The attractiveness of a country and its cities to tourists is largely determined by the cultural code - a set of objects and symbols that form the basis of local identity. For example, Moscow residents identify three key components of the capital's cultural code: architecture (48%), performing arts (31%), and visual arts (27%). Another 26% of Muscovites note the prominent role of Internet projects and social networks, 22% - literature and poetry, 19% - cinema, 18% - mass media, and 17% - gastronomy. This is evidenced by the results of a joint study of the analytical center NAFI and ANO «Moscow Urban Forum», conducted as part of a competition of short videos «Cultural Code. Moscow». Participants in the survey were 600 residents of Moscow aged 14 to 65.

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