The topic of ecotourism is now more relevant than ever, both in Russia and around the world. Despite the existence of well-known world practices of creating a variety of ecotourism products and services compatible with the goals of conservation of natural territories, Russia still has a long way to go to turn ecotourism into alternative form of recreation that contributes to the environmental and socio-economic development in the Russian regions. The article discusses the methodological approaches, experiences, and results of the All-Russian competition organized to identify pilot ecotourism areas, where tourist and recreational clusters (TRCs) may be developed through implementation of the combined potential of nature protection areas and adjacent territories. The research database includes the competition documents and regional projects published on the website https://priroda.life. The paper presents the goals, objectives, stages and features of the competition, regional strategies for participation in the competition, and the best projects. Moreover, the study identifies the key challenges for the development of ecotourism in natural areas. It shows that the process of involving Russian protected areas (PAs) in ecotourism is more than one-step action, that requires a systematic approach to advancement of tourism-and-recreational clusters jointly with the development of natural and adjacent territories.