Covering approximately one quarter of the total area of the Russian Federation, Yakutia is one of the largest and most prosperous republics. La Paz Group was contracted in 2005 to position this region of Siberia as a unique destination for scientific, adventure and culture tourism, and to assist in developing innovative products and programs for sustainable tourism development. After developing a feasibility assessment we established the branding strategy for conservation-oriented expeditions, created initiatives that will stimulate investment and ensure the sustainability of Yakutia as a tourism destination, and implemented familiarization trips.