Influence of tourism on creation of a positive image of the Dagestan Republic brand

The article discusses the prospects and attractiveness of the travel industry in the regions by case study of the Republic of Dagestan, which has great potential for tourism development. The author highlights three areas of tourism development in Dagestan: historical, cultural, resort, and extreme, determined by the unique climatic features and the history of region. It is noted that the developed travel industry helps to create a favorable image of the region brand.