The article deals with the problems of ecological tourism in Russia. The authors give various approaches to the understanding of ecological tourism in modern science, analyse the reasons of interest in this kind of tourism, consider its types and identify specific features. The article provides an overview of the main regions and countries where ecological tourism is developed at a high level and considers some national policy models in the field of ecological tourism. Specific attention is paid to the analysis of the development of ecological tourism in Russia and its current status; the examples of different programmes aiming at support of ecological tourism are given. Specific impetus is given to Russia's resources for the development of ecological tourism, for example, natural landscapes, national parks and nature heritage sites. The authors explore the main challenges to ecological tourism in Russia, identify factors that hinder its development and suggest measures to improve the ecological tourism in the Russian Federation. The authors focus on the projects that promote the improvement of Russia's image as an eco-touristic destination. The authors pay specific attention to the analysis of international cooperation in this field. The article discusses various projects carried out within the framework of bilateral cooperation. The article discusses the role of ecological tourism as a tool for image policy. The article analyses in detail which elements of the Russian image are under the influence of ecological tourism and what are the future prospects of ecological tourism.