Territorial branding: innovative method of increasing competitiveness of tourist destination

The article considers the importance of tourism as one of the leading spheres of the global economy, shows the place of tourism services in the overall structure of export of services in the world and in Russia; the characteristic of event activity of tourist destination as a factor of increasing its competitiveness in the market of services is given; The place of branding of the territory as an innovative mechanism for the formation of the attractiveness of destinations for tourists is shown. Theoretical analysis is the basis of an empirical study of event activities in the Leningrad region and the possibility of creating a regional brand using the potential of its eventuality.