Аннотация
The purpose of this study is to define the concept of a “tourism destination brand” and to analyze the mechanism of its formation, demonstrating that effective regional branding creates competitive advantages and contributes to attracting international tourists. The research methods include an analysis of best practices in tourism branding in developed countries, a study of the successful promotion of well-known global brands, and an examination of marketing organization in advanced recreational regions. The study employed observation, comparison, measurement, and abstraction methods. A systematic approach and coordination among tourism market stakeholders are recommended when selecting strategies for promoting the regional tourism brand. Enhancing the destination’s attractiveness is a key component of brand formation. The mechanism for building a tourism brand is a sequential process that includes attracting investment, developing new tourism products, increasing inbound tourist flows, fostering related industries, boosting local budget revenues, creating new jobs, and improving residents’ welfare.