Reinventing tourism facing Russian boycott


The Estonian city of Narva has historically relied on strong ties with neighbouring Russia, but since the invasion of Ukraine the Russians have snubbed it, dealing a severe blow to the city’s economy. Targeting Western visitors is now a priority to revive the tourism sector. A key asset in this strategy is the Kreenholm Manufactory Company. Founded by an ancestor of European Commission President Ursula von der Leyen and once a beacon of Estonian industry, it succumbed to globalisation in 2008. Art installations and virtual tours, supported by the EU’s TExTOUR project, are part of a major effort to breathe new life into the abandoned factory, which now hosts film productions and opera festivals.
The TExTOUR project will run until 2024.


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