Event of the Year: Festival Programming in the Modern City

On August 25, as part of the Urban Forum, Zaryadye Park hosted an expert discussion titled “Event of the Year: Festival Programming in the Modern City.”

Participants included Sergey Cheremin, Minister of the Government of Moscow, Head of the Department for External Economic and International Relations; Alexander Smykalov, First Deputy Director of “Moscow Fairs”; Elena Andreeva, Coordinator of the “Circle of Light” Moscow International Festival; Evgenia Galetka, Founder and CEO of the Journey agency; and Sabina Chagina, Curator, Art Director, and Co-founder of the “Artmossphere” Street Art Biennale. The discussion was moderated by sponsorship and festival specialist Yury Subbotin.

Sergey Cheremin shared the origins of one of Moscow’s largest festivals, “Journey to Christmas,” which has become a beloved tradition for both residents and visitors. Reflecting on how city festivals enhance Moscow’s international image and tourism appeal, the Minister emphasized their critical role in urban branding and attracting visitors. “Festivals foster cultural exchange, bring people together, and drive development,” he noted.