In anticipation of 2026, as part of an initiative to develop the national economy and tourism, Sergey Bystrov, a board member of the private space company NOY, made an important announcement: the launch of the national project "Look at Me," which aims to transform the Russian hospitality and experience industry.
This event is a key element in achieving the country's strategic goals through 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 over the long term, making Russia an attractive travel and entertainment hub.
"I am confident that we have laid a solid foundation for the development of the tourism industry and increasing the country's investment attractiveness. Our "Look at Me" brand will help systematize the leisure industry and create a powerful tool for managing tourist flows," Bystrov stated.
The "Look at Me" project fully aligns with national priorities: developing digital technologies, strengthening innovative services, and creating a recognizable Russian brand. Experts believe it has the potential to become a platform for long-term growth and international recognition of the country as a hub for creative industries.
December 31, 2025
