Customized marketing tools as a factor in increasing the competitiveness of the Kaliningrad Region tourism market

The relevance of the research is determined by the need to adapt the tourism industry to modern economic conditions, where the key factor in competition is the ability to offer consumers a unique, personalized experience. For the Kaliningrad Region, which is demonstrating steady growth in tourist traffic, but at the same time is facing acute problems of seasonality and infrastructural congestion, the transition from mass to customized marketing is a strategic task. The purpose of the article is to develop and justify the use of customized marketing tools based on a product approach aimed at solving key problems and increasing the competitiveness of the Kaliningrad Region’s tourism market. The proposed approach is designed to meet the individual needs of tourists, creating unique experiences, which is critically important for overcoming the structural problems of the industry, such as pronounced seasonality and infrastructural congestion, and ensuring the long-term sustainability and profitability of the tourism industry in the region. The methodological basis consists of a systematic analysis of statistical data, content analysis of scientific publications and strategic documents, as well as methods of comparative analysis. The paper provides a detailed analysis of the dynamics of the tourist flow, its structure and economic indicators over the past five years. It has been revealed that, despite the growth, the industry operates within the framework of an extensive model, which exacerbates existing problems. The main results of the study are the development of practical recommendations for the subjects of the tourism industry (tour operators, hoteliers) on the creation and promotion of customized travel products. Specific steps have been proposed to develop customized travel products that could help smooth seasonality and diversify the tourist offer. It is concluded that the systematic implementation of customized marketing will make it possible to switch to an intensive development model, increase the profitability of the industry and strengthen the image of the region as an all-season destination.