в день, — то турпоток из Катара достигнет показателей 2018 и 2019 года к 2022-му.

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