LocationsFrom Likes to Hikers: How Belarus’ Nature Reserves Are Going Digital
February 26, 2026
The participants of the digital communication training in Minsk, Belarus
How do you capture the silence of a misty wetland, the call of a rare bird, or the scent of pine after rain on a smartphone screen? In an era where millions of images compete for our attention, protected wilderness areas are finding it increasingly difficult to cut through digital noise.
For modern travelers, the journey begins long before they pack their bags; it starts with a scroll through a smartphone. Inspiration is curated on social media feeds, and destinations are chosen based on their digital footprint. While silence is a virtue in the forest, in the digital sphere it simply equates to lost visitors and missed opportunities.
Staff at Belarus’s nature reserves know their territories intimately. However, bridging the gap between physical conservation and digital storytelling requires a specific skillset—one that is often lacking in traditional nature reserves management.
To address this, the United Nations Development Programme (UNDP) in Belarus gathered representatives from seven nature reserves in Minsk for an intensive three-day workshop. The goal was straightforward but ambitious: to equip ecotourism specialists with the tools to turn a reserve’s social media account into a compelling brand capable of building a community of loyal nature enthusiasts.
Over a dynamic three-day schedule, participants were immersed in the fundamentals of digital strategy. The workshop blended strategic theory with hands-on practice, moving beyond the basics to cover the essentials of modern engagement.
Attendees developed content plans for Instagram, VK, and TikTok, learning how to curate material that truly engages modern audiences — from dynamic Reels and interactive Stories to useful guides saved in Highlights. Crucially, the training highlighted the importance of data analytics: understanding which posts resonate, where audience attention drifts, and what content is compelling enough to be shared.
Effective promotion requires precision targeting. Consequently, the course placed a heavy emphasis on media relations: how to craft a narrative, create newsworthy events, and organize press tours that offer value to journalists and the reserve alike. Influencer partnerships were also on the agenda, with discussions focusing on how to select the right bloggers and negotiate effective formats.
Anastasia Veremchuk, a specialist at the Pribuzhskoye Polesye Nature Reserve.
“The course was excellent; it offered a vision for the account’s development that goes beyond simple branding,” said Anastasia Veremchuk, a specialist at the Pribuzhskoye Polesye Nature Reserve.
The organizers stressed that training is not a magic bullet for instant fame, but rather a toolkit requiring daily application. Specialists are now returning to the field equipped with fresh ideas and practical skills, ready to act as digital ambassadors who can help their colleagues view social media through a new lens.
Mastering these digital tools is now seen as essential for solving key challenges: attracting eco-conscious travelers, supporting regional sustainable development, and delivering on the reserves' core mission—preserving unique natural habitats for future generations.
The event is organized by the project “Ecotourism development to promote green transition to inclusive and sustainable growth,” implemented by the United Nations Development Programme (UNDP) in partnership with the Ministry of Natural Resources and Environmental Protection, with financial support from the Russian Federation.
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