The growing interest in ecotourism among both travelers and business actors, while tracing a shift from declarative strategies toward concrete, practical initiatives in sustainable tourism development. In recent years, ecotourism has become a strategically important tourism area, that reflects broader changes in consumer preferences towards environmental solutions. The article reviews academic papers on sustainable tourism development and systematizes theoretical and practical approaches in this field. Drawing on statistical evidence, the paper examines visitor numbers at federally protected natural areas, as well as key metrics from the national “Tourism and Hospitality” initiative, covering both visitor flow trends and infrastructure developments in recent years. The article explores emerging opportunities for deploying green technologies in eco-hotels – including energy-efficient systems, waste management solutions, and water conservation approaches. Through comparative analysis of Russian and international practices, the article assesses risks and potential pathways for developing environmentally sustainable accommodation facilities across Russia, taking into account regional specifics and present-day economic situation in the country. The findings suggest that adherence to environmental standards can deliver tangible competitive benefits to hotel operators, from reduced operational costs and strengthened brand reputation to access to environmentally conscious market segments. The article concludes with substantive recommendations and actionable guidance for advancing sustainable tourism practices in Russia, which are applicable both at the enterprise level and at a higher management level.