Belorusneft working to enhance the country’s tourist attractiveness
On visiting a fuelling station, we often grab something to eat, or buy a souvenir. Moreover, there’s usually some information available on local attractions, guiding us towards an agro-mansion, for example, or sites where we can see local folk crafts, ethnographic, culinary or architectural traditions and natural beauty. Agro-mansion owners have been developing this path with specialists from Country Escape Association of Agro- and Ecotourism, liaising with company heads and representatives of local authorities and recreation sites. If properly organised, revenue could rival that of the mining industry!
Belarus N envisages the launch of the first tourist Internet portal (initially in Russian and, later, in English), with ratings of thematic routes and recreation sites, in addition to a system of online booking and payment. Additionally, a mobile application is being developed, as well as a souvenir paper catalogue (to be distributed via Belorusneft network stations). The advertising campaign should inspire agro-tourism, as well as bringing trade to the hotel and restaurant business, and pushing forward small businesses’ original ideas and initiatives.
The project is based on direct state interest, with growing exports of tourist services guaranteeing new jobs, business development in rural areas and, eventually, tax revenue. “Initially, we planned to organise advertising support for agro-mansions situated near Belorusneft stations,” comments the Director of NEF Group, Oleg Romanov. “However, growing interest inspired us to reconsider, taking a wider view. We’re planning. ‘Syrny’ (cheese), ‘Pivnoy’ (beer), ‘Rytsarksy’ (knight), ‘Vodny’ (water) and ‘Banny’ (washing) routes: 15 promising avenues at the initial stage. All Belarus N tours begin from a Belorusneft station, aimed at all ages and devised to a certain standard. Our ‘Syrny’ route envisages visiting the Cheese Museum and Myshiny Dom (Mouse House) agro-mansion, as well as taking lessons in cow milking and enjoying an open air fondue. Further excursions are planned by an entrepreneur, who will take responsibility for development.”
As the Deputy General Director of Belorusneft Production Association, Sergey Kamornikov, tells us, the project launches this autumn, with 50 fuelling stations becoming starting points in the first year of operation. Overall, the company runs 546 stations countrywide and, by the end of the year, another 16 will have opened, unified by the same working rules.
The Belarus N programme also envisages professional monitoring of recreation sites and thematic routes, with a rating applied, to guide tourists in planning their excursions; there will even be special awards for branch leaders, to recognise their efforts.
By Dmitry Makhotkin
