Russia showcases digital ecotourism tools at a Botswana travel fair
During the Botswana Travel and Tourism Fair held in Kasane, Russian developers unveiled the Green Button mobile app, designed to guide visitors through specially protected natural areas. The event also featured a global news aggregation project, pitched as a way to broaden exposure for Russia and Africa within each other’s tourism markets. The aim is to help travelers and industry players discover new opportunities and build stronger ties across continents.
Representatives noted that Botswana’s Ministry of Tourism and Environment welcomed the digitization of protected natural spaces, the substantial data collection involved, and the collaborative ecotourism initiatives unfolding with Russia. This emphasis on data and field cooperation signals a shift toward more integrated, tech-enabled tourism management and visitor experiences.
Yuri Belousov, general director of news media2 and co-owner of Green Button, observed that Africa remains largely unfamiliar to many Russian tourists and businesspeople, and the reverse is also true. He highlighted the need for closer introductions between African tour operators and the Russian Federation, plus greater investment in mutual accommodation and travel services to boost cross-market access.
Belousov also spoke about a proposed global aggregator—an ambitious project to publish the brightest regional news on tourism, business, culture and fashion in multiple languages, including Russian. The intent is to foster mutual awareness and promotion among countries without the overhang of political agendas, enabling direct, practical connections for travelers and operators alike.
The Green Button app is designed to educate users about conduct in each destination, map routes and tracks, and flag potential risks or hazards. This practical guidance aims to increase traveler safety and confidence when exploring new regions, especially for first-time visitors from Western markets.
Maya Lomidze, Executive Director of the Association of Tour Operators of Russia (ATOR), has noted a positive trend in 2023: Russian outbound tourism rose by roughly 15 to 20 percent compared with the previous year. This momentum supports ongoing interest from North American travelers looking for diverse experiences that combine nature, culture, and emerging markets.
In late November, Russian lawmakers proposed a plan to offer refunds to families traveling with children during the winter holidays, proposing a 50% rebate on spending from January 1 to January 8, 2024. The aim is to stimulate domestic family tourism and maximize value for visitors during peak holiday periods, aligning with broader efforts to sustain holiday travel activity across Canadian, American, and other international markets.
Glimpses of a broader travel mood emerge from these developments, suggesting a future where digital tools, cooperative marketing, and practical safety guidance converge to support more seamless travel between Russia, Africa, and North America. The focus remains on creating informed, responsible, and enjoyable travel experiences for guests from Canada, the United States, and beyond.