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At the present stage of development of the Ukrainian economy, the question of becoming brands of tourist destinations, which play a significant role in the positioning and promotion of goods and services in the tourist services market, is relevant. Considering the fact that even cities today are fighting for the share of consumers, tourists, investors, it becomes obvious the need for a successful branding of territories beyond their borders. Nowadays the world's leading countries use area branding technology to manage their perception of the country. This allows us to move towards building a positive image not only of cities, but also of the state as a whole, purposefully influencing public opinion.

BRANDING OF TOURIST ZONES AS THE DEVELOPMENT OF ACTUAL TERRITORIAL POSSIBILITIES