The study investigates the peculiarities of place branding for Moscow. Recently the numbers of foreign tourists visiting Moscow have increased but the majority of them are over 40 years old. Since the population of most Western countries is ageing, this seems to be a conducive trend for Russian inbound tourism. However, it is very important to attract a younger audience and offer them an opportunity to broaden their cultural awareness. Our study focuses mainly on a young audience, from 18 to 28 year olds, and intended to find out how they presently perceive Moscow and then offer a relevant positioning. For younger tourists, Moscow is still undiscovered. This is an opportunity for Moscow as the city is attractive regarding the cultural aspects and young tourists have an appetite for culture. The study allows us to single out the key elements of the Moscow brand for young people. The key elements are rooted in the rich history and cultural heritage of Moscow. Moscow is recommended to be positioned as a place where different epochs meet: Tsarism, Stalinism and post-Cold War period of Russian democracy.