The Role of Digital Technologies in Increasing the Tourist Attractiveness of the Sverdlovsk Region

The rapid development of the digital economy in the world provides increased competition in various areas, including tourism. The spread of digital technologies entails significant changes in the business organization. The strategy for the development of domestic and inbound tourism in the Sverdlovsk region for the period up to 2030 defines the directions for the formation of attraction of tourist destinations only in terms of the development of domestic tourist potential. Increasing the tourist attractiveness of the region is an important task for ensuring sustainable economic development. Internal and external factors of tourist destinations attractiveness are marked. In modern society the development of only internal characteristics of destination attractiveness becomes insufficient. It is necessary to create an information field that takes into account the external factors of forming tourist attractiveness. However, the role of digital technologies is not limited to creating only an information field. They are important both in forming the internal attractiveness of tourist sites, and in organizing tourist services (creating tourist resources). The article analyzes the objects of tourist interest in the territory of the Sverdlovsk region and the problems that need to be solved. Existing problems indicate the need to increase the attractiveness of tourist destinations both at the level of the internal tourist product and at the external level (the level of territory marketing).