Tourist souvenir as a destination development factor

Souvenir production today is a relevant and important issue for any tourist center or destination. Souvenirs form a positive tourist experience, promote destinations, and can even act as a tourist resource. Therefore, the article is aimed at determining the place and significance of souvenirs in the structure of the territorial tourist product, analyzing the functions and significance of souvenirs as carriers of the territorial brands. The article reveals current trends and effective methods for the formation of souvenir products by analyzing the winners of the "Tourist Souvenir" contest. The article provides a typology and analysis of categories of souvenir products. A survey of visitors to the Ladya exhibition and a wide range of tourists made it possible to identify shortcomings in modern souvenirs and develop recommendations for their improvement in the development of tourist destinations.