Competitiveness of Russia in the world market of tourist services

The article attempts to assess the competitiveness of the Russian Federation in the global market of tourist services basing on available statistical indicators and taking into account existing international practices. As part of the study, the authors used both a qualitative and quantitative approach to the assessment of competitiveness, including the analysis of rating indicators and the main indicators of international tourism statistics. Data of international statistics, world rankings of competitiveness of countries in the field of tourism and travel, as well as national ratings are the information base of the research. The article reveals the position of Russia in the trade of countries of the world in services in the field of tourism, the real level of competitiveness of tourist services in Russia against the background of world tourist destinations. The analysis has showed the presence of Russia's competitive advantages in the global market of tourist services, and also made it possible to identify the reasons for the loss of the position of the Russian Federation in world tourist ratings. The factors hindering the growth of competitiveness and, as a result, hindering the realization of tourist potential, as well as factors contributing to the strengthening of the country's image in the global tourist market are highlighted. As a result of the study, the authors conclude that it supports the promotion of new and dynamically developing types of tourism in Russia, as well as attracting an increasing number of domestic and foreign tourists to branding. It is branding that should be the innovative approach to the management of consciousness, through which it is possible to radically change the attitude of the consumer to the tourist destination and bring Russia to a new level of both the national and global tourist market.