Abstract
This article considers theoretical, methodological and applied aspects of formation and promotion of tourist brand of small towns of Turkestan region on the basis of cultural and historical heritage of the region. The relevance of the research topic is inextricably linked to the need for sustainable development of regional tourism, the importance of increasing investment attractiveness and forming a unique image of the region. The aim of the study is to identify the potential of small towns as a tourist destination, to analyse the degree of perception of the tourist brand by tourists and the local community, and to develop a conceptual model based on the cultural identity of the region. The research used the methods of content analysis, sociological survey, SWOT-analysis. The empirical base constitutes the results of the research obtained in Sauran. As a result of the study, the key advantages and disadvantages in the formation of tourism brand in small towns of the region are identified. The developed conceptual model plays an important role in strategic planning of tourism development in small towns.