The design concept of the terrain map to popularize the image of the territory

This article focuses on the design of terrain maps aimed at promoting tourism, created by design students. Using examples from projects by students at the Institution of higher education Moscow art and industrial institute and the Higher School of Design at the Russian State University of Tourism and Service, the paper describes and analyzes the competency-based approach in implementing modern design education. The research hypothesis posits that practical assignments based on real objects from the domestic tourism industry are crucial for the successful development of students' professional competencies. The goal of the proposed design assignments for students is to popularize the image of territories for leisure activities through the creation of relevant local area maps that align with both current design trends and the preferences of potential consumers (based on surveys of students and their families). The methodology for identifying the preferences of potential consumers included defining the potential target audience (TA), compiling a survey, and analyzing its results. The analysis revealed a significant increase in the appeal of regional tourism for family and health-oriented leisure activities. Pre-project research was expected to include an analysis of the geographic, cultural, and recreational features of the chosen territory, that is potentially attractive for individual, group, and family vacations. Students conducted a comprehensive analysis of the design object and formulated their design proposals in the form of a design concept. The final result of the project was a design concept for a local area map as a component of a brand identity. The research results can be applied in teaching disciplines that develop professional competencies in graphic design.