After melting shop closure in December 2020, citizens in collaboration with the Centre for social projects "Second school" elaborated a new strategy for socio-economic development of Nikel'. Tourism and the service economy are the main drivers of the new strategy.
Thanks to the cross-governmental agreement about visa-free entrance for citizens of the frontier zone, collaboration with Norway is more developed today. Territories have collaborative long-term projects in culture, economy, education, and environmental conservation.
Tourist flow was already developed before the pandemic. Though, for Norwegian visitors, it was most of the time a one-day trip for affordable shopping and services. The new strategy intends to stimulate the growth of local businesses and social projects that would enhance citizens' life and tourists' experience.
The need for a brand that would tell the new story of the place was obvious. The challenge is to attract investors, entrepreneurs, and visitors both from Russia and Norway.