The first meeting of the Industrial Tourism Subcommittee of the Leningrad Regional Chamber of Commerce and Industry (LRCI) was held at the Lyubimy Kray confectionery factory, with the participation of tour operators.
The company, which has been in operation for 27 years, is one of the largest oatmeal cookie producers in the world, producing approximately 1.5 billion cookies annually.
The factory has the most productive oatmeal cookie production lines in Russia. The automation level is already 95%, and the factory expects to achieve full automation in the near future.
Lyubimy Kray is actively developing industrial tourism, and in just four years has managed to transform it into an independent and successful commercial project.
Last year alone, 13,500 people visited the factory, the highest number in the Leningrad Region and one of the best in Russia. The factory actively collaborates with the Leningrad Region Economic Development Agency and was one of the first to join the "Cool Location" program.
Such high results were achieved through a comprehensive approach and significant investment: a dedicated museum-laboratory space was created to welcome guests, and a dedicated staff was created to develop this area. Management's personal commitment also played a significant role. According to CEO Alexey Medvedev, he increasingly finds himself serving not only as the head of the factory but also as an ambassador for industrial tourism in the Leningrad Region.
Edvard Gornostaev, First Deputy CEO of JSC "KO Lyubimy Kray," explained how developing industrial tourism allows for the creation of an emotional connection between the brand and the consumer, addressing personnel issues through career guidance programs, and sharing experiences with colleagues from other regions and countries. Lyubimy Kray is also establishing international cooperation within this area: the company regularly receives official delegations from Belarus, and company representatives participate in international exhibitions, where they exchange experiences with colleagues from various countries and industries. Furthermore, plans are underway to expand cooperation with the Committee for External Relations of the Leningrad Region, which will facilitate the further development of international contacts.
During the meeting, participants discussed how to generate demand for such specialized tours and pricing for professional groups. It was also noted that in the industrial tourism sector, competing companies practice a unique approach to openness: they willingly share their developments and know-how, thus creating a "common pool" of successful practices. While the direct implementation of other companies' methods is not always possible due to the specific nature of various industries, such practices provide a powerful impetus for development, stimulating healthy competition and ultimately promoting the growth of related industries.
This open exchange of experience allows for the improvement of the entire system and enhances the professional climate within the region!
