On June 3, the St. Petersburg International Economic Forum (SPIEF) hosted the panel session “International Youth Festival: Events and Content Attracting Investment to the Country,” organized by the World Youth Festival Directorate.
Panelists discussed how major international youth events and social media content contribute to a country’s investment attractiveness, help lower perception barriers, build trust, and generate long-term interest among international audiences, businesses, and investors. The session was moderated by Petar Popović, a Serbian political blogger.
Vakhtang Hiklandze, Deputy Director General of the World Youth Festival Directorate, spoke about how large-scale international youth events can shape a country’s image.
“The International Festival of Youth is not just a large-scale event. It is a strategic platform for showcasing Russia’s potential to the world. The Festival will give 5,000 international participants from 190 countries a chance to learn about Russia’s achievements in the economy, technology, culture, education, and youth policy. The IFY – 2026 will foster an objective understanding of our country not only among participants, but also among millions of people outside the event. Our goal is not to generate a short-term media effect, but to build long-term relationships of trust with international partners, young leaders, entrepreneurs, and future investors. User-generated content plays a special role in this process. Today, the personal experiences that participants share on social media have become one of the most effective tools of international communication. Every post, story, or video helps millions of people around the world see modern Russia through the eyes of those who have experienced it firsthand. This organic and large-scale distribution of content builds trust, breaks down stereotypes, and generates lasting interest in our country,” said Vakhtang Hiklandze, Deputy Director General of the World Youth Festival Directorate.
According to Yulia Ablets, Deputy Director General of Dialogue Regions ANO and Founder of the New Media Workshop, the International Festival of Youth is becoming not only a platform for dialogue but also an infrastructure for developing an international community of influencers and content creators who engage audiences around the world.
“We can already say with confidence that the International Content Center, established by the New Media Workshop and the World Youth Festival Directorate, has created a community of influencers who share what they see and tell the truth without distorting information, while presenting it in a format that resonates with their audiences. This community is already launching joint projects independently. No special instructions are required. Such cooperation emerges naturally in an environment of open communication and interaction. That is why education, communities, and support institutions are essential elements of this system. Major international events such as the International Festival of Youth become focal points where new projects, partnerships, and opportunities emerge to present Russia as a country, a culture, and a civilization phenomenon,” Yulia Ablets emphasized.
Speaking about the impact of international youth events on perceptions of countries abroad, Christopher Helali, a US blogger and journalist, noted that participant-generated content plays a special role today.
“A significant part of Western audiences lives in what I would describe as an information vacuum deliberately created by certain media structures. Events taking place in Russia and in international affairs are often presented through such a strong negative filter that the essence of what is actually happening is distorted. Many young people do not know about the International Festival of Youth, its scale, or the genuine interaction among young people from 190 countries. Participant-generated content becomes the most convincing evidence of Russia’s openness and hospitality. It breaks through information barriers and creates a genuine, undistorted understanding of the country. I experienced this firsthand when I took part in the World Youth Festival Assembly in 2025. For investors, who primarily seek stability and predictability, globally open events like these are a powerful factor in challenging the stereotype of a ‘closed country’ that is so actively promoted in the Western information field. They see not political statements but real facts: smiles, exchanges of ideas, and cooperation, something that cannot be fabricated,” said Christopher Helali.
Isaac Cobbinah, a Ghanaian blogger, better known on social media as Calem OG and famous for his AI-generated cover of the song “Sedaya Noch” (Gray Night), emphasized that participant-generated content is often far more effective at breaking down stereotypes about countries than official statements. According to him, the International Festival of Youth will generate thousands of genuine stories and personal experiences that build trust in the country.
Vakhtang Tuzhba, an IT entrepreneur, founder of the Digital Father platform, and blogger from Abkhazia, noted that large-scale international events serve not only as image-building tools but also as real mechanisms for attracting investment.
“Based on 15 years of experience in venture capital and startups, I can say that major events are not merely about image. They are powerful triggers for real capital. Investors do not make decisions based solely on reports. They need to visit a country, see its infrastructure with their own eyes, shake hands with top officials, and experience the energy of young entrepreneurs. If business forums and sports championships have already demonstrated their ability to attract investment, why should the International Festival of Youth be any different? We are investing in the future. The young people who attend the Festival today will become corporate executives, fund managers, and independent investors within the next five to ten years. Their current loyalty to the country is the capital, which will only get more expensive over time,” said Vakhtang Tuzhba, an IT entrepreneur.
Anastasia Tukmacheva, a sports blogger and healthy lifestyle ambassador, who also became an ambassador of the World Friendship Games during the World Youth Festival 2024, noted that sport serves as a universal language of international communication. Combining sports projects with digital content helps create an objective and attractive image of a country. She noted that participation in major international events provides an opportunity not only to represent Russia on the global stage but also to showcase its openness, values, and potential to millions of people worldwide through personal stories, achievements, and content.
Overview:
The World Youth Festival took place in Sirius on March 1-7, 2024, according to the Decree of Russian President Vladimir Putin on the development of international youth cooperation. The WYF-2024 brought together 20,000 young leaders from 190 countries.
In line with the Russian President’s instructions to preserve and further develop the legacy of the World Youth Festival, festival events are now held annually across the Russian Federation. In 2025, the World Youth Festival Assembly was held in Nizhny Novgorod, bringing together 2,000 young people from 120 countries. In 2026, the International Festival of Youth will welcome 10,000 participants. The next World Youth Festival for 20,000 participants will take place in 2030.
The World Youth Festival Directorate continues its work to strengthen international youth cooperation and develop a global community of young people committed to shaping a better future.