Any travel guide will recommend a country’s major museums — typically large institutions housing iconic collections and historic artifacts. But not every museum possesses world masterpieces. Those unable to attract visitors through name recognition or rare exhibits must find alternative approaches.
Active social media presence, partnerships with international publications, collaborations with influencers, and participation in city-wide events all become part of audience engagement strategies. However, attracting foreign visitors requires specialized tactics: addressing language barriers, adapting cultural contexts, and presenting local narratives accessibly yet compellingly.
Competitive landscape: What promotion strategies help museums stand out?
International audience engagement: How do Russian and foreign museums approach global promotion?
Overcoming language and cultural barriers: Which museum features should be emphasized to appeal to international tourists?
Speakers: Anna Antipenko, Director, New Jerusalem Museum Elena Lavina, Head of External Relations Department, Russian Ethnographic Museum Janet Marzouk, Head of Exhibitions and International Relations Department, Coptic Museum & Ministry of tourism and antiquities (Egypt) Samvel Oganesyan, Deputy Director for Research, National Gallery of Armenia