Abstract:
The promotion of tourism services is currently experiencing the highest degree of evolution due to
the widespread use in this process of digital technologies and classical methods of promoting services in the field of
tourism. Despite this, modern tourism services need new approaches to promotion both on the national and foreign
markets in the face of growing competition. The development of tourist destinations is impossible without the active
promotion of their tourist product. The relevance of branding tourist destinations is also due to the negative
consequences of the Covid-19 pandemic, in the context of which there have been significant changes in the tourism
industry. Under these conditions, the creation of a sustainable brand of a tourist destination will minimize future and
existing risks caused by internal and external environmental factors. An analysis of the modern experience of branding
world tourist destinations shows with all confidence that this is an effective tool that can be multilaterally developed
through the use of various applied tools. Among the most promising are the creation of a recognizable logo, slogan,
the formation of the image and image of the destination, and many others. The main marketing task in this case is to
create an integrated approach to branding a tourist destination that combines the entire range of effective promotion
tools, as well as taking into account the system of relationships between them. Creating a brand is an important stage
in the development of a marketing strategy for the development of a tourist destination.
