Introduction

Tourism practices today embraces different activities, locations, and global trends. Furthermore, they bring new emotions, experiences, skills and achievements. The fashion phenomenon in the tourism industry can influence tourism practices: depending on fashion trends, tourism practices and routes vary and construct offers for consumers. Moreover, fashion trends in tourism practices lead to space redefinition: tourism destinations, cities or urban spaces become cities of a different fashion.

This paper explains the idea of fashionable scenarios for urban tourism practices. The fashion phenomenon participates in the city branding and image that create attractive tourism destinations and propose various tourist offers and practices. The fashion for a lifestyle encourages spending time by yoga or meditation and promotes ideal places for these activities. The fashion for a sustainable lifestyle inspires planning a vacation in a more sustainable way that includes consumer demand for more sustainable transportation, accommodation, nutrition, and entertainment programs. Finally, the fashion for collecting more emotions and fewer objects induces searching for new experiences in local gastronomic offers, cultural heritage events, or extreme tourism routes.

Special focus in this paper is given to the influence of the COVID-19 pandemic on the tourism industry in general and the change in tourism offers in particular. The quarantine restrictions and international travel ban stimulated the development of domestic tourism and the creation of new local attractive tourism offers. New fashionable scenarios for tourism practices implement these restrictions and new scope of travelling and propose new practices and local solutions.

The paper indicates three main trends for the fashion and tourism industries and proposes its reflection connected to the Russian tourism industry. The first trend is space redefinition as a way to explore new areas and destinations under the fashion scenarios. The second trend is the use of collaborative instruments essential to apply the advantages from the fashion and tourism industries to create attractive offers and improve city branding and city image. Finally, the third trend concerns the time perspective that moves towards the slowing down idea and offers a qualitative change searching new experiences and emotions in tourism.

Urban Tourism Practices and the COVID-19 Restrictions

Popular urban tourism practices usually relate to beach tourism or city tourism. However, in the last years, not without the impact of the experience economy¹, the tourism industry expanded traditional tourist routes and destinations by creating new content and practices². These novelties aim to entertain and provide a qualitatively new experience and deliver new emotions to tourism products. Moreover, it becomes fashionable to follow non-traditional tourism scenarios and participate, taste and enjoy new tourism practices.

Pine and Gilmore³ determine four realms of consumer experience that vary from the customer involvement level (active or passive participation) and the degree of connection between customer engagement and an event (absorption or immersion). Firstly, an educational experience that implies active participation and absorption engages and inspires consumers to learn new practices (e.g., attending a lecture or taking a course). Secondly, an escapist experience that includes active participation but immersion brings consumers to complete involvement and captivation of an activity (e.g., participating as an actor in the event, approaching some great destinations). Thirdly, an entertainment experience as passive participation and absorption is the most typical type (e.g., watching television, attending a concert). Finally, an aesthetics experience as passive participation and immersion signifies the consumer’s relation to the physical environment (e.g., visiting a museum or observing sightseeing).

The experience economy defines the ways how to consume tourism offers and engage with tourism practices. It can concern learning new skills, acquiring new knowledge, developing competencies. Moreover, it is about enriching social and cultural capital with the collection of memories, impressions, and experiences.

The pandemic of the COVID-19 virus has drastically affected the global tourism and hospitality industry, from the international travel restrictions to the mass job loss and business devastation. According to the United Nations World Tourism Organization⁴, the decline in international tourism in 2020 reached 80%, leading to a possible US$1.2 trillion profit loss and up to 120 million tourism job loss for the tourism industry. The lockdown as a global game-changer stopped international flights, threatened hospitality, aviation, accommodation, retail, arts and cultural industries, and caused worldwide tourism agencies to shut down. The quarantine requirements, travel bans, border-crossing restrictions, and the force for social distancing challenged the tourism industry to develop and popularize new practices and encouraged people to travel locally and regionally. These restrictions stimulated the national economies and engaged in changing cultural values and consumer stereotypes: in the lockdown conditions, tourists have to explore local sightseeing and touristic highlights. The positive outcome is the creation and popularization of new tourism practices and destinations that motivated businesses to invest in local infrastructure.

Ideas on Tourism Recovery and Transformation

Different scholars propose ideas on the tourism industry future after the pandemic restrictions; mainly, these suggestions relate to either tourism recovery or transformation. The pandemic quarantine and travel restrictions affected mostly two significant tourism benefits, mobility and human contacts. Therefore, the lockdown resulted in new social and cultural norms as well as physical space reconsideration for the global tourism industry⁵. However, the strategy to return to the exact tourist offers and routes does not fulfil travel restrictions and other complications after the lockdown. Furthermore, mass tourism is not only financial support for some tourists regions but a global environmental problem. Therefore, there is a necessity of reconsidering the basic concept of tourism.

The recovery strategies for tourism can signify the tourism offers to travel locally and regionally, invest in local economies, and develop nature tourism (with more options for social distancing)⁶. There are more doubts regarding international tourism: medical certificates (for either being clear of or having had the disease), clearances and vaccination become the new password for international mobility and seems to be included in all official travel documents.

As some scholars denote⁷, there are specific ways to redesign and redevelop tourism practices for a more sustainable approach. In order to change unsustainable tourism practices, it is essential to implement strategies far beyond only to search for another motivation as resource exploitation, business growth and profits. These strategies should instead foster positive changes in supporting local resilient communities and practices of regenerative tourism.

The scholars define some diverse economic practices in tourism that can become a sustainable alternative for the tourism industry and are supported by public and private actors. They define the examples that focus on different enterprises, labour types, property, and forms of exchange. In this way, the scholars describe the examples: i) of collaborative technology platforms that, by using digital platforms, engage local communities and volunteers in creating tourism offers; ii) of community value co-creation as a creation of shared values system supporting local communities and providing jobs and benefits; iii) of local associations and family networks that promote the idea of solidarity and develop and support local infrastructure and environment; iv) of alternative development that fulfil local human development needs and fund partner goals; v) of collaborative commons economy with self-employment opportunities, collaboration and exchange. The diversity of economic practices of tourism should highlight the trajectories to switch and transform existing pathways for a more sustainable future of tourism practices.

Other scholars emphasize the perspectives on the path and institutional changes in the tourism industry⁸. Institutional innovations in the demand and supply chains can ideally change the tourism industry by creating new tourism strategies. However, in real conditions, either the supply chain cannot fulfil tourist demands (path creation dissonance), or the supply chain does not react to the changes in the market (path dependence dissonance). Therefore, in this case, any evolutionary trajectory can facilitate needed changes on the way to sustainability.

Moreover, the industry faces the concrete need for changes, from redesigning and redevelopment of popular tourism destinations without stressing the environment to creating and popularizing new formats of travelling, consuming and experiencing. The need for more sustainable, more ethical tourist offers, routes and practices forces to reconsider existing opportunities; the potential of changes can affect the industry differently. Three main focuses of changes are possible: to reduce the level of travel experience due to the negative environmental impact, to change the consumerism ideology that promotes exclusive opportunities of travelling to everyone, and to promote advantages of local tourism offers.

Additionally, the changes can relate not only the transformation of tourism offers but also the education of potential tourists (skills, concepts, competencies) to be more responsible and sustainable while travelling as well tourism agencies to redesign their offers from getting profits from a number of tourists to more conscious approach, lowering negative environmental impact and creating new values⁹.

The harm from the pandemic restrictions affected the tourism industry in general and its workers worldwide as well as tourists. As Higgins-Desbiolles¹⁰ emphasizes, an urgent need for changes and a switch to more sustainable tourism practices. One of the significant dangers is generally overtourism with low-cost flights, packaged cruise ships, affordable accommodation and other strategies to attract tourists finances to the place. Additionally, the author explains the necessity to promote local benefits as local food, reducing the number of big trips and slowing down in general¹¹.

Transformative travel and tourism¹² as a variation of approach for changes in the tourism industry concern the renewal and regeneration principles that support regenerative economic system and help to improve the industry condition. As the scholar denotes, tourism trends leave just market demands and represent the global shift in human preferences and value systems. Action-oriented and participant-driven strategies can lead to essential global changes that will influence the tourism industry as well as current environmental conditions. The shift toward meaning, self-reflection, personal transformation and search for more conscious substantial values characterize transformative travel and tourism.

Finally, the idea of the Buen Vivir (“Good Living”) concept¹³ promotes the priorities shift from economic growth and mass consumption towards social and environmental wellbeing. By facilitating the degrowth of socially and environmentally damaging sectors, this concept explores the meaning of limits and reset the human value system: small-scale and local tourism with the promotion of host communities. Furthermore, this concept emphasizes fundamental human values as health, social contacts, environment and social identity that receive extra significance in the time of crisis.

The Fashion Phenomenon and City Branding

The fashion phenomenon embraces many areas of human’s life and brings fashion ideas and inspirations. As far as fashion and tourism industries are interconnected due to their entertainment function and internationally based production and consumption processes, it is possible to suggest that any fashion idea that appears in the fashion industry can be implemented in the context of tourism practices¹⁴. Furthermore, the fashion phenomenon influences the tourists and fashion consumers impression of cities and urban spaces and participate in building city image and attractiveness¹⁵. In addition, tourism practices connected to the fashion brands can construct through experiential consumption a value system that influence urban ecosystems¹⁶.

It is significant to mention that the phenomenon of fashion is understood in this paper not only as clothing but a general idea of trends and tendencies, the way of thinking and acting that includes various practices and rules and influences different social groups (e.g., healthy lifestyle fashion, sustainable consumption fashion). Today, fashion and tourism industries collaborate for mutual benefits, from shopping tourism and main fashion capitals as tourism destinations to gastronomic tourism and new fashionable restaurants as touristic highlights for new experiences and emotions .

Following the idea of fashion and city representation, it is possible to imagine a city as a branded space representing particular fashion or fashion brands¹⁷. Any branded space determines not only physical location but also symbolic meanings, cultural context, and other links to the city branding notion. Furthermore, any city representation constructed on fashion ideas affects tourism practices and aspects of urban tourism (e.g., destinations, routes, entertainment, accommodation). These attributes make the place unique and attractive, create its individuality¹⁸. Additionally, a tourist as a consumer defines some preferences and demands for tourism practices, and the representations of cities can also be consumed as tourism destinations or attractions. Therefore, city branding through fashion can be a useful instrument for developing national and international tourism practices¹⁹.

Patrizia Calefato argues that due to the urbanization process, European capitals became the centres of fashion that transmitted social practices, social and cultural values, and fashion styles²⁰. These urban spaces as fashionscapes attracted millions of tourists and influenced the city image and representations. Fashion capitals constructed their positive urban image and captivated resources for further development and popularization by locating fashion designer houses, hosting fashion-related events, and welcoming fashion elites. Due to the globalization process, the strong hierarchy between fashion capitals and periphery disappeared; the fashion phenomenon, however, continued to transmit various ideas and values through different urban spaces. Moreover, luxury and mass-market fashion brands that sell fashion items worldwide are still based on the local context of clothes, on street style, individual taste, and specific urban look. Fashionscapes today, as spaces of fashion in the age of digitalization, transmit social-cultural codes, act as instruments of intercultural and international communication.

As Louise Crewe denotes, geographies of fashion include more than just fabrics, fashion items, designers and consumers but embrace different meanings, values, and interconnections²¹. Well-known expressions as “made in Italy” or “made in China” refers not only to the geographical location but bring some meanings and definitions (e.g., quality, prestige, social status, price). City branding in the time of lockdown and travel restrictions experience some changes. Before the lockdown the fashion phenomenon could promote an urban place as an international tourism destination by locating there fashion factory, fashion shop or street style fashion. In the time of lockdown and international travel bans, it is necessary to find local attractions and promote them as fashionable. In other words, if in the past fashion constructed the value of place by highlighting its unique value, today fashion faces the task to find unique local values and promote them locally, make them exclusive.

Fashionable Scenarios and Fashion Trends

This paper proposes that fashionable scenarios for urban tourism practices reflect various fashion trends and foster space reconsideration and redefinition. Tourists require better service, multiple offers, greater experience and satisfaction that foster innovations, application of collaborative instruments and development of new tourism practices. Some scholars suggest that the desire for an authentic experience, cultural capital tourism as a new luxury, and environmental practices in tourism are among various driving forces for the tourism industry development²².

What do fashionable scenarios bring to the tourism industry? On the one hand, new places and spaces, routes and destinations to explore as far as the industry develops new content for practices and tours. On the other hand, already well-known places and spaces can get further understanding and representation due to reconsidering spaces under the fashion ideas and trends perspective.

What does the fashion industry receive from this collaboration? On the one hand, new investments, new infrastructure, and new consumers in the well-known areas of fashion shopping and fashion entertainment. On the other hand, fashion also receives new patterns and cultural values for lifestyle, shopping, free time, and entertainment within new tourism practices.

So, tourism can be considered a fashion phenomenon: tourism practices vary depending on the fashion trends. Some traditional fashionable scenarios for tourism imply urban tourism (e.g., a new city or country tours) and beach holidays (e.g., holidays at the sea coast). At the same time, the tourism industry receives and explores new destinations for gastronomic experience (e.g., national cuisine, local culinary specialties), cultural insights and events (e.g., festivals, concerts, historical sightseeing), or extreme adventures (e.g., mountain trip).

Moreover, with the development of sustainable ideas, fashion promotes such practices as ecological or bio tourism. These practices include travelling in a more sustainable way (to prefer trains instead of airplanes for reducing the carbon footprint, use sustainable, reusable travel items, use car-sharing), visit ecofarms, and live at the eco-farm, eco-village or sustainable agriculture farm. It is supported by current general requirements on hygiene, safety, and social distancing as well as the need for privacy that with nature tourism becomes more realistic.

The fashion for a healthy body and mindfulness supports the development of sport, yoga, spa and medical tourism. In a search for new formats, fashion promotes such options as wedding tourism, industrial tourism, or protest tourism (based on the support of any political or social protests).

The COVID-19 pandemic changed the character of tourism practices. With major restrictions on international travel and mobility, the possibilities of developing national and regional tourism become the most significant and profound. The trend to travel locally represented local areas as unknown, unexplored, and attractive. Domestic tourism brought new sights to the nearby areas, so it became popular and fashionable to investigate the neighbourhood. Additionally, the lockdown and travel restrictions supported and promoted those tourism practices specifically related to mobility, work conditions and tourism experience.

The luxury sector in tourism experienced its best days: the pandemic restrictions and stay-in conditions boosted demand for more luxurious tourism offers. The number of bookings for hotels, residences and ultra-luxury villas increased as well private jet flights, the privacy and comfort of yachting and sailing²³. Moreover, the length of holiday trips increased, travel agencies became more flexible in contracts and services (to rebook or cancel trips)²⁴. Additionally, high-end spa and wellness centres boomed to relieve everyday stress and anxiety. Some predict that wealthy tourists will force the economic recovery²⁵.

The development of domestic tourism brought alone some fashionable scenarios for tourism practices. One of the lockdown trends is to spend the holidays close to nature, with bigger spaces and social distancing, safer and more relaxed. The practice of glamping (from “glamorous camping”) and the rise of interest in eco-hotels boomed. Fashion has to adapt to some safety restrictions but offers glamorous ways to spend the holidays in nature.

Another trend is a switch from the ready offers to independent, customized planning: in the situation of uncertainty with the pandemic travel restrictions, tourists tend to plan the route, accommodation, and the entertainment program independently and according to individual preferences (e.g., holidays with kids, a weekend tour, a tour by car). It brings more freedom for travelling and provides more safety and security for travellers. At the same time, new tourism demands appear in the market that requires new offers and new investments²⁶. Firstly, the demand for individual guides increases: a small tourists group needs a local guide to extend the expressions of a new place. Secondly, people travel more often by car and camper, which decreases the demand for public far-distance transportation and requires the improvement of tourism infrastructure (e.g., parking spaces, camping spaces, gasoline stations, motels, better roads quality). Thirdly, tourists prefer apartments instead of hotels that change the real estate market: short-term rent prevails. Finally, the demand for high-class comfort and services evolves as a reaction to and the compensation from the lockdown restrictions to release stress and experience more.

For those who, due to several reasons, cannot or does not want to travel far, there is one more fashionable scenario: Staycation (from “stay and vacation”) is a combination of staying in the hometown but having holidays. Moving for few days to live in a hotel or having a day trip, exploring local areas, visiting a city excursion — in the time of the lockdown and uncertainty, any tourism scenario plays an important role in the development of the tourism industry and for tourists to fulfil the demand for new impressions and experience²⁷.

Moreover, the restriction to work from home and digitalization facilitated and supported a relatively new trend of workation (from “work and vacation”). As Urban Dictionary²⁸ defines, it is a combination of remote work and tourism activities. These digital nomads, freelancers received an attractive way to combine work and tourism. Tourism and hospitality sectors react by providing better work conditions (comfortable workplaces, wi-fi connections, special accommodation offers).

Digitalization sets new requirements for tourism offers and affects the businesses that provide tourism goods and services²⁹. Digital technologies foster innovations in the tourism industry, re-establish demand and offer interactions, and transform the entire tourism consumer experience. Digital transformation as the use of digital technologies for creating new business models in tourism requires applying the ideas of sustainability, circular economy, setting new social values to improve tourist experience and tourism destination competitiveness at the global market.

Fashion Scenarios and the Russian Tourism Industry

As Federal State Statistics Service³⁰ indicates, the flow of foreigners fell in January–September 2020 by 73% year-on-year, and of those who nevertheless arrived in Russia, only 0.33%, according to the Federal Security Service, visited the country with the aim of tourism — only 12,900 people. The number of domestic tourists in Russia in 2020 declined compared to the previous years and comprised 12.8 million tourists³¹.

Since August 2020, the Russian government implemented the support acts as a touristic cashback for national travel: tourists have the right to get up to 20% of the price of tourism offer or accommodation back if they travel inside the country, minimum of 2 nights, and pay online with the national payment system “Mir”. The number of tourists trips is unlimited. In addition, the Russian tourism industry received the possibility of interest-free loans for salary payments and some other support treatments from the state.

So, this invention aimed to motivate tourists to travel locally and support the national tourism industry. Furthermore, it highlighted the urgent need to develop domestic tourism offers, invest in infrastructure, innovations, ideas for local tourism practices. Last but not least, the national tourism industry faced the complicated task to prove that local tourism offers can be quite competitive with the international travel practices; besides, the task to promote domestic tourism prevailed other tasks and challenges in the time of lockdown.

This research emphasizes the following ideas that unify current trends in the fashion and tourism industries and specify the focus on its further development in the conditions of the COVID-19 pandemic and certain ongoing travel restrictions.

Conclusions

Tourism scenarios have to face reality: there is a time of changes. Mass tourism to world tourism destinations, standard and fixed tourism offers cannot anymore stay at the top. A luxurious vacation does not mean today just a big spend; it is more a unique experience, privacy, and new emotions.

Today’s tourism practices include not only new emotions and the release from working time and stress; it signifies new knowledge, skills, and self-improving activities. Tourism attractions tend to perform concrete links to place, time, and culture in order to create a unique tourism offer. The fashion phenomenon collaborates with the tourism industry in order to create new content and get some benefits from tourism consumers. Digitalization fosters the switch from planning the trip by the travel agencies to the individual tourism options.

The paper explained the idea of fashionable scenarios for Russian tourism practices that are based on the current fashion trends and reflect the global travel situation. Redefining tourism spaces, using collaborative instruments and practices, and switching the time perspective can become profitable for both industries and educate a new type of fashion and tourism consumers. Russian tourism industry attempts to create, elaborate and implement tourism offers that answer actual travel and safety restrictions; tours to local sightseeing, local alternative to international experience and development of tourism infrastructure signify the new turn in the relations between urban areas and citizens. Furthermore, the trend for emotions, impressions, and experiences instead of objects can dominate in these industries and establish new tourism practices and new fashion cities.

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