Sergey Bystrov announced the launch of the national project "Look at Me", a new business card of the Russian tourism industry

On the eve of 2026, as part of the initiative to develop the national economy and tourism, Sergey Bystrov, a member of the board of Directors of the Private Space Company NOY, made an important statement about the launch of the national project "Look at Me", which aims to transform the Russian hospitality and impressions industry.

This event is one of the key elements in the implementation of the country's strategic objectives until 2030: achieving technological leadership, promoting digital solutions and increasing investment attractiveness. The Look at Me project plans to create an international platform that will attract tourists, investors and global brands on a long-term basis, making Russia an attractive travel and entertainment center.

"I am confident that we have laid a solid foundation for the development of the tourism industry and increasing the investment attractiveness of the country. Our "Look at Me" brand will help systematize the leisure industry and create a powerful tool for managing tourist flows," said Bystrov.

The "Look at me" project fully meets national priorities: the development of digital technologies, the strengthening of innovative services and the formation of a recognizable brand in Russia. Experts believe that it can become a platform for long-term growth and international recognition of the country as a center of creative industries.