Moscow will be Fit and Football-Ready in 2018

The City of Moscow will have enough accommodation for guests attending the 2018 FIFA World Cup. This announcement was made by Sergey Shpilko, the Head of Planning of Moscow’s City Government, at a World Cup conference. 102 new hotels will be open before the World Cup and this will increase the number of available rooms from 50.000 to 65.000. Shpilko added that Moscow is also planning a campaign to present itself as a dynamic and successful city which is attractive to local and international tourists. 

Speakers at the Conference came from all over the world with combined expertise in travel, tourism and global sporting events. With the discussions focussed on the 2018 FIFA World Cup, Vladimir Chernikov, Head of Moscow’s Department for Multicultural Policy said that “We need a lot more hotels in the 3 and 4 star segment.” Looking at previous World Cups, Chernikov added: “We have to develop our own way of how to deal with the preparations while taking the local mentality into consideration as well.”

From left: Sergey Shpilko, Head of Planning of City of Moscow, Georgy Mokhov, Deputy Minister of Culture of the Moscow Region, and Volkhard Bauer, CEO of KhayaMedia

The biggest challenge for Moscow would be to transport the amount of fans to and from the airport. “We have a lack of busses”, Chernikov admitted. “We have to talk about these problems now, openly, so that we don’t face surprises at a later stage.” 

Georgy Mokhov, the Deputy Minister of Culture of the Moscow Region, expects many national federations to choose the Moscow Region for their Team Base Camp (TBC). Out of the 64 proposed TBC in Russia 16 will be around Moscow. “We are facing a problem to supply enough hotels to FIFA in the Moscow Oblast, the outskirts of Moscow”, Mokhov said. This is in line with the fact that many hotels prefer to stay open to other business and don’t want to be bound by the contract of Match Accommodation, the official FIFA provider.

The positive news is however that, in the greater Moscow Region, 114 hotels plan to open their doors for the World Cup and Mokhov is optimistic that these hotels will be open ahead of the tournament. Taking a look at other infrastructural needs, Mokhov commented: “The construction of new roads and the upgrading of existing ones are the biggest challenge we are facing.”

Volkhard Bauer, CEO of KhayaMedia, advised that hotels should be entitled to choose to whom they want to sell their rooms. KhayaMedia arranges accommodation for broadcasters and sponsors at large sporting events. “We are currently negotiating with a selection of hotels in Moscow”, revealed Bauer. “We are right on track to offer our clients great accommodation options in 2018.” With the turmoil FIFA is currently experiencing Bauer, a seasoned expert on World Cups, advised Russia to find its own solutions to the challenges. “Don’t expect much help from Zurich, where they are facing other problems – and find your own way. Create a new image of Russia. The people here are warm and open; this will attract visitors to the World Cup.”

Image adviser, Peter Knapp of Landor, presented ways of how to showcase Russia. His company has been involved in the branding of many other big events. “Leverage the positive stereotypes”, Knapp said. People would listen and take note of “Authentic truth”. “In your campaign to advertise Russia you should indulge your audience; create a desire and spark imagination.”

Last but not least and focussing on where all the action will take place, Rich Mkhondo, the former Chief Communications Officer of the 2010 World Cup, warned that some cities in South Africa had big problems with their stadiums. “Each city should have a plan right now of what to do with it later, after the World Cup”, said Mkhondo. South Africa has benefitted from the World Cup with a legacy that now includes an improved infrastructure system as well as a 10% increase in tourism since the final whistle blew.

All in all, with the array of topics discussed and the intense eagerness evident in Moscow’s organising team, it is clear that this city is focussed and on its way to present itself as a great World Cup host.