Translation. Region: Russian Federation –
Source: Peter the Great St. Petersburg Polytechnic University –
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Fourth-year students of the Higher School of Media Communications and Public Relations at the SPbPU Institute of Humanities, Maya Kazakova and Daria Savvateeva, won the All-Russian student project competition "Tourism Potential of Siberian Regions" with their creative concept for the urban educational and tourism quest "AZIMUT HOTELS: Siberian Code."
The winners of the "Siberian Code" project aim to develop Novosibirsk's territorial identity and enhance its tourist appeal through a modern format that combines gamification, storytelling, and partnerships with the city's cultural institutions.
The project's goal is to engage tourists in a historical, cultural, and scientific narrative that reveals the essence of Novosibirsk. The authors note that, unlike traditional tours, their case makes the city route interactive, targeting a digital audience aged 18–45, who are open to new formats and the active exchange of experiences on social media.
We offered Novosibirsk residents and guests a lively dialogue with the city. The idea is for the hotel to become a conduit for Novosibirsk's semantic layers—from its cultural cluster to its scientific heritage. "The Siberian Code" is an attempt to "assemble" the city into a story that can be experienced with the main characters," explained project co-author Maya Kazakova.
The "Siberian Code" route covers key points of the city's identity: the railway station, the opera and ballet theater, the philharmonic and musical theater, the local history and art museums, the Alexander Nevsky Cathedral, and the pharmacy museum.
The concept is based on a sequential progression through locations using game mechanics, hints, and digital tools. The focus is on balancing educational and entertaining components, engaging partners to offer prizes and discounts, and creating lasting connections between participants, cultural venues, and the hotel brand.
Marina Arkannikova, Director of the SPbPU Graduate School of Management and Social Sciences, noting the important role of the project's mentor, Associate Professor Irina Melnikova, emphasized the significance of the work for both the Polytechnic University and Novosibirsk: "This case demonstrates how our future graduates are already adept at working at the intersection of various fields of social engineering. The students not only presented a compelling approach in terms of methodological approaches but also proposed a philosophy for the city's brand, its values and semantic components. This is a crucial indicator that the Polytechnic University is preparing specialists capable of addressing the challenges of the city, society, and business—responsibly, measurably, and with consideration for the needs and values of their audiences and the objectives of Russia's cultural sovereignty."
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