LocationsHow a Teacher in Her 50s Turned Her Love of Nature into Guiding at the Yelnya Bog
March 6, 2026
“Perhaps my love for the Yelnya Bog is in my genes. I just can’t be without it,” laughs Natalia Zhoidik from the village of Yazno, Miory District.
She is 60 years old. A mathematics teacher. And an individual entrepreneur. For several years, Natalia has been guiding tourists through one of Belarus’s most picturesque spots — the Yelnya nature reserve.
Childhood on the Bog
Natalia’s love for nature began in childhood.
“As long as I can remember, I went with my grandparents to pick cranberries. It was a whole ritual. We would get up early, drive 12 kilometers to the Mokh Bog, and return in the evening with bags full of cranberries. Those were unforgettable experiences,” Natalia recalls.
As an adult, she continued to visit the bog frequently. The bog is never the same. In spring, it’s covered in a blanket of white fluff; in autumn, thousands of gray cranes arrive. You just have to notice it all.
From School Excursions to a Personal Venture
Natalia always went beyond the classroom. She led a local history club, taught children to recognize plants and respect nature, and took them on trips to Yelnya.
But one day she wondered: what if a hobby could become a business?
In 2021, Natalia completed her certification and became a professional guide. Later, she registered as an individual entrepreneur.
This is an example of silver entrepreneurship — when older adults launch their own projects, creating services and new opportunities for themselves and their communities.
Support That Builds Confidence
In 2025, Natalia joined an initiative to support entrepreneurship for people aged 50+, implemented by the Ministry of Economy with UNDP support. The program offered training, consultations, mentoring, and support from Belarus’s Centers for Entrepreneurship Support.
Natalia runs a seasonal business. “Some days there’s a group, other days a pause. For a seasonal business, the main challenge is how to keep bookings more consistent,” she shares.
By the time she joined the program, Natalia was already present on social media and on tourist platforms. Yet she understood that visibility alone wasn’t enough - a structured approach was needed.
As a result of the program, Natalia developed a step-by-step plan for her business: she revised her promotion strategy, strengthened cooperation with tourism companies, and refined how she positions her services. The outcome: her audience grew fivefold.
She also began using artificial intelligence tools to prepare presentations, edit videos, and create short reels - saving time and allowing her to focus on the tour experience and route planning.
Professional Networks — New Opportunities
The program also provided an important advantage: professional connections.
Previously, Natalia mainly interacted with guides in her district. During the training, she met colleagues from other regions, including an entrepreneur from Mikasevichy who develops water-based routes.
“We continue to communicate even after the program, sharing contacts and experiences. This expands opportunities - including attracting more tourists,” Natalia notes.
This is how a community of small entrepreneurs working in sustainable tourism is coming together.
Turning a Passion Into Local Impact
Income from excursions is modest but meaningful. It provides financial stability, allowing Natalia to plan expenses and grow her business.
Financial literacy is a key part of small business resilience. After the program, Natalia became more attentive to pricing: “Now I understand how to calculate a service properly, accounting for all costs and avoiding losses,” she says.
Tourists visiting Yelnya usually do more than just take a tour — they use local services, buy souvenirs, and stay overnight. For the region, this matters: additional income stays in the community, supporting small businesses and the local economy.
“Anything Is Possible If You Really Want It”
Natalia’s story shows how women’s entrepreneurship can be more than extra income — it can contribute to sustainable tourism in protected areas.
It’s also a story of lifelong learning, turning a love of nature into a professional service, and seizing opportunities at any stage of life.
What advice does Natalia have for those hesitant to start?
“You need to understand how much you want it. If you’re passionate — go for it. You don’t have to quit everything at once; start gradually. Age doesn’t matter.”
And a phrase she often repeats to her students:
“You should try yourself in different areas, not choose one profession for life. The more interests you have, the more opportunities you’ll find to grow.”