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The cross-border territory of the Greater Altai (Russia-Mongolia-Kazakhstan-China) is considered in the context of international cooperation and tourism development as a special form of intercultural communication. The article analyzes natural and cultural features, historical circumstances and modern conditions for the development of cross-border cooperation in the field of tourism. Based on the analysis of approaches to the formation of country brands in domestic and foreign literature, the definition of the territory brand is given. There are differences in the formation of national and transnational brands, the main of which is taking into account the characteristics of each cross-border territory (different tourist potential, organizational and economic structure, political structure, priorities in the development of tourism). The evaluation of the tourism potential of the territories using cluster analysis on 8 indicators: number of UNESCO sites, the density of historical, cultural and natural sites, the proportion of the area of specially protected natural territories (SPNT), the capacity of hotel rooms, visa status, degree of participation in the project of greater Altai, the complex index of transport accessibility, in turn consisting of 4 parameters (density of the railway, highways, passenger traffic, number of crossings). Sub-brands have been formed for each region and a common potential brand of the Greater Altai has been identified, which can be used to promote the Greater Altai as a tourist territory.

Formation of a tourist brand on the example of the Big Altai