state tourism taglines

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States try to lure tourists with catchy slogans

By Vinita Nair

May 18, 2014 / 7:42 PM EDT / CBS News

NEW YORK - AAA says more than 36 million Americans will travel 50 miles or more away from home on Memorial Day weekend.

If you're unsure where to go, there are 50 state tourism departments eager to host you. Each has its own pitch, including a new one out this week: "Visit Nebraska. Visit nice."

The state of Nebraska wants you to visit and it's spent three months and $75,000 researching its new slogan. Here's what it unveiled earlier this week:

"Visit Nebraska. Visit nice."

"The purpose of this campaign is to get people to come off the interstate highway when they're driving through Nebraska as fast as they can, but nice isn't going to get them off the highway," said Professor Sharr Prohaska.

Prohaska, who teaches about branding and tourism at New York University, says there is a technique to creating a successful slogan.

"You have to catch them. It's like fishing. You have to have something that just catches them right away," she said.

How can a state know if an ad is successful?

"For every dollar that goes into their advertising, the return on that dollar can be anywhere from in some states as low as $48, in some states around $330," Prohaska said.

Some ads have been so successful they've gone international, like Virginia's ad proclaiming it "is for lovers" and New York's famous "I (heart) NY" campaign. Ten years ago, advertising firm R&R created the "What happens here stays here" slogan for Las Vegas.

It isn't just that the ads are clever- they can generate tourism dollars. From 2012-2013, all 50 states combined spent more than $450 million for advertising and promotion, according to the U.S. Travel Association .

Nationwide, tourism generated $888 billion in direct spending last year, the association says.

An unsuccessful ad gets pulled almost immediately, like Washington state's "SayWa" campaign, which was retired in just six months. Alaska's "B4UDIE" ad that lasted about 30 days.

Prohaska says branding a state in just a few words isn't easy.

"When there's so much competition you have to stand out. You have to distinguish yourself," Prohaska said.

Her fear is that people who see Nebraska's new ad won't have anything nice to say.

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State Tourism Slogans: Key to Success or a Waste of Time?

Samantha Shankman, Skift

April 3rd, 2015 at 2:03 PM EDT

Even if consumers don't recognize a state tourism slogan, its ability to facilitate the organization of the state's tourism industry around a single theme or message should help boost the destination's long-term branding and attractiveness.

Michigan is pure , Louisiana is passionate , and Virginia is for lovers , according to the state tourism slogans adopted and promoted by these states’ tourism boards.

Almost every state has a tourism slogan, a two- or three-word line that hopes to capture the spirit of a destination, but their ultimate role in attracting visitors is open to debate. The sometimes-million-dollar campaigns built around the slogans can be a lynchpin for a state’s marketing efforts, but do consumers really care or even know the personas that states are pushing?

Testing Awareness

To test the awareness of the general American consumer, we took one of the oldest and most famous of state tourism slogans, “Virginia Is For Lovers,” and asked 500 random respondents through Google Consumer Surveys to identify the state associated with “is For Lovers.”

Older respondents, aged 55 to 64, were the most likely to correct choose Virginia while younger respondents, aged 18 to 24, were the least likely. This is an interesting data point given the considerable focus that brands have on millennial travelers.

Given the underwhelming response to our survey, we sought out state tourism boards that have put significant efforts into building and spreading their slogans. Although each consider the slogan an integral piece of their marketing make-up, there is no proven method for measuring and testing their continued effectiveness.

Tourism leaders (below) from Virginia, Michigan and Louisiana share their experiences developing and maintaining their slogans.

State’s Branding Lessons

“Virginia Is For Lovers,” for example, was developed by an agency in 1969 and remained the the state’s slogan for the past 45 years. In that time, it’s become a part of the state’s overall branding, co-opted by local businesses and even merchandized.

“The accrued value of 45 years as a tourism slogan is almost immeasurable,” says Thad Smith, Virginia Tourism ’s brand director. “The slogan tends to be used organically, in conversation — it has become part of the fabric of Virginia. It represents equally the entire state.”

The tourism board continues to measure the efficacy of the slogan through visitor input, but it has in many ways taken on a life of its own.

Michigan’s tourism slogan, “Pure Michigan,” is just shy of a decade old and an agency likewise created it. Ad agency McCann Erickson spent three years conceiving and refining the concept before winning the account in February 2006. It continues to evaluates the slogan based on travel to Michigan, traveler spending in Michigan, return on advertising investments, and consumer surveys.

Just as important as a slogan drawing visitors to a destination is an ability to internally organize an organization’s marketing strategy and tone behind a single concept or message.

“When we launched the campaign in 2006, we underestimated the power that a good campaign could bring to the travel industry and the DMOs (destination marketing organizations),” says David West, vice president of Travel Michigan .

“The Pure Michigan campaign became a rallying cry for the entire state and offered the opportunity to align our partners and the industry underneath one core idea: Pure Michigan. All of a sudden, everyone was singing from the same song sheet and delivering consistent message.”

Louisiana, on the other hand, spent significantly less time and money on the creation of its tourism slogan, “Pick Your Passion.” Lt. Governor Jay Dardenne created the slogan and logo quickly upon his appointment with the goal of driving traffic to Louisiana Travel’s  website , where consumers can research and plan trips based on their passions.

The organization last evaluated the effectiveness of the slogan in July 2014 and found recognition and positive response rise to 75 percent in an RRC Associates poll.

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Photo credit: Everyone knows that "Virginia Is For Lovers," or do they? Virginia Tourism

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National Tourism Day 2020: Slogans used by Indian states to promote tourism

The national tourism day is celebrated on january 25 every year to raise influences, awareness within the international community and to demonstrate how it affects social, cultural, political and economic values worldwide. .

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India is one of the oldest known to humanity. It is an ancient land of rich culture, heritage, geographical, historical and religious influences. To raise influences, awareness within the international community and to demonstrate how it affects social, cultural, political and economic values worldwide National Tourism Day is celebrated. The National Tourism Day is celebrated on January 25 every year. It was established by the Indian government to raise awareness of the importance of tourism for the country's economy.

Indian states

India is divided into different states and all of the states are endowed with ancient cultural heritage and natural beauty that has always been an attractive tourist destination. Thus India has great potential to become one of the leading tourism destinations in the world.

National Tourism Day 2020: Indian states and tOURISM SLOGAN

World tourism day.

Tourism nowadays has become continuously growing and developing economic sectors because of the occurrence of various attractive and new destinations for tourists. It has become the main source of income for developing countries. Hence, World Tourism Day is celebrated every year on September 27th each year aiming to aware the people about the importance of tourism.

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Do You Know All The 50 States’ Slogans?

Each of the 50 states has a slogan associated with it, which you'll often find on license plates. does your state have a fitting moniker see the list.

Here’s a list of the fifty states and the slogans associated with each—many of which appear on license plates. Do you think your state has a fitting slogan?

The 50 States’ Slogans

• Alabama – Yellowhammer State
• Alaska – The Last Frontier
• Arizona – The Grand Canyon State
• Arkansas – The Natural State
• California – The Golden State
• Colorado – The Centennial State
• Connecticut – The Constitution State
• Delaware – The First State
• Florida – The Sunshine State
• Georgia – The Peach State
• Hawaii – The Aloha State
• Idaho – The Gem State
• Illinois – The Prairie State
• Indiana – The Hoosier State
• Iowa – The Hawkeye State
• Kansas – The Sunflower State
• Kentucky – The Bluegrass State
• Louisiana – The Pelican State
• Maine – The Pine Tree State
• Maryland – The Old Line State
• Massachusetts – The Bay State
• Michigan – The Great Lakes State
• Minnesota – The North Star State
• Mississippi – The Magnolia State
• Missouri – The Show Me State
• Montana – The Treasure State
• Nebraska – The Cornhusker State
• Nevada – The Silver State
• New Hampshire – The Granite State
• New Jersey – The Garden State
• New Mexico – The Land of Enchantment
• New York – The Empire State
• North Carolina – The Tar Heel State
• North Dakota – The Peace Garden State
• Ohio – The Buckeye State
• Oklahoma – The Sooner State
• Oregon – The Beaver State
• Pennsylvania – The Keystone State
• Rhode Island – The Ocean State
• South Carolina – The Palmetto State
• South Dakota – Mount Rushmore State
• Tennessee – The Volunteer State
• Texas – The Lone Star State
• Utah – The Beehive State
• Vermont – The Green Mountain State
• Virginia – The Old Dominion State
• Washington – The Evergreen State
• West Virginia – The Mountain State
• Wisconsin – The Badger State
• Wyoming – The Equality State or The Cowboy State

Make it a game! This is also a great list with which to quiz your kids, friends and other family members!

Ever wonder how many of these state slogans and nicknames originated? Read about it here.

Farmers' Almanac Staff

This article was published by the staff at Farmers' Almanac. Do you have a question or an idea for an article? Contact us!

These aren’t slogans. They’re nicknames. For example, New Hampshire is the Granite State but it’s slogan is Live Free Or Die.

Wait these aren’t slogans these are official nicknames. Illinois is the prairie State but it’s slogan is land of Lincoln.

I love it here my people do to so

Texas=The No Grid State

North Carolina is also First in Freedom

Nebraska=The give us three we’ll set you free State.

Nebraska=Why go to the Penn when you can send your best friend.

I.O.W.A.=Idiots Out Wandering Around

Jolly Roger! Union Jack! Thanks for this list.

Florida should be the Wacky Weather state

Florida = Satan’s waiting-room

Maine….the workers never show up state

Alabama is known as the “Heart of Dixie”, and has been for many years, (all the way from King Cotton to the Space Program). Yellowhammer is the state bird, but it is not seen in all parts of the state. I grew up in Alabama, and now live just North in Tennessee. I love them both.

Yes, “Heart of Dixie” is Alabama’s state nickname

Many of the nicknames came about for specific reasons. I’m from Tennessee and we were even taught in elementary school, way back in the old days (1970s -lol), it became the Volunteer State because of so many men, including Davy Crockett, volunteering for various wars, especially the battle at the Alamo.

Many of the nicknames came about for a specific reason. I’m from Tennessee and we were even taught in elementary school (in the old days of the 1970s) that the Volunteer State came from so many Tennesseans, including Davy Crockett, volunteering for Wars, in particular, at the Alamo.

Illinois should be the Corrupt State.

Illinois is actually the Land of the Lincoln why it said the Prairie State is wrong

Where is Washington D.C.? Although it is not a numbered state and just a district, it should have been listed. I suppose “The Capitol” would be the name.

Colorado should be called, The Rabbit Hole state, because coming to Colorado is like falling in the rabbit hole in Alice in Wonderland. It’s beautiful and cannabis is legal, as it should be. I wish all fifty states where free to choose.

North and South Cackalacky

TENNESSEE all the way baby born bread and raised.

…and can’t spell “bred!” And, we’re not ‘raised’…we’re ‘reared’. .

I am a California native, but I now live in New Mexico (also posted for New Mexico earlier). California could be called the Surfer state or the Cornucopia state.

New Mexico could be the Chili state or the Wilderness state.

Missouri should be the RIOT STATE

With Missouri being the “show me”state and our mammal being the Jackass”. Have you ever tried to show a jackass anything.? I’ m not referring to Missourians, just people in general.

New Jersey: The Dead Deer State.

North Carolina: The Sweet Tea State.

North Carolina is North Cackalacky!!

Michigan The Mitten State..

Minnesota should be the land of ice and snow

Georgia should be the Cotton State

CA should be renamed to the “it’s all about me” state.

For Louisiana: “Hunters Paradise”

A good one for Kansas (the old license plates used to say it) would be “Midway USA”. Another would be the Jayhawker state.

Wisconsin is Americas Dairyland

Alabama has always been know as “The Heart of Dixie”

Illinois is the Land of Lincoln!

Connecticut is also known as The Nutmeg State.

Louisiana us also known as the Sportsman’s Paradise.

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List of the 50 State Visitor’s Bureaus or Tourism Websites

To support this website, at no extra cost to you, we may earn revenue on links within this post. As an Amazon associate, I earn from qualifying purchases.

Here the 50 State Visitor’s Bureaus or Tourism Websites in Alphabetical Order

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Ohio's returned to its old tourism slogan, here's why

Ohio is, once again, the heart of it all.

Gov. Mike DeWine announced a new − or, more accurately, old − tourism slogan for the state Wednesday: "Ohio, The Heart of it All." The state first used this slogan to attract visitors to the Buckeye State in the 1980s but retired it in the early 2000s.

"We are returning to something familiar," DeWine said in Cleveland Wednesday. "We are Ohio, the heart of it all."

The slogan will replace "Ohio. Find it Here," which was first announced in 2015 during Gov. John Kasich's administration .

"Ohio. Find it Here" was easily turned into a critique by those frustrated with the state's politics or policies. On social media, the "it" you can find here in Ohio ranged from potholes and "Hell is Real" signs to discrimination and corrupt politicians. (One of the state's most powerful Republican lawmakers was recently convicted in a sweeping bribery case .)

Before "Find it Here," Ohio had two tourism slogans. "Ohio, The Heart of It All" was first used in 1984 during Democratic Gov. Richard Celeste's administration, and "Ohio, So Much to Discover" promoted the state in the early 2000s during Republican Gov. Bob Taft's tenure.

TourismOhio's focus has recently shifted from solely attracting visitors to the state's attractions to also attracting people to come live in the state. Ohio's population growth has slowed, costing the state a congressional seat after the 2020 U.S. Census.

"What we're promoting is more than just a travel destination. We are promoting all of our great state, holistically," DeWine said in Cleveland Wednesday. "We also want them to know that this is a great place to live, a great place to work and a great place to raise a family."

The slogan comes with a new ad featuring the song "Must be the Love" from Akron soul band Wesley Bright & The Honeytones. Columbus-based Ron Foth Advertising designed the new logo.

The announcement came on Ohio Tourism Day, which was also celebrated at the Ohio Statehouse with booths touting Ohio's tourism attractions. Inside the building, House lawmakers prepared to vote on a measure that would ask voters to make it harder to amend the state constitution . Another committee discussed a bill to ban transgender girls from participating in female sports .

From 'I Love New York' to 'Say WA'

While every state has a tourism slogan, not all of them have stood the test of time. New York's "I Love New York," Virginia's "Virginia is for Lovers" and West Virginia's "Wild, Wonderful West Virginia" have lasted decades.

But others were quickly panned. Washington state's "Say WA!" was dumped shortly after it was announced. "Oklahoma is OK" was ultimately not OK with many residents. And Wisconsin's "Stay Just a Little Bit Longer" was considered a bit clingy.

Can Ohio's slogan compete with its neighbors? Michigan has "Pure Michigan," Pennsylvania markets itself with "Pursue Your Happiness” and Kentucky has pitched its "Unbridled Spirit." Last year, Indiana announced a new marketing campaign: "IN Indiana."

Ohio's state motto is  " With God, All Things Are Possible ," the brainchild of young Cincinnatian Jimmy Mastronardo in the 1950s. The American Civil Liberties Union challenged the motto in court, arguing that it was an unconstitutional endorsement of religion. But a full appeals court decision sided with Ohio and the motto.

Jessie Balmert is a reporter for the USA TODAY Network Ohio Bureau, which serves the Columbus Dispatch, Cincinnati Enquirer, Akron Beacon Journal and 18 other affiliated news organizations across Ohio.

Get more political analysis by listening to the Ohio Politics Explained podcast

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The Best & Worst Tourism Slogans: From Unforgettable Tag Lines To Those That Are Best Forgotten

Devising a slogan that encapsulates every­thing a holiday destination has to offer is no easy task. There are clichés to avoid and cultural differences to consider, not to mention the issue of timing. “Hong Kong will take your breath away” coincided with the outbreak of deadly respiratory disease Sars in 2003, for example.

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Slogans range from the unimaginative “Visit Armenia, it is Beautiful” to the lost in translation “Think Hungary – More Than Expected” . “Colombia is Magical Realism” hints at a drug-fuelled brainstorming session at the ad agency while the national tourist offices of some lesser-known nations are merely content to tell travellers where they are: “Andorra, The Pyrenean Country” ; “Bosnia & Herzegovina, the heart of SE Europe” , and “Tuvalu: Yoo-hoo, we’re over here in the South Pacific”. (Sorry, I made that last one up).

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Meanwhile, Nebraska’s “Honestly, it’s not for everyone” , suggests a lack of self-esteem. Mind you, the bar was already pretty low – the American state previously tried to lure tourists with, “Visit Nebraska. Visit Nice.”

Here are some more winning watchwords and a few that are best forgotten.

Launched in 2006, Tourism  Australia’s   “So where the bloody hell are you?” campaign was banned in some coun­tries (“hell”, rather than “bloody”, being the offending word) and spawned plenty of parodies. It was successful in terms of exposure but failed to generate an increase in visitors.

Bhutan , the land of gross national happiness, attracts travellers with the slogan, “Happiness is a Place” , while  Belize ’s “A Curious Place” seems a little enigmatic. Maybe that’s the point. I’m curious to know why it didn’t stick with the previous slogan, “Mother Nature’s Best Kept Secret” .

Clean, green, biodiverse and environmentally sustain­able,  Costa Rica  advertises itself to tourists with the won­der­fully succinct “No Artificial Ingredients” . Situated in the Atlantic Ocean off northwest Africa,  Cabo Verde  (the island country formerly known as Cape Verde) also keeps things concise, with “No Stress” . Just be on your guard for muggers, as the streets are often unlit at night. Strong currents have led to drownings and there’s a risk of malaria. How about instead, “Cabo Verde: What doesn’t kill you makes you stronger”?

Beautiful is the most overused adjective when it comes to tourism slogans. St Lucia’s “Simply Beautiful” couldn’t have taken long to think up, likewise Laos’ “Simply Beautiful” and “Beautiful Burundi” . The little-known African nation of  Djibouti  used more ingenuity in its single-word sales pitch: “Djibeauty” .

Another example of wordplay, this time from the Scottish capital,  Edinburgh , resulted in “Incredinburgh” , although the strap line was scrapped before it saw the light of day. “Winterinedinburgh” and “Goaheadinburgh” somehow escaped the cull. Still, it could have been worse. To highlight the short distances between sightseeing attractions,  El Salvador  promotes itself as the “45-minute country” , which gives the impression that the place, one of world’s most violent nations, is not a place to linger, even for an hour.

“I wish I was in  Finland ” has an inviting ring to it but turn up at this time of year and you’ll wish you were somewhere else. Similarly, the city of  Fargo , in North Dakota, the United States, fibs to us with, “Always Warm”. Have you seen the film?

Georgia ’s attempt to woo the world to the former Soviet republic, “For the Best Moments of Your Life” , is ambi­tious. I’m a big fan of the Caucasus country, its people, soar­ing mountains, food and wine but, unless you met your first true love in Tbilisi, exchanged wedding vows in Batumi or won the lottery in Kutaisi, you might want to keep your expectations in check.

Following in Georgia’s footsteps,  Honduras  goes with the equally bold “Everything is Here” . It’s far from the only offender in the self-importance category, though; delusions of grandeur are contagious in the Caribbean, as demonstrated by: “The Dominican Republic has it all” and “Venezuela is Your Destination” (it could soon be for invading US troops, but the rest of us would have to be  caracas  to book a holiday there). Until recently, things were just as unstable next door, in Colombia, but, as the situation improved, the tourist office took a chance with, “Colombia: The Only Risk is Wanting to Stay.” It’s now one of the world’s fastest-growing tourism markets.

Indonesia  has a chequered history in the tourism slogan game. After dabbling with the catchy “Indonesia is an amazing country to visit” and the cocky “Admit It You Love It”, authorities have opted for a better-safe-than-sorry approach, with “Wonderful Indonesia”.

“Right guys, we’ve spent months on this project and worked with countless focus groups. We’ve streamlined the syntax and fine-tuned the font – just wait until the world hears these unforgettable three words: Yes, it’s  Jordan .” (Personally, I think they would have more success with: “Petra? You Betcha!”)

“ Kansas : as big as you think” is an odd slogan, consi­der­ing the number of travellers (and truck drivers) who complain about how long it takes to cross the never-ending Midwest state. To make matters worse, “Kansas: as bigoted as you think” bumper stickers soon began appearing, a reference to the divisive state debate on same-sex marriage.

In 2005, the British city of  Leeds  paid an ad agency £150,000 (then worth HK$2.24 million) to come up with a snappy tourist ad. The creative team obliged with the alliterative “Leeds. Live it. Love it”. Unfortunately, Hong Kong had been using the same phrase since 2003.

An American state of spectacular vistas and wide open spaces,  Montana  offers endless scope for adventure – a place to truly find yourself. Or perhaps not. Since 2012, the tourist board has encouraged visitors to “Get Lost”. In the nicest possible way, of course. Another accomplished example of minimalist wordplay is  Morocco’s  “Much Mor”. The secret to a successful tourist tagline seems to be, keep it brief. Oh wait …

In 2016,  North Korea  introduced 375 slogans for its people to learn and live by. “Make Wonsan area an icon of city layout and build it into a world-level tourist city!” might not benefit from the brevity of “Get Lost” but I suspect North Korean citizens will find a way of remembering it, along with the other 374 stirring sound bites.

Talking of remembering slogans, you can’t beat a popular sitcom for giving maximum exposure to your country. “ New Zealand , take your mum”, “New Zealand, better than old Zealand” and “New Zealand; don’t expect too much – you’ll love it” were not official exhortations from the country “that’s not Australia” (that’s another one), but those seen on the office walls of Murray, a deputy cultural attaché at the New Zealand Consulate in New York – and part-time band manager – in the HBO hit series  Flight of the Conchords .

Along the lines of Bhutan’s “Happiness is a place”,  Oman  tells travel­lers that “Beauty has an address”. In fair­ness, the sultanate on the Arabian Penin­sula has been welcoming tourists for at least 5,000 years, so it’s had plenty of time to dream up this inspiring slogan.

The remote Finnish town of  Padasjoki  promotes its pristine wilderness in a humor­ous video with the catchphrase, “Experience Nothing”. The voice-over begins, “New York has everything … we have nothing. Paris has monuments … we have nothing.” Cue scenes of lakes, saunas and forests.

Qatar  sells itself to the world with “Where Dreams Come to Life” . Or possibly not, if you’re a South Asian migrant worker.

To counter negative British government attitudes towards  Romanian  immigration, the initiative by Romanian news portal  Gandul  is in a league of its own. The campaign took the form of ads on Facebook and outdoor sites in Britain and featured slogans such as, “Our draft beer is less expensive than your bottled water”; “Your weekly rent covers a whole month here (Pub nights included)” and “We may have half of your GDP but we have three times the FUN”.

The promotional videos of idyllic Mediterranean beaches, fancy hotels, ancient ruins and bustling cities all look highly enticing but there’s one small catch. The “Syria Always Beautiful” campaign avoids any reference to a civil war that has claimed at least 400,000 lives. Even on its website, the Ministry of Tourism neglects to mention the potential risks foreigners could face if they rock up in a war zone, including terrorist attacks, armed conflict and kidnapping. Check the small print on your travel insurance before booking.

When the phrase “ Tanzania : The Land of Kilimanjaro” was deemed to be lacking, the slogan was amended to “Tanzania: The Land of Kilimanjaro and Zanzibar”. “What about the wildlife?” someone asked. For now, the East African country has settled on, “Tanzania: The Land of Kilimanjaro, Zanzibar and the Serengeti”. There’ll be trouble when the people of the Ngorongoro Crater find out they’ve been overlooked.

“It’s all about U” is short and sweet, and if it weren’t for the conflict with Russia,  Ukraine  would receive far more tourists. If you’re in two minds about visiting, head 1,200km away from the front line to Lviv , one of Europe’s most beautiful cities.

Dating back to 1969, “ Virginia  is for Lovers” is the longest-running tourism slogan in the United States and has been declared one of the top 10 travel industry marketing campaigns of all time. Not bad considering the iconic tagline was almost “Virginia is for History Lovers”.

At first glance, “Weed like to welcome you” appears to be a typo, but for  Weed , California, it’s a merchandising oppor­tunity. Order your “Enjoy Weed” and “I (Heart) Weed” T-shirts from one of the many local souvenir shops. Not seen are “I Weed in California” mugs, unfortunately.

Xiamen Tourism Bureau has launched a “Go to Amoy” campaign with Dutch air­line KLM. China’s “second most suitable city for living” hopes the deal will strengthen trade relations and lead to an uptick in tourists. Why they opted for the former English name, with its opium war connotations, is unclear: why not “Show Me Xiamen ” ?

When it comes to attracting visitors, there’s no substitute for Donald Trump-style self-congratulation. In  Yangshuo  they say, “Guilin has the best scenery under the heaven, but Yangshuo is even more beautiful.” And in southwestern China, they go with “Colourful  Yunnan , Tourism Paradise of the World”.

Beat that  Zambia  … Maybe not. The East African country that shares Victoria Falls with Zimbabwe beckons tourists with a limp, “Zambia – Let’s Explore”. They would be better off using the local term for the waterfall, which trans­lates as “the smoke that thunders”. You can probably get that on a T-shirt in Weed, California.

This feature is written by Tim Pile & originally appeared in South China Morning Post .

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The Good, the Bad, and the Ugly: A Review of Tourism Slogans from Around the World

Tourism slogans are short, memorable phrases that promote destinations and attract visitors. They are an important marketing tool for destinations, as they help to establish brand identity and differentiate a location from its competitors. A great tourism slogan should capture the essence of a destination and inspire travelers to visit and experience all that it has to offer. It should also have an emotional pull, evoking feelings of excitement, adventure, relaxation, or whatever other emotions are appropriate for the destination.  In this blog post, we will explore the history and significance of tourism slogans and showcase a collection of the best and worst ones from around the world.  We will also provide some tips for creating a great tourism slogan.

History of Tourism Slogans

The use of tourism slogans dates back to the early 20th century when destinations began to market themselves more aggressively to attract visitors. One of the first known tourism slogans was “See America First,” which the United States government used in the 1920s to encourage Americans to explore their own country before traveling abroad.

In the following decades, more destinations worldwide began to adopt their own tourism slogans to stand out in a crowded market. For example, the British government used ” Visit Britain ” in the 1950s to promote the country as a travel destination.

As tourism has evolved over the years, so have the slogans used to promote it. In the 1960s and 1970s, tourism slogans often focused on a destination’s natural beauty and outdoor recreational opportunities. For example, “New Zealand: 100% Pure” has been used by the New Zealand government since 1999 to promote the country’s unspoiled landscape and clean environment.

In recent years, tourism slogans have become more diverse and creative, with destinations using catchy and memorable phrases to appeal to travelers’ emotions and sense of adventure. Some examples of iconic tourism slogans from recent years include “Australia: Where the Bloody Hell Are You?” and “Spain: Passion for Life.”

The history of tourism slogans reflects the evolution of the travel industry and travelers’ changing priorities and interests. Whether it’s showcasing a destination’s natural beauty, cultural attractions, or unique character, the best tourism slogans capture the essence of a place and inspire travelers to visit and experience it for themselves.

Best Tourism Slogans

Below are sixteen of the best tourism slogans from around the world. From iconic catchphrases to more recent taglines, these slogans represent some of the most memorable and effective tourism campaigns.

“I Love NY” – This iconic slogan, which features a heart symbol in place of the word “love,” has been used by the state of New York since 1977 to promote the city as a world-class travel destination. The slogan has become synonymous with the city itself and is recognized around the world.

“Australia: Where the Bloody Hell Are You?” – This provocative slogan was used by the Australian tourism board in 2006 to promote the country as a place full of adventure and excitement. The slogan was controversial then, but it helped increase Australia’s tourism and is now considered one of the most memorable tourism slogans of all time.

“Come to life” – This slogan, which South Africa introduced in 2013, captures the country’s diverse and vibrant culture and its natural beauty and adventure opportunities.

“Spain: Passion for Life” – This slogan, introduced by the Spanish tourism board in 2011, highlights the country’s rich cultural heritage and lively way of life.

“Italy: La Dolce Vita” – This slogan, which means “the sweet life,” captures Italy’s laid-back, indulgent spirit and its renowned cuisine and wine.

“Greece: The True Experience” – This slogan, introduced by the Greek tourism board in 2017, promotes the country’s rich history, culture, and natural beauty.

“Japan: Endless Discovery” – This slogan was introduced by the Japanese tourism board in 2018, highlighting the country’s diverse and unique culture and its many attractions and experiences.

“Canada: Keep Exploring” – This slogan, introduced by the Canadian tourism board in 2013, promotes the country’s natural beauty and diverse regions.

“Singapore: Your Amazing Playground” – This slogan, introduced by the Singapore tourism board in 2018, promotes the city-state as a destination full of excitement and adventure.

“Germany: Unlimited Possibilities” – This slogan, introduced by the German tourism board in 2018, highlights the country’s diverse regions, cultural attractions, and opportunities for adventure.

“Ecuador: All You Need is Ecuador” – This slogan, introduced by the Ecuadorian tourism board in 2018, promotes the country’s diverse regions, including the Amazon rainforest, the Galápagos Islands, and the Andes Mountains.

“Egypt: The Gift of the Nile” – This slogan, introduced by the Egyptian tourism board in 2018, highlights the country’s rich history and cultural attractions, including the Pyramids of Giza and the Nile River.

“New Zealand: 100% Pure” – This slogan, which the New Zealand government has used since 1999, promotes the country’s unspoiled landscape and clean environment.

“Peru: The Land of the Incas” – This slogan, introduced by the Peruvian tourism board in 2018, highlights the country’s rich cultural heritage and ancient civilizations, including the Inca Empire.

“Fiji: Where Happiness Finds You” – This slogan, introduced by the Fijian tourism board in 2018, promotes the country’s laid-back, welcoming culture and its stunning beaches and natural beauty.

“Jamaica: One Love” – This slogan, introduced by the Jamaican tourism board in the 1980s, promotes the country’s laid-back, welcoming culture and reggae music.

Worst Tourism Slogans

Tourism slogans are meant to be memorable and inspiring, but sometimes they can fall flat or even be controversial, and below, we highlight some of the worst tourism slogans in recent years. These slogans range from poorly executed to downright offensive, serving as cautionary tales for destinations looking to promote themselves to travelers. Whether tone-deaf, arrogant or simply misguided, these tourism slogans demonstrate the importance of being mindful and sensitive when marketing a destination to the world.

“Croatia: The Mediterranean As It Once Was” – This slogan, used by the Croatian tourism board in 2015, was criticized for implying that other Mediterranean countries were not authentic or had lost their cultural traditions.

“Qatar: You’re in Your Element” – This slogan was used by the Qatari tourism board in 2017 and was criticized for being tone-deaf and insensitive in the wake of the country’s human rights abuses and exploitation of migrant workers.

“Visit Florida: The Rules Are Different Here” – This slogan, used by the state of Florida in 2018, was criticized for promoting reckless and dangerous behavior and a lawless atmosphere.

“Visit London: The Only Place to Be” – This slogan, used by the London tourism board in 2015, was criticized for being arrogant and excluding other destinations.

“Sweden: The Nature of Sweden” – This slogan, used by the Swedish tourism board in 2016, was criticized for promoting a stereotype of Sweden as a cold, snowy country and ignoring the country’s cultural and urban attractions.

“Bhutan: Happiness is a Place” – This slogan, used by the Bhutanese tourism board in 2014, was criticized for oversimplifying the concept of happiness and ignoring the country’s social and economic challenges.

“Syria: Always Beautiful” – This slogan, used by the Syrian tourism board in 2011, was criticized for ignoring the country’s ongoing civil war and promoting a false sense of security and stability.

“Egypt: Land of Pharaohs and Terrorism” – This slogan, created as a parody by a social media user in 2015, highlights the negative association that some people have with Egypt due to the country’s history of terrorism and political instability.

“Greece: The Only Crisis Is Choosing What to Do First” – This slogan, used by the Greek tourism board in 2015, was criticized for being tone-deaf and ignoring the country’s economic crisis and debt problems.

“Visit Haiti: 10 Reasons Why You Should Visit Haiti Now” – This slogan, used by the Haitian tourism board in 2017, was criticized for ignoring the country’s ongoing political and economic challenges and promoting a false sense of optimism.

“Japan: Come and Relax” – This slogan, used by the Japanese tourism board in 2018, was criticized for promoting a stereotype of Japan as a relaxing and Zen-like country and ignoring the country’s vibrant and energetic culture.

“Thailand: Land of Smiles” – This slogan, which the Thai government has used since the 1980s, was criticized for oversimplifying the country’s culture and ignoring its political and social issues.

“India: Incredible!” – This slogan, used by the Indian tourism board in 2002, was criticized for being too broad and lacking a specific focus or message.

“Mexico: Live It to Believe It” – This slogan, used by the Mexican tourism board in 2018, was criticized for promoting a one-dimensional image of Mexico as a party destination and ignoring the country’s cultural and natural attractions.

“Russia: A Unique Land” – This slogan, used by the Russian tourism board in 2018, was criticized for being too vague and lacking a clear message or focus.

How to Create a Great Tourism Slogan

Creating a great tourism slogan requires a combination of creativity, strategy, and cultural sensitivity. Here are a few tips for crafting a compelling and memorable tourism slogan:

• Keep it simple: A great tourism slogan should be short, catchy, and easy to remember. Avoid using too many words or complex language.
• Make it memorable: A memorable slogan is more likely to stick in people’s minds and encourage them to visit a destination. Use catchy phrases, wordplay, or alliteration to make your slogan stand out.
• Reflect the destination’s unique character: A great tourism slogan should capture the essence of a destination and what makes it special. Think about the destination’s culture, history, attractions, and natural beauty, and use these elements to create a slogan that reflects its unique character.
• Be culturally sensitive: It’s important to be mindful of cultural differences and sensitivities when crafting a tourism slogan. Avoid using stereotypes or promoting a one-dimensional image of a destination.
• Test it out: Before finalizing a slogan, it’s a good idea to test it out with a focus group or through market research to see how it resonates with potential visitors. This will help ensure that the slogan is effective and well-received.

Tourism slogans are a powerful marketing tool that can help destinations attract visitors and establish brand identity. The best tourism slogans capture the essence of a destination and inspire travelers to visit and experience all that it has to offer. However, not all tourism slogans are successful, and some have even been criticized for being tone-deaf, offensive, or simply poorly executed. As this post has demonstrated, it’s important for destinations to be mindful and culturally sensitive when crafting a tourism slogan and to test it out with potential visitors to ensure that it resonates with them. Whether you’re looking for the best or the worst tourism slogans, there are plenty of examples from around the world to inspire your next adventure.

Moxee Marketing is a London-based digital marketing agency. We help our clients, whether based in the United Kingdom or elsewhere in the globe, meet and exceed their digital goals and objectives across various channels.

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Trademarkology, the top 3 state slogans.

by Guest Blogger

In this week's post, I will be completing my 3-part series on the top 10 state slogans according to USA Today readers . Click here and here if you want to read up on numbers 4 to 10. Without further ado, I present the top 3 state slogans:

#3 - VIRGINIA IS FOR LOVERS

This is arguably the most iconic of all the state slogans. It was created in 1968 by the founders of The Martin Agency , David Martin and George Woltz. Originally, the concept was more narrowly focused on history ads ("Virginia is for History Lovers"), beach ads ("Virginia is for Beach Lovers"), and mountain ads ("Virginia is for Mountain Lovers") . The limiting language was removed, and the "Virginia Is For Lovers" slogan was launched in February 1969. The campaign was a hit, and it has helped turn Virginia into one of the top tourist destinations in the United States.

To protect its valuable slogan, Virginia has obtained 3 federal trademark registrations covering everything from t-shirts to license plates. Two federal trademark applications are pending.

#2 - KENTUCKY UNBRIDLED SPIRIT

Kentucky took a novel approach to the launch of its state slogan by allowing the voters to decide. In the fall of 2004, Kentuckians overwhelmingly voted in favor of "Kentucky Unbridled Spirit". The slogan is protected by a federal trademark registration .

State officials provide the following explanation for the slogan :

Kentucky is a place where spirits are free to soar and big dreams can be fulfilled. We relish competition and cherish our champions for their willingness to push beyond conventional boundaries to reach new heights of success.

The slogan is credited with improving Kentucky's image. Research shows people believe Kentucky is a "better place to visit" (90%), "more friendly" (81%), and "more modern" (81%) than it was just several years ago . This translates into more visitors and more tourism spending.

Despite the popularity of the slogan, some Kentuckians would like to see a change. One particularly vocal contingent would like to see the slogan changed to "Kentucky Kicks Ass". The leaders of the movement explain their position as follows :

Go ahead and Google "unbridled spirit" and you know what you come up with? Horseback riding lessons â in San Antonio.

The reaction from state officials has been lukewarm. Needless to say, there are no plans afoot to adopt the proposed slogan. If you think Kentucky kicks ass, then you can show your support with a novelty license plate or baby onesie .

#1 - TEXAS. IT'S LIKE A WHOLE OTHER COUNTRY

So what makes this the #1 state slogan? According to USA Today :

Aside from the fact that Texas is certainly big enough to be a whole other country (and actually was, for a brief period of history), the state slogan encompasses all the places, people and experiences found nowhere else in the world. Texas is a big state with a big attitude to match . . . but Texans would say "it ain't braggin' if you can back it up."

Here is an example of use:

In addition to "Texas. It's Like A Whole Other Country", Texas is also well-known for another famous slogan: "Don't Mess With Texas". While ""Texas. It's Like A Whole Other Country" is used to promote tourism, "Don't Mess With Texas" is used in a campaign to reduce littering by the Texas Department of Transportation . The slogan first appeared in a TV commercial with Stevie Ray Vaughan in 1986, which helped the slogan become a statewide cultural icon:

The slogan became such a phenomenon that the Texas Department of Transportation has obtained 7 federal trademark registrations to protect the slogan on everything from stickers to shot glasses.

T he lawyers at Trademarkology provide trademark registration services backed by the experience and service of one of the nation's oldest law firms. Click here to begin the process of protecting your brand name with a federally registered trademark.

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Matador Original Series

Mapped: every country's tourism slogan.

FamilyBreakFinder put together this map of all the tourism slogans in the world and we’re loving it! Some of them are inspiring, a few are corny, and others are downright funny.

Map: FamilyBreakFinder

To be able to zoom in on the map, click here .

“No stress”

Sounds good to us!

“Travel in Slovakia — Good idea!”

Slovakia goes straight to the point and does not enjoy excessive enthusiasm.

“For travelers”

We’re coming!

“Best enjoyed slowly”

We love slow traveling .

El Salvador

“The 45-minute country”

We’re not sure what they mean by that, but we heard El Salvador is wonderful !

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15 Top-Rated Tourist Attractions & Things to Do in Moscow

Written by Diana Bocco Updated Dec 23, 2023

Moscow is one of Europe's most enigmatic destinations, home to a fascinating history and colorful, awe-inspiring architecture you won't find anywhere else in the world. Moscow might be one of the most populous cities in the world with over 11 million inhabitants, but this hasn't changed its strong cultural and social traditions.

Walk the cobblestone streets of the Red Square or the banks of the Moskva River early in the morning, and it's hard to tell what century you're in.

Tsarist architecture, must-see churches, and glamorous shopping opportunities blend together for a visual experience you won't forget. For ideas on what to see and do while visiting Russia, here's our list of top tourist attractions in Moscow.

Marvel at the Size of the Kremlin

Catch a performance at the bolshoi theatre, shop at the luxurious gum, make your way into lenin's mausoleum, spend an hour (or three) at red square, discover history at the museum of cosmonautics, ride the stunning moscow metro, explore the moscow state integrated museum-reserve, spend a rainy day at the tretyakov gallery, walk up and down arbat street, stop by the vdnkh all-russian exhibition centre, wander around gorky park, map of tourist attractions & things to do in moscow.

Moscow's most recognizable structure is without a doubt the Kremlin, a 15th-century fortified complex that covers an area of 275,000 square meters surrounded by walls built in the 1400s.

The Grand Kremlin Palace -which has over 700 rooms- was once home to the Tsar family and is now the official residence of the president of the Russian Federation, although most heads of state choose to reside elsewhere.

The massive complex also includes many other buildings, some of which are open to the public and can be visited regularly. Aside from three cathedrals (including one where the Tsars were once crowned) and a number of towers, the Kremlin is also home to the Armory building, a museum holding everything from the royal crown and imperial carriages to the ivory throne of Ivan the Terrible and Fabergé eggs.

The Bolshoi Theater is home to the largest and one of the oldest ballet and opera companies in the world . While the theater has undergone several major renovations over the past century-including a recent one in 2011 to restore some of the imperial architectural details-it still retains all of its Neoclassical grandeur.

The Bolshoi Theater you see today opened in 1824, after several older versions burned down. Inside, red velvet, a three-tiered crystal chandelier, and gilt moldings give the place a Byzantine-Renassaince grandiose feel like no other.

Catching a show from the resident ballet and opera troupes is a treat, as the theater often presents a number of classic performances, such as Tchaikovsky's Mazeppa and Rachmaninoff's Francesca da Rimini, both of which originally premiered here.

Moscow's oldest and most upscale shopping center is an architectural marvel. GUM (short for Glávnyj Universálnyj Magazín or "Main Universal Store") was built in the late 1800s in neo-Russian style to showcase a beautiful mix of a steel skeleton and 20,000 panels of glass forming an arched roof.

This was a unique construction at the time, since the glass had to be strong enough to support the snow-heavy Russian winters. The building is just as impressive outside, with all three levels covered in marble and granite.

While GUM is no longer the largest shopping center in Moscow, it's still by far the most beautiful. Home to brands like Gucci and Manolo Blahnik, this might not be the ideal destination for most budget-conscious visitors, but the beauty of the building itself is worth a visit.

On the third floor, there are also great dining options, including a Soviet-style canteen that serves traditional Russian food, and a stand selling ice cream made by hand using an original 1954 recipe originally approved by the Soviet government.

Lenin's Mausoleum, the final resting place of Soviet leader Vladimir Lenin, occupies a central spot in Red Square. His body has been in the mausoleum since his death in 1924-and although the original plan was for him to be buried after a short period of public display for mourning, the plan quickly changed.

After over 100,000 visited the tomb over a period of six weeks, it was decided that a new sarcophagus and a more permanent display space could actually preserve Lenin's body for much longer than expected-and Lenin's Mausoleum was built.

Over the years, the mausoleum and its marble stairs also became the main spot from where Soviet leaders would watch parades and events happening in Red Square.

Lenin's embalmed body can still be seen today, lying down in a bulletproof glass sarcophagus as if he's sleeping. While a visit to the mausoleum is certainly unusual, it has become a must-do for history buffs looking to understand how Lenin's legacy truly changed the nation. Come ready to wait, though -there are usually lines to get in.

All of Moscow's main streets start at Red Square, so it's easy to see why this is considered the heart of the city. A massive space of 330 meters by 70 meters, the square is flanked by the Kremlin, Lenin's Mausoleum, two cathedrals, and the State Historical Museum.

In 1945, a massive Victory Parade was held here to celebrate the defeat of Nazi Germany by the Soviet Armed Forces.

St. Basil's Cathedral , one of the most recognizable buildings on the square, was built in 1555. The unique cathedral has architectural details inspired by Byzantine and Asian design, as well as details that resemble those found in famous mosques. There are nine individual chapels inside the church, all decorated with colorful mural art.

Both the square itself and the Kremlin are recognized as UNESCO World Heritage Sites . On weekends, there are sometimes stalls selling souvenirs and traditional items here, such as matryoshka (Russian nesting dolls), at the entrance of the square.

At one point, Russia and the US were toe-to-toe when it came to space exploration. While that might no longer be the case, the museum's amazing collection-which includes over 85,000 items-is still awe-inspiring.

Main exhibits include the space capsule used by Yuri Gagarin , the first human to travel into outer space; a USSR flag with moon fragments; a Soviet spacesuit; and a rocket propulsion unit from the 1960s. A special two-story hall showcases sections of the Mir space station interior, and there are also models of the first sputniks and a replica miniature spaceship.

English-language tours are available, and there's also a Cinema Hall showing subtitled short films about the history of space exploration programs and the first manned space flight.

The museum is located inside the base of the monument to the Conquerors of Space, which was built almost 20 years before the museum opened.

Riding the Moscow metro is an experience all in itself, but even just heading underground to walk through the stations is something no visitor should miss. With 223 stations and 12 metro lines crosscutting through Moscow, however, this can be tricky, so visiting at least a few of the most impressive ones is a good start.

Arbatskaya station was designed by a skyscraper architect, so it's no surprise that it features multicolored granite slabs and impressive bronze chandeliers.

Park Kultury station , located next to Gorky Park, is covered in marble and features reliefs of people involved in sports, while Teatralnaya station is decorated with porcelain figures dancing and wearing traditional Russian costumes.

The metro is open between 5:30am and 1:00am but it's very crowded in the early morning and after 4pm, so it's better to visit in the late morning or early afternoon to really appreciate the architecture without the crowds.

The Moscow State Integrated Art and Historical Architectural and Natural Landscape Museum-Reserve is a cultural open-air museum complex comprised of four different historical sites.

The most important site, the Kolomenskoye Estate, was once the summer residence of Tsars as far back as the 14 th century. The complex, which covers almost 300 hectares, is home to fairy-tale wooden palaces; a tent-roof stone church built in the 1500s; a water tower; fort towers and structures; and the 24-room Museum of Wooden Architecture , which includes the restored dining room of Tsar Alexei I.

Beautiful manicured gardens , riverside picnic areas, and a massive collection of both artifacts and structures make this a great destination to help you see what medieval Russia looked like. English-language tours are available, but you're also free to wander the grounds on your own.

The largest collection of Russian art in the world sits here, with over 180,000 paintings, sculptures, and religious art dating back to over a millennia ago. The gallery, built using beautiful red and white colors from classical Russian architecture, is located near the Kremlin and it was built in the early 20 th century.

Significant art pieces include the Vladimir Mother of God; a Byzantine icon of the Virgin and child dating back to the 1100s; Andrei Rublev's The Trinity icon from the 15 th century; and several works by Ilya Repin, the most famous realist painter in Russia.

On the grounds of the museum, there is also an 86-meter-tall statue of Peter the Great, as well as a number of Socialist Realism sculptures.

Moscow's one-kilometer-long pedestrian street has been around since the 15 th century. Originally a trade route in the outskirts of the city, Arbat Street is now very centrally located, home to posh buildings and lots of places to eat and shop.

Beautiful street lamps and two significant statues-one of Princess Turandot (from Puccini's last opera) and one of Soviet-era poet Bulat Okudzhava-adorn the street, which fills up with both locals and tourists on evenings and weekends.

A great place to pick up souvenirs or sit down at an outdoor café, Arbat Street also offers a chance to visit the former home of poet Alexander Pushkin and the café both Anton Chekhov and Leo Tolstoy used to visit.

Although it was originally designed as a general-purpose trade show venue, this park complex now houses amusement rides , ice rinks , and a number of galleries and other attractions for all ages.

The park's most famous landmarks are the Moskvarium, a marine biology center home to over 8000 species of marine animals, the Garage Museum of Contemporary Art, and a shopping center selling traditional products from former Soviet countries.

There's even a film museum showing Soviet cartoons or even a full-length film (for an extra fee) and an education center offering masterclasses on everything from becoming a barista to video montage (call or write in advance to find out which ones are English-friendly).

Soviet-era pavilions, sculptures, and fountains abound here as well, including the famous Friendship of the Peoples Fountain, which features statues of women dressed in costumes from different former Soviet countries.

Named after the famous Russian writer Maxim Gorky (who was nominated for the Nobel Prize in Literature five times but never won it) and sitting right across the Moskva River, Gorky Park covers 120 hectares of beautiful ponds and green spaces.

Popular with both locals and tourists, the park offers a variety of things to enjoy-from sunbeds, hammocks, and drinking fountains to free yoga classes and children's playgrounds. There's free Wi-Fi and sockets for charging your phone, as well as many food stands and plenty of wild animals, including deer, rabbits, and pheasants.

Visitors can rent paddle boats and bicycles to explore the park-and from May to October, there is also an open-air movie theater, as well as scheduled presentations by street performers, musicians, and artists. Gorky Park attracts the young and old, so don't be surprised to see a mix of people exercising, playing chess, and sunbathing.

More Related Articles on PlanetWare.com

Exploring Russia: Whether you are interested in history, nature, or architecture, there's much to see in Russia. For a good introduction to some of the most fascinating spots in the country, take a look at our article on the Best Places to Visit in Russia . For more on Russia's second-largest city and all it has to offer, check out our piece on the Top-Rated Tourist Attractions in St. Petersburg .

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17 Top Tourist Attractions in Moscow

By Alex Schultz · Last updated on May 4, 2024

The capital of Russia is an incredible place to explore. Visitors to Moscow come away spellbound at all the amazing sights, impressed at the sheer size and grandeur of the city. Lying at the heart of Moscow, the Red Square and the Kremlin are just two of the must-see tourist attractions; they are the historical, political and spiritual heart of the city – and indeed Russia itself.

A fascinating city to wander around, stunning cathedrals, churches, and palaces lie side-by-side with bleak grey monuments and remains from the Soviet state. In addition to its plethora of historical and cultural tourist attractions, Moscow is home to world-class museums, theaters and art galleries.

Renowned for its performing arts, fantastic ballets and amazing circus acts, catching a show while in Moscow is a must. The wealth of brilliant restaurants, trendy bars, and lively nightlife means there is something for everyone to enjoy.

See also: Where to Stay in Moscow

17. Tsaritsyno Palace

Once the summer residence of Catherine the Great, the stunning Tsaritsyno Palace is now a museum-reserve. The architecture is magnificent and there is a lovely park surrounding it for visitors to explore.

Located in the south of Moscow, the palace was commissioned in 1775 and recent renovations mean its lavish interior looks better than ever before with its elegant halls and beautiful staircases.

The exhibits on display look at the life of the empress as well as the history of Tsaritsyno itself. The huge palace grounds are also home to some other delightful buildings with the elegant opera house and wonderful brickwork of the Small Palace being particularly impressive to gaze upon.

Starting out in 1935 as the ‘All-Union Agricultural Exhibition’, VDNKh has slowly morphed over the years into the fascinating open-air museum of today. Remarkably, over 400 buildings can now be found within its confines.

The huge park complex has numerous pavilions representing former Soviet republics on show, such as those of Armenia and Turkmenistan and the distinctive architecture of each of the buildings is always interesting to gaze upon. In addition to this there is the fascinating Memorial Museum of Cosmonautics which is dedicated to space exploration and the fun Moskvarium aquarium even offers you the chance to swim with dolphins.

With lots of eateries scattered about and numerous entertainment options such as horse-riding and zip-lining, there is something for everyone to enjoy; the Friendship of Nations fountain truly is wonderful.

15. Kremlin Armoury

One of the oldest museums in the city, the Kremlin Armoury has a wealth of treasures; highlights include the ornate Grand Siberian Railway egg, the historic Cap of Monomakh and the stunning Imperial Crown of Russia which often has a crowd of tourists around it, jostling to take a photo.

Once the royal armory, there are loads of fascinating objects on display. Perusing the many sabers, jewelry, armor and more is as interesting as it is educational and entertaining and the swords are so finely crafted that you’ll almost wish you could pick up one and wield if yourself.

Established in 1851, the museum is situated in the Moscow Kremlin.

14. GUM Department Store

Standing for ‘Main Universal Store’ in Russian, GUM is stunning. Its wonderful skylights and beautiful facades mean it doesn’t look out of place alongside its illustrious neighbors on Red Square.

With over 200 shops, boutiques and upmarket eateries inside, it is a shopaholic’s heaven and concerned partners will be glad to find more affordable options alongside luxury brands such as Dior and Prada.

The main department store in the city, GUM was opened in 1893. The stunning architecture makes it well worth a visit even if shopping isn’t your thing.

13. Moscow Metro

It’s not often that public transport looks like a work of art. So many stops on the Moscow Metro will astound visitors with their beauty and elegance.

Decked in marble and with frescoes covering the walls, the stations are amazing to gaze upon and are part of one of the longest metro systems in the world, with the first stations opened in 1935.

Using the metro is the quickest and easiest way to get around Moscow and braving the crowds of commuters is well worth it for the beauty all around you.

12. Arbat Street

An elegant yet lively street, Arbat is full of impressive architecture and was once a popular place to live for aristocrats, artists, and academics.

A historic place, it is down Arbat Street that Napoleon’s troops are said to have headed on their way to capture the Kremlin.

Nowadays, there are many cafes, restaurants, and shops, as well as various monuments and statues to former residents such as Alexander Pushkin who was reputed to be a lover of the Russian Empress due to his massive influence in court.

11. Novodevichy Convent

Drenched in history, the Novodevichy Convent is located in a striking building that was once a fortress. This captivating place is well worth visiting when in Moscow.

Founded in 1524, the convent houses four cathedrals; Smolensk Cathedral is the undoubted highlight due to its delightful 16th-century frescoes.

Wandering around the grounds is like stepping back in time. The Novodevichy Cemetery is where many famous leaders of the Soviet Union are buried, such as Yeltsin and Khrushchev.

10. Pushkin Museum

Despite its name, the Pushkin Museum of Fine Arts actually has no connection at all to the famous poet other than that it was named in his honor after his death. A delight to visit, its extensive collection focuses on European art with masterpieces by Botticelli, Rembrandt, and van Gogh all featuring.

Sculptures, graphic art, paintings and more can be found in its beautiful galleries; various sections look at themes and epochs such as the Renaissance, the Dutch Golden Age, and Byzantine art.

Among the many highlights are the clownish characters which can be found in Cezanne’s Fastnacht (Mardi Gras) and the twirling ballerinas who look so elegant in Degas’ Blue Dancers. Picasso’s Young acrobat on a Ball is also well worth checking out for its interesting use of shapes and colors.

9. Christ The Savior Cathedral

This gorgeous Russian Orthodox cathedral is located on the banks of the Moskva River, just a stone’s throw away from the Kremlin.

The church as it stands today was consecrated in 2000, as the original church that stood here was destroyed on the command of Josef Stalin in 1931 due to the anti-religious campaign.

With its delightful golden dome, spires and dazzling white facades, the Christ the Savior Cathedral is stunning. The interior is just as captivating to wander around, with its beautifully tiled floors and impressive altar.

8. Lenin Mausoleum

Opened to the public in 1924, Lenin’s Mausoleum is one of the most popular tourist attractions in Moscow. The red granite structure is located at the heart of the city in Red Square.

Lenin’s embalmed body lies in a glass sarcophagus; it is a somewhat eerie experience walking past the former leader of the Soviet Union but is well worth doing as you understandably can’t do it anywhere else in the world.

After visiting the mausoleum, head to the Kremlin wall right next to it for more graves of important communist figures such as Stalin and Brezhnev.

7. Tretyakov Gallery

Home to the most extensive and impressive collection of Russian fine art in the world, the State Tretyakov Gallery is definitely worth visiting when in Moscow for the wealth of amazing art pieces that it has on display.

Having started out as the private art collection of the Tretyakov brothers, there are now over 130,000 exhibits. Highlights include the iconic Theotokos of Vladimir which you will almost certainly recognise despite probably not knowing the name and Rublev’s Trinity which is considered to be one of highest achievements in Russian art.

An absolute must for art lovers, the State Tretyakov Gallery will delight visitors with all that is has to offer.

6. Kolomenskoye

Once a royal estate, Kolomenskoye is now a museum-reserve and lies a few kilometers outside of the city center. A captivating place to visit, there is a plethora of history on show and the site overlooks the Moskva River.

Consisting of four historical sites, there are extensive gardens for visitors to explore, as well as loads of interesting old buildings, the former village of Kolomenskoye itself and the impressive Palace of the Tsar Alexey Mikhailovich – once considered the Eighth Wonder of the World by contemporaries.

Among the many stunning sights, it is the brilliantly white Ascension Church that is the undoubted highlight – dating back to 1532.

5. Gorky Park

Lying alongside the Moskva River, the huge Gorky Park is a lovely place to visit. Its extensive gardens are home to numerous cultural institutions and visitors should definitely check out the Garage Museum of Contemporary Art and while the eclectic exhibits may not always feature such incredible sights as a balloon-covered rider on a zebra; they certainly always succeed in pushing back the boundaries of art.

Pop-up exhibitions and festivals can be found from time to time in the park itself and there is an open-air theatre and numerous eateries alongside a plethora of leisure activities.

Whether it’s cycling, table tennis or yoga that you are after or beach volleyball and rowing, Gorky Park certainly has it. In winter, there is a huge ice rink for visitors to enjoy.

4. Bolshoi Theatre

The Bolshoi Theatre is the main theater in the country. The amazing opera and ballet performances it has put on over the centuries go a long way in explaining Russia’s rich history of performing arts.

While the Bolshoi Ballet Company was established in 1776, the theater itself was opened in 1825. The glittering, six-tier auditorium is lavishly and decadently decorated; it is a fitting setting for the world-class performances that take place on its stage.

Spending a night watching a performance of such classics as The Nutcracker or Swan Lake at the Bolshoi Theatre is sure to be a memorable experience and the beauty all around you only adds to the sense of occasion.

3. Moscow Kremlin

This famously fortified complex is remarkably home to five palaces and four cathedrals and is the historic, political and spiritual center of the city. The Kremlin serves as the residence for the country’s president. It has been used as a fort, and this fact is made clear by its sheer size. The Kremlin’s outer walls were built in the late 1400s.

Under Ivan III, better known as Ivan the Great, the Kremlin became the center of a unified Russian state, and was extensively remodeled. Three of the Kremlin’s cathedrals date to his reign that lasted from 1462-1505. The Deposition Church and the Palace of Facets were also constructed during this time. The Ivan the Great Bell Tower was built in 1508. It is the tallest tower at the Kremlin with a height of 266 feet (81 meters).

Joseph Stalin removed many of the relics from the tsarist regimes. However, the Tsar Bell, the world’s largest bell, and the Tsar Cannon, the largest bombard by caliber in the world, are among the remaining items from that era. The Kremlin Armory is one of Moscow’s oldest museums as it was established more than 200 years ago. Its diamond collection is impressive.

The Kremlin’s gardens – Taynitsky, Grand Kremlin Public and Alexander – are beautiful. The Kremlin has also served as the religious center of the country, and there is a tremendous number of preserved churches and cathedrals here. The collections contained within the museums include more than 60,000 historical, cultural and artistic monuments. Those who enjoy the performing arts will want to consider attending a ballet or concert at the State Kremlin Palace. Completed in 1961, it is the only modern building in the Kremlin.

2. Red Square

Lying at the heart of Moscow, Red Square is the most important and impressive square in the city. It is one of the most popular tourist attractions due to its wealth of historical sights and cultural landmarks.

Drenched in history, the huge square is home to incredible sights such as the Kremlin, St. Basil’s Cathedral and Lenin’s Mausoleum, among others. Consequently, it is not to be missed when in Moscow as it really is home to the city’s most stunning monuments.

It is here that many important moments in Russian history took place; the former marketplace has hosted everything from Tsar’s coronations and public ceremonies to rock concerts and Soviet military parades. Wandering around the massive square is a humbling experience and undoubtedly one of the highlights the city has to offer.

1. Saint Basil’s Cathedral

Located in the impressive Red Square, St. Basil’s Cathedral is gorgeous; its delightful spires appear as if out of a fairytale. The most recognizable building in the country, the cathedral is very much a symbol of Russia. No visit to Moscow is complete without having taken in its unique and distinctive features.

Ivan the Terrible ordered the cathedral’s construction in the mid-16th century, and legend holds that Ivan put out the architect’s eyes so that he would be unable to build another cathedral more glorious than St. Basil’s. Designed to resemble the shape of a bonfire in full flame, the architecture is not only unique to the period in which it was built but to any subsequent period. For various reasons, both Napoleon and Stalin wanted to destroy the cathedral but fortunately did not succeed.

Known for its various colors, shapes and geometric patterns, St. Basil’s Cathedral houses nine different chapels that are all connected by a winding labyrinth of corridors and stairways. On the lower floor, St. Basil’s Chapel contains a silver casket bearing the body of St. Basil the Blessed.

Throughout the cathedral are many beautiful murals, frescoes, wooden icons and other art works and artifacts. Outside the cathedral is a lovely garden with the bronze Monument to Minin and Pozharsky, who rallied an all-volunteer Russian army against Polish invaders during a period of the late 16th century known as the Times of Troubles.

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Russia Travel Advisory

Travel advisory june 27, 2024, russia - level 4: do not travel.

Reissued after periodic review with minor edits.

Do not travel to Russia due to the consequences of the full-scale invasion of Ukraine by Russian military forces. U.S. citizens may face harassment or detention by Russian security officials, arbitrary enforcement of local laws, limited flights into and out of Russia, and the possibility of terrorism. The U.S. Embassy has limited ability to assist U.S. citizens in Russia. The Department has determined that there is a continued risk of wrongful detention of U.S. nationals by Russian authorities. U.S. citizens residing or traveling in Russia should leave immediately.

The U.S. government has limited ability to help U.S. citizens in Russia, especially outside of Moscow. The U.S. Embassy is operating with reduced staffing, and the Russian government has restricted travel for embassy personnel. Furthermore, all U.S. consulates in Russia have suspended operations, including consular services.

There have been reports of drone attacks and explosions near the border with Ukraine as well as in Moscow, Kazan, and St. Petersburg. In an emergency, you should follow instructions from local authorities and seek shelter.

Russia may refuse to recognize your U.S. citizenship if you are a dual U.S.-Russian citizen or have a claim to Russian citizenship. Russia has denied consular officers visits to detained dual U.S.-Russian citizens. The Russian government has forced citizens with dual nationality to join the Russian military and prevented them from leaving the country. In 2022, the Russian government mobilized citizens for its invasion of Ukraine. Military conscription continues.

In Russia, the rights to peaceful assembly and free speech are not always protected. U.S. citizens should avoid protests and taking photos of security staff at these events. Russian authorities have arrested U.S. citizens who joined protests. Moreover, there are many reports of Russians being detained for social media posts.

U.S. citizens should know that U.S. credit and debit cards no longer work in Russia. Due to sanctions, sending electronic money transfers from the U.S. to Russia is nearly impossible.

Commercial flight options are minimal and are often unavailable on short notice. If you wish to depart Russia, you should make independent arrangements. The U.S. Embassy has limited ability to assist U.S. citizens in leaving the country, and transportation options may suddenly become even more restricted.

Click  here  for Information for U.S. Citizens Seeking to Depart Russia.

U.S. Embassy staff generally are not allowed to fly on Russian airlines due to safety concerns. Recently, the FAA downgraded Russia's air safety rating from Category 1 to Category 2. Additionally, the FAA banned U.S. flights in some Russian areas, including the Moscow Flight Information Region (FIR), the Samara FIR (UWWW), and the Rostov-na-Donu (URRV) FIR within 160NM of the boundaries of the Dnipro (UKDV) Flight Information Regions. Check the FAA's Prohibitions, Restrictions, and Notices for more information.

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Russian officials have interrogated and threatened U.S. citizens without cause. This includes former and current U.S. government and military personnel and private U.S. citizens engaged in business. U.S. citizens may become victims of harassment, mistreatment, and extortion.

Russian authorities may not notify the U.S. Embassy about the detention of a U.S. citizen and may delay U.S. consular assistance. Russian security services also target foreign and international organizations they consider “undesirable.”

Russian security services have arrested U.S. citizens on false charges, denied them fair treatment, and convicted them without credible evidence. Furthermore, Russian authorities have opened questionable investigations against U.S. citizens engaged in religious activity. U.S. citizens should avoid travel to Russia.

Russia's invasion of Ukraine has destabilized security in southwestern Russia. In October 2022, the Russian government declared martial law in the following border areas with Ukraine: Bryansk, Kursk, Belgorod, Voronezh, Rostov, and Krasnodar. Under martial law, authorities can set curfews, seize property, and restrict movement. The Russian government may detain foreigners, forcibly relocate residents, and limit public gatherings. U.S. citizens should avoid all travel to these areas.

Russian authorities have questioned, detained, and arrested people for “acting against Russia's interests.” Local authorities have targeted people for posting on social media or supporting "anti-Russian" groups and punished individuals for criticizing the government or military. The Russian government's current "LGBT propaganda" law bans discussion of LGBTQI+ related topics. In November 2023, the Supreme Court labeled the so-called "international LGBT movement" as extremist. This decision effectively made it a crime to support the human rights of LGBTQI+ persons in Russia.

Terrorists continue to plan attacks in Russia. The March 2024 Crocus City Hall incident proved they can strike suddenly. Terrorists may target tourist areas, transport hubs, and markets. They may also target government buildings, hotels, clubs, restaurants, and places of worship. Parks, events, schools, and airports are also potential targets.  U.S. government employees under Embassy (Chief of Mission) security responsibility are not permitted to travel to the North Caucasus, including Chechnya and Mt. Elbrus. U.S. citizens should avoid travel to those areas.

The international community does not recognize Russia’s annexation of Crimea and does not acknowledge Russia’s purported annexation of Donetsk, Luhansk, Kherson, and Zaporizhzhya. Russia staged its full-scale invasion of Ukraine, in part, from occupied Crimea and there is a heavy Russian military presence in these areas. There is intense fighting across these regions and Russian authorities there have abused both foreigners and locals. Authorities have specifically targeted individuals who are seen as challenging Russia’s authority.

The U.S. Embassy in Kyiv administers consular services to U.S. citizens in Crimea, Donetsk, Luhansk, Kherson, and Zaporizhzhya. However, the conflict limits the Embassy's ability to help U.S. citizens in these areas.

Read the  country information page  for additional information on travel to Russia.

If you decide to travel to Russia:

• Read the information on what the U.S. government can and cannot do to assist you in an emergency overseas .
• Consider the risks involved in having dual U.S.- Russian nationality.
• Have a contingency plan in place that does not rely on U.S. government help. Review the Traveler’s Checklist .
• Follow news for any important events and update your plans based on the new information.
• Ensure travel documents are valid and easily accessible.
• Visit our website for Travel to High-Risk Areas .
• Enroll in the Smart Traveler Enrollment Program (STEP). This will allow you to receive Alerts and make it easier to locate you in an emergency.
• Follow the Department of State on Facebook and Twitter .
• Review the Country Security Report for Russia.
• Visit the CDC page for the latest Travel Health Information related to your travel.

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