In 2026, the world marks 40 years since the Chernobyl nuclear disaster — a tragedy that profoundly changed the lives of millions and the future of entire regions.

Over the decades, the approach to supporting affected areas has significantly evolved: from recovery to sustainable development, where people, their initiative, and the creation of new local economic opportunities play a central role.

Entrepreneurship has become a key driver of this transformation. In particular, silver entrepreneurship is emerging as an important mechanism for engaging older people in economic activity and enabling them to contribute to the development of their regions.

The story of Vasily Yungov is a powerful example of this.

A new chapter - an opportunity for a new start

In his hometown, he is known simply as “Ded Vasil (Grandpa Vasil).” He has spent his entire life in Polesie, working at a local enterprise and actively participating in a community tourism club.

Retirement became an opportunity for him to reassess his experience and find new ways to apply it. It was at this moment that the idea of starting his own business emerged.

— Tourism, for me, is a state of mind. I have often witnessed how people arriving in Polesie for the first time are transformed: they unwind, learn to slow down, and see nature from a new perspective, — says Grandpa Vasil. — At some point I realized that my experience, knowledge, and deep love for this region could be not just a hobby, but the foundation of my own business.

This step required courage: he had to learn new approaches, navigate unfamiliar challenges, and step beyond his comfort zone. But what mattered most was the desire to remain active and share what he knows best.

This is how the rural guesthouse began to take shape.

A business rooted in place and experience

Polesie became not just the location of the business, but its core asset and source of inspiration.

Deep knowledge of the area, understanding of nature, and years of experience in tourism allowed Vasily to create a unique and authentic offering.

The business developed gradually: from simple routes and basic equipment to expanded services, including water routes, camping, and additional recreational formats. This step-by-step approach helped minimize risks and build a sustainable model.

When knowledge and community become a growth driver

The main challenge was not the idea, but promotion.

Like many older entrepreneurs, the barrier was not a lack of ideas, but limited familiarity with modern tools — particularly in the digital space. The absence of a structured online presence constrained business growth.

In 2025, Vasily joined an initiative supporting silver entrepreneurship implemented by the Ministry of Economy with the support of UNDP. The programme brought together over 500 participants aged 50+ — both active and aspiring entrepreneurs — and focused on practical skills, from basic business knowledge to applied digital tools.

As a result, Vasily was able to structure his business: establish an online presence, work systematically with customer feedback, improve visual communication, and clearly articulate his unique value proposition.

For Vasily, one of the most important realizations was the sense that he was not alone. Meeting other programme participants — people aged 50+ who had decided to start their own businesses from scratch — helped him reconsider his own doubts. Shared stories, similar challenges and first successes gradually reduced internal uncertainty and built confidence.

As he observed how others navigated similar paths, he began to see his age increasingly as an asset. Experience, resilience, and decision-making skills became the foundation on which he could rely in developing his own business.

From first results to further growth

The results became visible quickly.

Where previously there were only a few inquiries per week, the use of digital tools increased demand to several inquiries per day.

At the same time, the business model strengthened: new partnerships improved logistics, diversified services, and made the offering more comprehensive.

The next step was the development of guided tours. Professional connections and peer learning — including those established through the programme — played an important role in this process.

New ideas are also emerging, such as creating interregional tourism routes.

From individual experience to systemic support: advancing silver entrepreneurship in Chernobyl-affected regions

Looking back, Vasily identifies several simple but important lessons. To remain active and relevant in both life and work, continuous learning is essential — regardless of age. At the same time, older people, especially in regions affected by the Chernobyl disaster, need clear and accessible forms of support that help them navigate and adopt modern tools.

This is why the development of silver entrepreneurship, including in Chernobyl-affected regions, remains one of UNDP’s priorities. The next phase of work focuses on making this support even more accessible and practical: through strengthening local infrastructure for small businesses, developing clear and user-friendly learning materials for older people, and providing practical training in digital and entrepreneurial skills that help turn ideas into sustainable businesses.

Equally important for Vasily was another realization: uncertainty and fear are natural in times of change, especially when starting something new later in life. But where there is a community, mentors and access to knowledge, these fears no longer hold people back.

Vasily’s story is part of broader changes taking place in Chernobyl-affected territories. It is a story of how individual initiative, supported by knowledge and opportunity, contributes to sustainable development, and how experience and a strong connection to place turn into a resource for growth — not only for people, but for the territories they live in.