THE ART OF BEING OPEN

In recent years, Tatarstan has firmly cemented its status as one of Russia’s leading regions in international communications. Kazan has become a centre of gravity for politicians, businessmen, and—most notably—media outlets from across the globe. The growing interest of foreign press in the Republic’s events underscores the efficiency of its systematic efforts to foster discussions on global agendas.

Central to this process is the International Economic Forum “Russia — Islamic World: KazanForum.” Launched in 2009, it was bestowed federal status in 2023, becoming the key platform for strengthening Russia’s trade, economic, scientific, technical, and cultural ties with the OIC member states. Coverage statistics in international media shows its growing clout: if, in 2022, the event was attended by media representatives from 11 countries, the following year saw journalists from 25 nations. International media coverage has surged, spanning nearly every nation of the Global South. This momentum has only grown in the years since—the number of reports continues to increase, while the geographical reach steadily expands. Foreign officials have repeatedly hailed the forum as a “vista of opportunity” for deepening cooperation and forging new international ties rooted in mutual respect.

Yet the true measure of its success lies not merely in numbers. Qualitative analysis reveals that the interest of foreign media extends well beyond the official newsreel, increasingly focusing on the forum’s tangible outcomes and practical benefits for their own countries. Journalists from the Middle East, Asia, and Africa give as much attention to the business agenda as they do to its cultural dimension, singling out the organisers’ hospitality as particular praiseworthy.

In Tatarstan, the media and communications activities are coordinated by Tatmedia Republican Press and Mass Communications Agency—the authorised body in information policy.

The geographical reach of foreign media covering events in Tatarstan is ever-expanding. Initially, the Forum drew strong interest from media in the CIS and Turkey, yet today it attracts correspondents from Indonesia, Malaysia, Saudi Arabia, the UAE, Pakistan, as well as nations across Africa and even Latin America. Partner broadcasters set up their own studios on the sidelines of the Forum, delivering live broadcasts, interviews, and feature reports.

Journalists are regularly offered tours across Tatarstan, providing deeper insight into the Republic’s economic, cultural, and social life. The ancient city of Bolgar draws particular attention—here, in 922 AD, the ancestors of the Tatar people voluntarily adopted Islam as the state religion. Visitors are often astonished to learn that the world’s largest printed Qur’an—a volume of 800 kg, 2 by 1.5 metres when closed, its covers, crafted from malachite-coloured fabric, adorned with gold and silver—is housed in Bolgar. These media tours result in thousands of articles in which the Muslim world sees Tatarstan as a model of harmonious coexistence among diverse cultures and faiths.

A distinct strand of Kazan’s media diplomacy has been its engagement with the Arab world. In 2025, dozens of journalists from leading media outlets in the League of Arab States visited the Republic. Media outlets from Egypt, Algeria, Jordan, Qatar, Lebanon, the UAE, Saudi Arabia, and others delved deep into the region’s industrial, scientific, and cultural potential. They visited an exhibition of products manufactured by leading industrial enterprises, learned about the history of Kazan University (which recently marked its 220th anniversary), and visited cutting-edge scientific centres. This gave birth to dozens of articles in which Kazan is hailed as the “Pearl of the Volga,” a “symbol of interfaith dialogue,” and the “industrial heart of Russia.” Arab journalists noted, with genuine interest, the striking juxtaposition of minarets and church domes within the Kazan Kremlin, describing it as a vivid embodiment of religious tolerance and cultural synthesis.

Most often Kazan made headlines in international reports during the BRICS Summit, which was hosted by Tatarstan’s capital in October 2024. Those days saw thousands of journalists from nearly 100 countries. Major global broadcasters and news agencies from China, India, South Africa, Brazil, the Arab world, and Latin America broadcast live from Kazan. Foreign correspondents filed reports from the Kazan Expo press centre, interviewed delegates, and introduced their audiences to the city. As leading global media described the leaders’ talks in a city with a thousand-year history, they repeatedly underscored the historic significance of the moment.

It is important to note that engagement with foreign media today extends far beyond traditional outlets. Major events in Kazan now attract popular bloggers from the Middle East, Central and South-East Asia. They not only cover the business agenda but also acquaint their large audience with Tatarstan’s cultural identity—national costumes, educational centres, local cuisine, and architecture. Their social media posts craft a modern, welcoming image of the Republic—appealing to younger audiences—and highlight its considerable tourism potential.

The KazanForum, along with other events aimed at fostering ties with the Islamic world, attracts journalists not only as a source of information for their audiences. Kazan also creates opportunities for media to engage in networking, exchange of views, and shared learning. These activities are organised by the Republic’s Press and Mass Communications Agency in tandem with its partners. The event hosts briefings and educational sessions to enhance professional skills. For instance, in 2024, a workshop on “Exploring the Benefits and Challenges of Artificial Intelligence Technologies,” run by Sputnik in partnership with the Union of OIC News Agencies (UNA), drew significant interest.

Among other initiatives, media support organisers for KazanForum have, since 2025, presented a special award for contributions to coverage of intercultural and economic dialogue between Russia and the Islamic world.

A highlight of the KazanForum’s business programme have become annual media sessions, which bring together top executives from leading media companies of the OIC and Russia. These are discussion platforms where top media managers address industry issues and future cooperation, sign partnership agreements, and mutual content sharing arrangements. In 2025, the event was also joined by Maria Zakharova, official spokesperson for Russia’s Ministry of Foreign Affairs, who delivered an online address to participants. According to experts, Russia currently has no other platforms dedicated to such media cooperation with Islamic-world outlets.

Tatarstan today serves as an effective dialogue platform for Russia’s engagement with the Islamic world and the global media space. The expanding number of foreign journalists arriving, record media reach, and growing interest in the region’s economic, cultural, and interfaith experience serve as a testament to the chosen strategy delivering tangible results. Ahead lie new forums, new international events, and, beyond doubt, a new surge of interest from global media.