Tourism place marketing: new challenges and development priorities

The tourism industry increasingly plays an essential role in the economy of countries, regions, cities and locations. It not only becomes a source of replenishment of place budgets directly, but also contributes to the development of small and medium-sized businesses, promotes the creation of new jobs, affects the territories’ technological and digital transformation. Contemporary conditions impose their limitations on the development of the industry and, at the same time, open up new opportunities for domestic tourism in Russia. The purpose of the study was to identify structural changes and trends in the development of the tourism industry in connection with demographic, socio-economic, epidemiological and foreign policy transformations. The author actualizes the role of place marketing and presents proposals for its transformation taking into account the challenges of modern times. The main research methods are content analysis, statistics evaluation, spatial and temporal analysis. Based on an in-depth study of trends, new marketing tasks for territorial authorities and tourism market participants to create and promote destinations are substantiated. The tools of territory marketing proposed by the author, aimed at attracting tourists and developing the tourism industry as part of territorial economies as a whole, take into account current trends in the development of commercial marketing and are adapted to the conditions and opportunities of the destinations. The issues of transformation of territorial labor and services markets in the context of the development of the tourism industry are highlighted. The key conclusion is the need to revise the conceptual approaches of locations to the issues of building place marketing and implementing marketing strategies. The author suggests measures, the implementation of which can make the territory socio-economic development more sustainable and effective in a rapidly changing world.