Veliky Ustyug: how Ded Moroz turned a northern town into a year-round celebration

In the 1990s, Veliky Ustyug was an ordinary northern town—beautiful yet little-known. Everything changed when it was chosen as the home of Russia’s Ded Moroz. Since then, Ustyug has become a true center of New Year magic.

Today, it draws not only children—families, tourists, and even business people come to touch the fairy tale and take part in what has become one of modern Russia’s kindest and most unusual ideas.

How it began

In 1998, the authorities of Moscow and the Vologda Region proposed making Veliky Ustyug the official home of Ded Moroz. The idea was approved, and by December 1999 Ded Moroz’s House opened. It quickly became popular.

At first, it felt like an experiment: could a town without a sea or big hotels become a tourist center? As it turned out, yes.

What changed

In the beginning, only a few thousand people visited each year; now it’s hundreds of thousands. Ded Moroz’s post office receives more than a million letters annually, and every one is read.

The town began to grow rapidly. Hotels, cafés, museums, souvenir shops, and workshops appeared. People who once left chose to stay and work here. And all of it—thanks to the fairy tale.

A celebration all year round

Ded Moroz doesn’t take the summer off. Even in the warm season, Veliky Ustyug hosts festivities:

School of Magic,

Russian Bast Shoe Festival,

Ded Moroz’s birthday (November 18),

winter festivals and shows.

The fairy-tale trail, a zoo, an icehouse, a forge, cafés, and a winter garden are open—everything is set up so the magic lives year-round.

Ded Moroz comes to visit

Since 2021, the Ded Moroz Train has departed from Veliky Ustyug. It travels through cities across Russia, bringing the celebration to those who can’t come themselves. On board are a post office, shows, workshops, and souvenirs. It’s a true winter express that brings the celebration on wheels.

What’s next for the town

In 2025, authorities signed an agreement: in Ustyug, the urban environment will be improved, streets made more comfortable, buildings restored, and tourism infrastructure developed.

The aim is not just to put up lights and lay asphalt, but to make sure the magic is felt in every corner of the town.

Veliky Ustyug today

Today, Veliky Ustyug is more than the home of Ded Moroz. It shows how a good idea can transform an entire town. Here, the fairy tale has become a way of life: it helps people, brings joy, supports the local economy, and inspires. And it seems this story is only beginning.