Kavkaz.RF will represent the North Caucasian Federal District at the International Youth Festival in Yekaterinburg.

At the Russian Ministry of Economic Development’s unified "Discover Russia" stand, festival guests will be able to take a virtual trip to Mount Elbrus, learn a Caucasian dance, and explore the textures and motifs of the country’s most hospitable macro-region.

Kavkaz.RF staff will be on hand at the stand throughout the festival to conduct immersive tours of the Elbrus, Mamison, and Veduchi mountain resorts. Modern technology will play a key role: a virtual immersion experience is planned for the "red" run at Elbrus—the country's highest-altitude ski resort. Visitors will also be able to stroll along a popular eco-trail beside the Baksan mountain river and take a cable car ride to an altitude of 3,847 meters above sea level.

To engage the young audience, Kavkaz.RF has prepared two interactive activities: North Caucasian folk dances and a tactile panel featuring various textures. During a short dance sequence, a neural network overlays traditional costume elements onto the participant's image and applies a cinematic visual effect. The program allows users to choose from the costumes of the various peoples inhabiting the North Caucasus. Visitors leave with a short, stylized video clip that they can share on social media.

The tactile panel continues the company's exhibition experiments from other venues. Here, visitors can touch sand from the Caspian resort currently under construction, mosses and lichens from Mamison, and sheep's wool—a product made in virtually every mountain village.

"It is important for us to tell the story of our beloved North Caucasus through emotions and images that resonate with people all over the world; there will be many international guests at the festival, with 191 countries confirming their participation." "We deliberately integrated the North Caucasian Federal District into the Russian Ministry of Economic Development’s large stand dedicated to tourism as a whole. We believe that the regions do not compete with one another but rather reinforce the image of our country as a multifaceted and diverse territory. It is significant that the entire space is titled ‘Cultural Code’—a concept we focus on heavily when developing the vision for each new resort," said Rustam Tapaev, Deputy General Director of Kavkaz.RF.

The "Discover Russia" stand will be located in Pavilion 2 of the Yekaterinburg-Expo exhibition center. Sharing the "Cultural Code" space will be the Russian Ministry of Culture, the Znanie Society, the Museum of Contemporary History of Russia, the House of Peoples of Russia, and the Russia National Center.

The International Youth Festival will take place in Yekaterinburg from September 11 to 17. As part of the interregional program’s off-site component, participants can visit nine regions of the country—including Kabardino-Balkaria and Karachay-Cherkessia—as well as the republics of Abkhazia and South Ossetia.

Kavkaz.RF promotes import substitution and entrepreneurship development in the North Caucasus Federal District.

Kavkaz.RF assisted the developer Domelitstroy (Chechen Republic) in selecting a supplier of rare white cement for fiber-reinforced concrete production—the material was found in Dagestan. The building material will be used in the construction of the "House of Writers" residential complex in Grozny. The complex's buildings will be named after Chechen authors Abuzar Aidamirov, Magomet Mamakayev, and Raisa Akhmatova.

According to Olga Kolomoitseva, Director of the Department of Investment and Support for the Implementation of State Programs at Kavkaz.RF, the organization systematically assists North Caucasus Federal District companies in finding reliable suppliers and contractors, with a focus on import substitution and the use of local products. To date, support has been provided to 11 companies from the Republic of Ingushetia, the Chechen Republic, and Stavropol Krai, including producers of flour, mineral water, radiators, and workwear.

Non-financial support measures provided free of charge include: procurement, assistance with marketplace access, obtaining "Products of the Caucasus" certificates, and assistance in obtaining federal and regional support programs.

Slavyanovskaya mineral water has received the "Product of the Caucasus" quality seal.

Slavyanovskaya medicinal mineral water from Kavminkurortresursy has joined the list of certified products in the North Caucasus Federal District: it is the 91st product to receive the "Product of the Caucasus" certificate from Kavkaz.RF and Roskachestvo. For nearly 110 years, Slavyanovskaya has been used in sanatoriums and resorts—it is beneficial for the skin, gastrointestinal tract, cardiovascular, and nervous systems.

Products from all regions of the North Caucasus Federal District have received "Product of the Caucasus" certificates. Stavropol Krai remains the leader in the number of quality seals issued, with 37 issued. Kabardino-Balkaria has issued 19 certificates, Dagestan and Ingushetia have each issued 8, Karachay-Cherkessia and North Ossetia have each issued 7, and Chechnya has 5. Recipient products include fruits and vegetables, meat, eggs, poultry, dairy products, juices, water, alcoholic beverages, honey, confectionery, baby food, carpets, furniture, and building materials.

"In three years, 'Products of the Caucasus' has become a truly trusted regional brand. We see demand for certification from businesses in the macroregion: we already have 86 certified producers, three of which are receiving quality seals for various products to increase trust," said Andrey Negovora, Director of Investment Project Control and Monitoring at Kavkaz.RF.

The "Products of the Caucasus" voluntary certification system was created by Kavkaz.RF jointly with Roskachestvo in 2023. The certificate increases consumer interest and trust in local products from the North Caucasus Federal District, promoting them in both Russian and international markets. To obtain the certificate, companies and their products undergo a series of regular inspections, ensuring product safety. The "Products of the Caucasus" certificate allows products to obtain the halal and organic labels through a simplified process.

Kavkaz.RF is the unified development institute for the North Caucasus and the management company of the Elbrus, Mamison, and Veduchi resorts. Under the supervision of the Russian Ministry of Economic Development, the company builds and develops resorts, manages tourism and recreational special economic zones, creates conditions for business development in the region, and fosters a favorable investment climate. Deputy Prime Minister Alexander Novak oversees the North Caucasus Federal District in the Russian Government.

The Lisri Contemporary Art Festival has opened in Mamison.

For the second time, the mountain resort in North Ossetia has become a creative space at the intersection of contemporary art, nature, and the region's cultural heritage. Boris Dzhanayev, Chairman of the Government of the Republic of North Ossetia-Alania, attended the opening ceremony.

The festival will run for three days, from August 21 to 23. Events are planned at three venues: the resort's fairground, the upper station of the Zaramag cable car, and the contemporary art gallery in the service center. On the evenings of August 21 and 22, there will be a light and music show against the backdrop of the ancient towers of the village of Lisri. The Ossetian band Ragon Bal will perform, followed by a light show.

The art festival was attended by Boris Dzhanayev, Chairman of the Government of the Republic of North Ossetia-Alania, Oleg Bykadorov, Acting Minister of Economic Development of the Republic of North Ossetia-Alania, and Archbishop Gerasim of Vladikavkaz and Alania.

Boris Dzhanaev, along with Andrey Yumshanov, CEO of Kavkaz.RF, participated in the opening of two exhibitions. The first was by the master of Russian sculpture, Vladimir Soskiev, whose works adorn the slopes of the Zaramag cable car's upper station and the resort's square. The exhibition, titled "Pilgrim," is dedicated to the artist's journey; all sculptures are accompanied by poems by authors from the Daryal magazine—friends of the festival.

The second exhibition features young artists from across the country, participants in the first art residency at Mamison. All works are inspired by the nature of North Ossetia. For example, Georgy Orlov-Davydovsky presented an acoustic project—the sound of the melting Tsei Glacier—which plays in the gallery instead of musical accompaniment.

"Today's festival is further proof that Mamison has become more than just a tourist destination, but a creative cluster where nature, art, and cultural heritage are harmoniously intertwined." This is something that interests visitors and makes the residents of our republic proud. "Mamison" is a living backdrop for renowned artists from across the country. Their paintings will then travel to other cities and exhibitions. This way, Ossetia will become increasingly known. Contemporary art is already being created here. The festival's rich and innovative program is a true gift to everyone who visits the resort during these days. We see great interest in this format, so, of course, together with Kavkaz.RF, we will continue to develop the creative sector, especially since it, like tourism, is becoming an important part of the region's economy," notes Boris Dzhanayev, Chairman of the Government of North Ossetia.

During the festival, a fair of local crafts and gastronomy will be held in the resort's main square, along with children's master classes and lectures. Experimental electronic ethno music will be played at the top cable car station, and botanist-led tours will be available. Especially for the festival, the team published a botanical guide to the plants of the Mamison Gorge, immersing tourists in the wondrous world of flora.

"Our dream is for Mamison to become a place where creativity blossoms in everyone, be they an accountant, an IT specialist, or an agronomist. To create such an environment, we invited artists—people with a keen sense of this world and the ability to speak the language of sensory experience. But this story is for everyone, especially those tired of their phone or computer screens and wanting to remember what real life and inspiration are," said Andrey Yumshanov, CEO of Kavkaz.RF, after visiting the exhibition.

Kavkaz.RF resorts have launched pre-sales for seasonal ski passes.

Mountain resorts managed by the North Caucasus Development Institute have announced the start of pre-sales. Seasonal ski passes to Elbrus, Mamison, and Veduchi are available at maximum discounts of up to 40% until the end of August. These ski passes for the resorts' cable cars will be valid for any day of the 2026/2027 ski winter.

The top offer of the month at Elbrus in Kabardino-Balkaria is a seasonal ski pass with a fast track for day and evening skiing at a 35% discount. This August pass for adults will cost 78,000 rubles, while a child's pass will cost 46,800 rubles.

You can also now purchase a season ticket for the resort without additional options—no priority access to the cable cars, and only daytime skiing—for 25% and 30% off their winter season prices. Summer prices are 55,000 rubles and 45,000 rubles, respectively, while children's tickets are 33,000 and 27,000 rubles.

A season ski pass for the Mamison resort in North Ossetia is available for purchase in August with a 25% discount. Until the end of the month, the price for adults will be 30,000 rubles, and for children, 18,000 rubles.

The best deal is valid until the end of summer for a combined ticket for three Kavkaz.RF resorts: a season pass with a fast track, allowing access to Elbrus, Mamison, and Veduchi on any day of the season, is available at a 40% discount for 90,000 rubles.

The first days of pre-sales are the best time to stock up on seasonal ski passes, which allow you to ski at the lowest price per day all winter long, including New Year's holidays. This year, we highly recommend this combined ski pass for those who are ready to ski frequently, want the freedom to choose resorts based on the weather, and want to be first on the cable cars any day. By purchasing this pass early, the cost per day of skiing is significantly lower than it would be during the season at the resorts. This is especially advantageous because Elbrus has the longest season in the country. "Essentially, you can ski from November to July with a single ski pass," explained Olga Kravchenko, Marketing Director of Kavkaz.RF.

Tickets can be purchased during the pre-sale period only on the resorts' official websites. You can also explore all the available rates there in more detail.

Kavkaz.RF is the unified development institute for the North Caucasus and the management company of the Elbrus, Mamison, and Veduchi resorts. Under the supervision of the Russian Ministry of Economic Development, the company builds and develops resorts, manages a tourism and recreational special economic zone, creates conditions for business development in the region, and fosters a favorable investment climate. Deputy Prime Minister Alexander Novak oversees the North Caucasus Federal District in the Russian Government.

Kavkaz.RF has prepared instructions for checking in tourists via MAX.

Kavkaz.RF, as an industry development institute and the first certified industry competence center (ICC) in the real sector of the economy – tourism – has created a ready-made solution and instructions for hoteliers on checking in tourists via the MAX messenger. These materials will help reduce time and standardize the check-in process, reduce staff workload, eliminate errors in manual data entry, and comply with migration registration requirements.

"Our development is aimed at increasing labor efficiency in the tourism industry. With its help, hotels will be able to implement check-in via the national messenger by September, when it will be required by law. By following these recommendations, a hotel can implement this feature within a month on average, and within a few days if they have QR code scanning equipment. "The technology, packaged in an industry-standard, out-of-the-box solution, is available to any industry representative on the Proizvodstvennost.RF website," said Timur Kebekov, Deputy General Director of Kavkaz.RF.

"The check-in process using Digital ID in MAX meets the hotel industry's demand for simple and convenient digital solutions, saving guests and staff time. The prepared instructions help hoteliers quickly and easily implement check-in via MAX, as well as improve the overall efficiency of their accommodations," noted Rustam Khaibullov, Vice President of Strategic Projects at VK.

The advantage of checking in guests via MAX is the automatic completion of registration forms thanks to integration with Gosuslugi. Hotel staff don't need to waste time manually entering information, which helps avoid errors and speed up check-in. The OCC development explains in detail to hoteliers what equipment can be used, how to install it and connect it to the hotel management system, how to train staff to handle check-in via National Messenger, and how to inform guests about this option.

Implementing the solution reduces the operational workload of the hotel's front office by 20% and shortens guest check-in time from eight to two minutes. This increases guest loyalty.

The Proizvodstvennost.rf website also features several standard OCC solutions available to any tourism entrepreneur. They incorporate industry best practices for optimizing check-in, creating tour products, managing booking systems, and organizing cleaning and laundry services in hotels.

Kavkaz.RF has launched a "digital twin" of eco-trails.

A mobile app has been launched that provides navigation and safety for visitors on the mountain trails of the Elbrus, Mamison, and Veduchi resorts, as well as on all the equipped routes of the large-scale National Caucasus Trail project. The new digital app is available for download on the RuStore and App Store platforms.

Developed by the Kavkaz.RF development institute, the app contains all the information that can be useful both when planning hikes in the North Caucasus mountains and while actually traversing the trails. Using your phone, you can select a suitable route based on its difficulty and length, explore information about natural and historical monuments, explore views along the way, find key points along the trail, and mark difficult sections. The app also includes information about drinking water sources, alpine camps, and campsites near the routes, as well as find a hotel in a town near the trail. The "Safety" section contains all emergency contacts. During actual hikes, security alerts will be sent to your phone—the app works offline, even with a weak satellite signal.

"Digitalizing trails totaling over 2,500 kilometers is an ambitious project, unique in the world. We have now described and converted over 250 kilometers of trails into an online format. Our plan is to digitize all the routes along the main tourist artery of the North Caucasus, which will eventually connect the Black and Caspian Seas, allowing tourists to travel this route safely and comfortably, with all the necessary information on their smartphones," said Rustam Tapayev, Deputy General Director of Kavkaz.RF.

In total, the Kavkaz.RF development institute, with the support of the Russian Ministry of Economic Development, has already laid out and developed over 250 kilometers of hiking trails in several republics of the North Caucasus. 112 kilometers of trails have been laid across the Elbrus region in Kabardino-Balkaria, 110 kilometers link the main resorts of the Chechen Republic—Veduchi and Kezenoy-Am—and 33 kilometers of scenic routes have been established near the new Mamison resort in North Ossetia. The digitalized routes include radial sections for light day trips with a return to the starting point, as well as treks that pass through resorts, national parks, and nature reserves.

All these trails are part of the large-scale National Caucasus Trail project, which will eventually connect the region with a network of eco-trails totaling almost 2,500 kilometers.

Since 2023, Kavkaz.RF has installed over 2,300 navigation signs and information boards along eco-routes. The trails are equipped with fences, metal cables, steles, benches, rest areas, photo zones, and observation platforms.

Kavkaz.RF helps hotels and resorts transition to MAX check-in.

Kavkaz.RF, together with the Russian Ministry of Economic Development and representatives of the national messenger MAX, held a seminar and meeting for hoteliers in the North Caucasus on organizing tourist check-in via MAX. Starting September 1, collective accommodation facilities with more than 50 rooms are required to provide this option. More than 250 resorts, hotels, and motels in the North Caucasus Federal District participated in the event.

The Azimut Nalchik Hotel was the first in the North Caucasus Federal District to implement check-in via MAX. This option will soon be available at other hotels in the Caucasus.

Kavkaz.RF, within which the Industry Competence Center in Tourism (ICC) was established, is one of the drivers of MAX ID's popularization in the region. The main goal of the ICC is to increase labor productivity, including through the implementation of digital technologies. Check-in via messenger makes hotel check-in faster, easier, and more convenient for guests, enhancing the travel experience. OCC's developments allow us to replicate best industry practices across all tourism organizations in the country. They are available free of charge to all market participants on the Proizvodstvennost.rf platform," said Timur Kebekov, Deputy General Director of Kavkaz.RF.

MAX allows guests to check in quickly and easily. Guests simply open the "Digital ID" section in MAX. A receptionist scans the QR code and confirms the guest's identity using the Goscan service on the Gosuslugi website. The guest's passport information is automatically uploaded to the hotel system. This prevents data entry errors, simplifies migration registration, and solves the problem of forgotten documents.

The Proizvodstvennost.rf website features several standard OCC solutions to optimize tourist check-in. A solution for implementing contactless technologies has been developed for hotels, and for resorts, a solution for expediting the processing of medical records has been created. The proposed solutions reduce check-in times and reception queues, eliminate paperwork, and increase guest loyalty.

MAX Messenger is a national Russian messenger. It offers a secure solution for calls, messaging, and government services. MAX provides secure communication and access to convenient digital services from the government and businesses. The entire platform infrastructure is located within Russia, guaranteeing secure data storage and user protection.

The implementation of lean manufacturing in tourism organizations is being implemented through the federal projects "Labor Productivity" and "Human Resources for Tourism," as well as through the industry-wide program to improve labor productivity.

Kavkaz.RF is the unified development institute for the North Caucasus. Under the supervision of the Russian Ministry of Economic Development, the company builds and develops resorts, manages a tourism and recreational special economic zone, creates conditions for business development in the region, and fosters a favorable investment climate. Deputy Prime Minister Alexander Novak oversees the North Caucasus Federal District in the Russian Government.

The Kavkaz.RF Department has become the first certified industry competence center in the real sector of the economy.

This concerns the tourism industry, which the state-owned company has been developing since its inception. Prior to receiving the certificate, a team of 28 experts was formed, each of whom was previously certified as an expert in tourism labor productivity.

During the certification process, the Center inspected and conducted on-site studies of the enterprises that the Center had already helped to become more efficient and customer-focused—hotels, resorts, and service providers.

"Initially, our Tourism Competency Center was conceived solely for the implementation of targeted support measures, but since last year, it has assumed federal responsibility for the development and support of a labor productivity improvement program in the tourism sector. We have certified the first pilot competence center in the real sector of the economy. "We coordinate all regional competence centers for projects implemented in tourism organizations, training and disseminating best industry practices aimed at increasing productivity through the implementation of packaged solutions for small and medium-sized businesses," says Timur Kebekov, Deputy General Director of Kavkaz.RF.

This summer, the Kavkaz.RF Regional Center of Excellence held training webinars for Russian regions. All 89 regions were divided into groups of federal districts, with a curator and experts assigned to each group.

"We work extensively with the motivation of project participants, trying to inspire optimization not only with figures but also with the big idea of ​​how to create maximum value for guests without unnecessary actions. There are several key concepts in this training, for example, every employee is an experience creator, optimization should not kill humanity, and a complaint is not an emotion, but a free business process audit," explains Inga Tvauri, an expert at the Center.

Today, the Regional Center of Excellence continues to help the tourism industry streamline its processes. Experts work at the existing and under-construction ski resorts of Arkhyz, Elbrus, and Mamison, and assist hotels and resorts. Among the ready-made solutions, in addition to traditional check-in, cleaning, and sweeping, are now "creating a new tourism product," "website optimization," and "managing online booking systems."

Kavkaz.RF is the unified development institute for the North Caucasus. Under the supervision of the Russian Ministry of Economic Development, the company builds and develops resorts, manages a tourism and recreational special economic zone, creates conditions for business development in the region, and fosters a favorable investment climate. Deputy Prime Minister Alexander Novak oversees the North Caucasus Federal District in the Russian Government.

Timur Kebekov, Deputy Director of Kavkaz.RF, discusses the tourism industry's HR challenges and prospects.

Timur Kebekov, Deputy Director of Kavkaz.RF, spoke on RBC TV South about the current talent situation in the tourism industry and the key trends shaping its development.

During the interview, the expert outlined the growing shortage of specialists in the tourism industry, touched on the issue of wage imbalances, and emphasized the inevitability of digitalization in the industry and the importance of professionals in the new environment.

According to Timur Kebekov, tourism today is a promising area for training: the demand for new talent is growing annually, despite the development of automation and the introduction of artificial intelligence technologies.

Among the key requirements of employers, the expert identified three components of a sought-after specialist:

a well-established set of professional competencies—while companies often further train graduates according to their own standards and workflows;

Developed soft skills—the ability to handle emergency situations, customer-centricity, empathy, conflict resolution, and the ability to anticipate guest expectations;

Digital literacy—proficiency in booking systems, online ticketing systems, and mobile apps.

Thus, a combination of high-quality education, emotional intelligence, and digital skills today constitutes the basic minimum for a successful start and sustainable career development in the tourism industry.

Elbrus and Mamison invite you to a musical summer in the mountains.

The mountain resorts managed by Kavkaz.RF have launched a series of high-altitude concerts. Throughout the warm season, live symphonic music, neoclassical music, and DJ sets will be performed at Mamison and Elbrus, at altitudes of 3,000 meters above sea level. Admission to the concerts is free; you only need a cable car ticket.

The first Music Saturday took place at Mamison last weekend. The next musical encounter is scheduled for July 18th, when the Aeternum Show orchestra will perform at the Zaramag-1 cable car station. The program begins at 4:00 PM, so you can enjoy live music during the pre-sunset "golden hour." Hundreds of candles will add a touch of romance to the moment, surrounding the orchestra.

To make getting to the concert more convenient, guests will receive a free shuttle service from Vladikavkaz to Mamison and back. Minibuses will depart on July 18 at 1:00 PM from the Troya gas station and the Ossetian Theater. A daily shuttle service will also be available: a bus from the Ossetian Theater departs for the resort at 8:00 AM.

Guests at the Elbrus resort will enjoy neoclassical music performed by the Orchestra of New Time on July 25. Soundtracks from famous films and original classical compositions will be performed at the Mir station, at an altitude of 3,500 meters. Guests will be able to gather and take photos starting at 5:00 PM, and the concert will begin at 6:00 PM. Cable car rides will begin at 7:00 PM.

The main musical event of August at the legendary resort in Kabardino-Balkaria will be a mountain concert featuring popular artists. On August 15, Russian pop artists and renowned North Caucasus bands will perform at the Azau Glade. An autograph session will be held above, at one of the cable car stations. The concert begins at 6:00 PM.

Guests at Elbrus will enjoy live DJ entertainment on July 18 and 31, and August 8 and 22: live music will ring out over the mountains at the Mir station. At Mamison, you can hear original DJ sets on August 1 and 15 at the Zaramag-1 station.

"Before the end of the warm season, we'll be holding more than ten concerts at our resorts, all of which we've grouped under the code name 'Mountains Sound.'" While DJs can be seen in our mountains a few times this summer, we definitely recommend not missing the orchestral music and concert at the Azau Glade; these will be one-time events. After similar events last year, we collected hundreds of reviews, the essence of which boiled down to one thing: live music in the mountains is a unique experience that remains in your memory forever. We are pleased to offer such impressions to our guests," said Rustam Tapaev, Deputy General Director of Kavkaz.RF, commenting on the upcoming concerts.

The musical events at Mamison and Elbrus are organized by Kavkaz.RF, the resort management company and the unified development institute for the North Caucasus. Together with the Russian Ministry of Economic Development, the company builds and develops mountain resorts, manages a tourism and recreational special economic zone, creates conditions for business development in the region, and fosters a favorable investment climate. Deputy Prime Minister Alexander Novak oversees the North Caucasus Federal District in the Russian Government.

Kavkaz.RF has made mountain recreation more accessible for children in the North Caucasus.

Schoolchildren in Kabardino-Balkaria, Chechnya, and North Ossetia can ride cable cars operated by Kavkaz.RF for one ruble until the end of 2026. This offer is valid for organized groups traveling to the Elbrus, Mamison, and Veduchi resorts.

"One of Kavkaz.RF's missions is to make active mountain recreation not only comfortable but also familiar to residents of the region and the country. We often hear similar stories of people from the North Caucasus coming to the mountains for the first time and becoming immersed in the beauty of their region as adults. Therefore, today we are pleased to change the usual vacation scenarios for children and introduce them to mountain recreation as early as possible," said Rustam Tapayev, Deputy General Director of Kavkaz.RF.

Groups from other regions of Russia can also ride cable cars at a discounted rate.

Russia will establish its first cable car certification center.

This will be Kavkaz-Engineering, a company with expertise in the construction and operation of large infrastructure projects in the North Caucasus. The Russian government previously introduced equipment certification for all new passenger cable cars. It will become mandatory on September 1, 2026.

The purpose of these changes is to tighten quality and safety requirements for cable cars, both those manufactured in Russia and those imported. The list of equipment requiring certification includes fixed and detachable clamps, cabins (including those designed for people with disabilities), open chairs and chairs with protective canopies, cabin and chair suspensions, intermediate frames, drive and idler pulley assemblies, tension pulleys, load tensioners, tension trolleys, hydraulic tensioner cylinders, service and emergency brakes, as well as guide rollers and roller balancers.

A certificate of conformity for each component must be obtained by ropeway manufacturers and suppliers, or by those operating them and planning installation or modernization.

To undergo the certification process, you must contact an accredited certification body. The process includes preparing an application package, testing, and issuing a certificate. To confirm the compliance of ropeway components and assemblies with regulatory requirements, testing will be conducted by an accredited laboratory.

Elbrus Resort Ambassador Alina Pekova has been included in the Guinness Book of World Records.

Alina Pekova, ambassador of the all-season Elbrus resort, has been officially recognized by the Guinness Book of World Records as the youngest woman in the world to have climbed all 14 eight-thousanders. The climber announced this on her social media pages.

The record-breaking achievement was her ascent of the 8,027-meter-high Shishapangma Mountain in the Himalayas on October 9, 2024. Pekova reached the summit as part of an international team, and the flag of Kavkaz.RF, the management company of the Elbrus Resort, also reached the summit with her. Pekova was 31 years old at the time of completing the program.

This ascent was the final one in the "14x8000" program. Thus, Alina Pekova not only set a world record but also etched her name in history as the first Russian woman to climb all 14 of the world's highest mountains, those over 8,000 meters.

"Now I am officially listed in the Guinness Book of Records as the youngest woman to have climbed all 14 eight-thousanders," wrote Alina Pekova.

The journey to the record took the Kabardino-Balkarian native about a year and a half. The project began in April 2023 with an ascent of Annapurna. During this time, the climber has climbed Everest, Kangchenjunga, Lhotse, Makalu, Chogori, and other peaks. Particularly noteworthy was Alina Pekova's ascent of Everest and Lhotse in a single day.

The Kavkaz.RF Development Institute, which includes the Elbrus resort, expressed pride in its ambassador's achievements.

"Alina Pekova's Guinness Book of Records reflects years of discipline, risk, inner focus, and a profound love for the mountains. This courageous woman's story is especially important to us because it not only began here on Elbrus, but also continues on her home mountain. We are proud that the Elbrus resort ambassador demonstrates that the North Caucasus produces people who are capable of setting and achieving world-class goals," noted Andrey Yumshanov, CEO of Kavkaz.RF.

Having completed the 14x8000m program, Alina Pekova was also included in the Russian Book of Records as the first Russian woman to climb all 14 eight-thousanders.

The all-season Elbrus resort is one of the largest ski resorts in Russia, located at the foot of Mount Elbrus, the country's highest peak. Part of the Kavkaz.RF development institute, it attracts skiers, climbers, and trekking enthusiasts from around the world.

Thousands of guests of the Exhibition of Achievements of National Economy are planning to visit the North Caucasus this summer.

This is the main outcome of the 6th International Forum "Travel!" and the five-day work of the Kavkaz.RF team. From June 10th to 14th, the development institute's stand in central Moscow sold tours to the Elbrus, Mamison, and Veduchi mountain resorts, presented company and partner projects, and sold products from North Caucasus artisans. The stand's visitors were particularly interested in the new branded collection of the Elbrus resort mascot, Lisa Mukha, jewelry by Dagestan jewelers, and fashionable Chechen brands. In total, over 100,000 people visited the Kavkaz.RF site during the exhibition.

The official part of the "Travel!" forum was held. Deputy Prime Minister Dmitry Chernyshenko and Minister of Economic Development Maxim Reshetnikov opened the plenary session, "Time to Travel: A Diversity of Experiences Available to Everyone." Andrey Yumshanov, CEO of Kavkaz.RF, was among the key speakers at the session. He outlined the company's focus for promoting the North Caucasus tourist destinations in 2026:

"Tourism development cannot be built indefinitely on infrastructure and hardware alone. This approach has its limits. At a certain point, high-quality infrastructure alone is no longer enough for tourists. To attract people to the North Caucasus, the tourism product must evolve—through new meanings, emotions, and a reassessment of the values ​​that draw people to the region. The next impetus for increased tourist flow could come not only from new facilities, but also from new product qualities. An example of this approach is our work in the Elbrus region, where, in addition to skiing, trekking, and mountaineering, we offer guests an immersion in Elbrus's Soviet heritage: scientific, architectural, and sporting. At the new Mamison mountain resort, encounters with contemporary art become such an added value," the director noted.

The search for unique offers for guests of the region continued with a session organized by the development institute, "United Caucasus: What Unites Us in the Eyes of Tourists." Participants in the discussion—regional tourism ministers of the North Caucasus Federal District, territorial branding experts, industry leaders, and creators of the most interesting tourism projects—answered the question of what people associate with the Caucasus today.

"We value the vision of the region from everyone involved in working with guests of the North Caucasus. The goal is to identify unifying meanings and use them collectively to promote the North Caucasus Federal District as a large, hospitable, and richly diverse region," emphasized Khasan Timizhev, Executive Director of Kavkaz.RF.

The portal kavkaz.hh.ru , designed to alleviate the acute labor shortage in the region's tourism sector, was presented to the Russian Minister of Economic Development at the forum by Timur Kebekov, Deputy Director General of Kavkaz.RF. The development institute developed the platform jointly with hh.ru . It not only allows visitors to find jobs and relevant personnel, but also to explore regional labor market analytics and select hospitality training programs.

Ambassadors of the North Caucasus addressed guests at the Kavkaz.RF booth. A comprehensive guidebook to North Ossetia and the Mamison resort was presented by Tatyana Baeva, Communications Director of Kavkaz.RF, and writer, photographer, and travel author Daria Sirotina. Elbrus glaciers were discussed with Taisiya Kiseleva, a glaciologist and engineer at the Institute of Geography of the Russian Academy of Sciences and polar guide. Guests met with Nikolai Piotrovsky, director of the documentary "The Mountains Are Calling."

The boutique stand concept received a special award from the forum organizers: "Mountain Partnership: For an Unconventional Approach to Presenting the Hospitable Caucasus."

The 6th International Tourism Forum "Travel!" at the Exhibition of Achievements of National Economy was organized by the Roscongress Foundation jointly with the Ministry of Economic Development, with the support of the Russian Government and the Moscow Tourism Committee. The forum was held during the Year of Unity of the Peoples of Russia, declared by presidential decree.

Kavkaz.RF will open a travel boutique at the Exhibition of Achievements of National Economy.

The North Caucasus Development Institute will represent the region at the International Tourism Forum "Travel," which will be held in Moscow from June 10 to 14 at the Exhibition of Achievements of National Economy. Kavkaz.RF's travel boutique stand will be a meeting place for tourists with those who shape the key experiences of a mountain vacation—those who build and operate cable cars to the country's highest peaks, tour operators and guides who create breathtaking routes, and artists and artisans who create the region's multilayered image.

The main product will be specially designed tours for the forum from the North Caucasus Mountain Club (NCMC), a subsidiary tour operator of Kavkaz.RF. For the first time, NCMC is entering the scientific tourism niche with a three-day trip that includes a visit to the Baksan Neutrino Observatory and the Terskol Peak Astronomical Observatory. Both facilities belong to the Russian Academy of Sciences. The Neutrino facility is the first and one of only two large-scale underground laboratories in the world for research at the intersection of fundamental physics, astrophysics, and geophysics.

Andrey Yumshanov, CEO of Kavkaz.RF, will discuss the creation of unique tourism products around familiar mountain landscapes at the Forum's plenary session, "Time to Travel: A Diversity of Experiences Accessible to Everyone."

"Tourism development cannot be built indefinitely on infrastructure alone. This approach has its limits. At a certain point, high-quality infrastructure alone is no longer enough for tourists. To attract new people to the North Caucasus, the tourism product must evolve—through new meanings, emotions, and a reassessment of the values ​​that bring people to the region," notes Andrey Yumshanov.

The concept of the Kavkaz.RF stand envisions an open space combining a Caucasus fair and a fashion store. Just like from a real trip, visitors to the exhibition will be able to take home gifts for loved ones and themselves: Ingush ceramics, silk stoles from Chechnya, and designer jewelry from various regions. You can also try on and purchase summer clothing and accessories from the Kavkaz.RF mountain resorts—the legendary Elbrus and the new Mamison. Among the exhibitors will be Slavyanovskaya mineral water, a holder of the "Made in the Caucasus" quality seal.

"This year, we tried to create a vibrant and multifaceted tourist image of the region through graphics, textiles, and ceramics—to give tangible expression to the Caucasian cultural code as we see it, and to remind visitors that the Caucasus is fashionable. The exhibition's main focus is on the works of Nalchik artist Lena Romanovskaya, in which she explores, with good humor, the theme of summer vacations in the native mountains and stereotypical notions of the Caucasus. "We'll be immersing tourists in large macrame string bags designed by Dagestani artist Leyla Babaeva, filled with the most alluring symbols of the Caucasus. A shelf of cups by artist Mila Khatsuk symbolizes Caucasian hospitality with a modern twist," said Tatyana Baeva, Communications Director for Kavkaz.RF.

A mini-lecture session at the stand will bring together ambassadors of the North Caucasus mountain resorts, including guides, photographers, filmmakers, and scientists. At the stand, visitors will be able to listen to lectures by glaciologists about the glaciers of Mount Elbrus, meet Nikolai Piotrovsky, director of the extreme sports film "The Mountains Are Calling," and blogger Daria Sirotina, author of a guidebook to North Ossetia.

Guests will also be able to enjoy a raffle, quizzes, workshops on creating custom notebooks, and plenty of gifts.

Elbrus has launched a loyalty program for resort guests.

Now, every purchase on the website or in the mobile app earns points that can be used to pay for future purchases.

The number of points earned depends on the total amount spent since registering for the program. The more a guest purchases at the resort, the more points they earn. These points can be used to pay for the entire purchase; there are no restrictions, such as only half the purchase being covered with points and the remainder being paid in rubles.

"Based on a tourist experience study we conducted last season, more than 10% of guests noted a discount system or loyalty program as one of the changes they would like to see at the resort," commented Rustam Tapayev, Deputy General Director of Kavkaz.RF.

On December 1, 2025, Elbrus became the first ski resort in the Caucasus to introduce cashback for payments made through the SBP. The promotion was run in conjunction with the National Payment Card System: when purchasing a ski pass on the resort's official website and paying through the Fast Payment System, guests received a 10% refund to their card.

"The launch of the lifetime loyalty program is a continuation of our more flexible pricing policy and another step toward encouraging guests to return to Elbrus more often: after all, vacationing at the resort is becoming not only interesting but also profitable. This is especially true given that points are valid for a long time, over a year: even if a guest only visits the resort once a season, they can use their points without them expiring," explains Marketing Director Olga Kravchenko.

Currently, the program is only available for online purchases of ski passes and walking tickets. Future plans include incorporating services from SEZ residents (instructors, rental shops, cafes, and hotels), as well as expanding the program to other resorts managed by Kavkaz.RF.