Attracting peace-time visitors to Murmansk is a city priority. For decades the government has given incentives to keep workers at the docks in this remote, grey and lusterless part of Russia. The goal is to build a tourism industry that is self-sustaining.
Murmansk is promoting its geography as ideal from which to view northern lights. The Arctic hotel of World War II era simplicity has been redone to greet guests as an option to pricier Iceland hotels. Of course, downtown Reykjavik is thick with shops and restaurants, of the sort non-existent in Murmansk today. So, Murmansk has begun to soften its image, beginning with teddy bear landscaping.