The purpose of the article is to analyse the features of promoting territorial tourism brands on the world market and to determine the role of digital tools in this process. In order to achieve this goal, the authors employ various methods of economic research, including a systematic approach, comparative analysis and synthesis, a graphical method and a study of statistical data. The authors emphasize the need for tourism information support in promoting the tourist product and analyse the main functions of branding, steps in tourism brand creation and development, as well as components of a destination’s image. The article also highlights factors that may affect the effectiveness of a territory’s branding strategy. The authors emphasize that in modern conditions the presence on the Internet is a fundamental part of strategies for managing the brand reputation, including in the tourism industry of the world economy. The article assesses data of key official Internet resources offering tourism services within the Russian Federation. The authors analyse digital tools (primarily visual content) aimed at effectively attracting tourists to particular destinations, including through social media, search engine optimization, E-mail marketing and affiliate marketing; they determine that consumer-generated media have a significant impact on the decision-making process regarding purchasing tourism products. Additionally, the authors examine the best practices for creating tourism brands used to promote certain regions and countries in the world market in the digital era: cities such as Chengdu, Leshan, Xinjiang, Harbin (and Heilongjiang province), Anji county, as well as Southwestern and Northeast regions of the People’s Republic of China, along with Thailand, Slovenia and the Russian Federation. An analysis of the digital tools’ application led to the conclusion about their fundamental role in the promotion of tourism brands of the territories on the world market in the modern environment.
