The article is devoted to the study of the role of industrial tourism in career guidance and assessment of its impact on youth retention in the region. The main purpose of the study is to identify the potential and problems of industrial tourism development for the formation of professional interests of young people and reducing migration attitudes. The methodology includes an analysis of Russian and foreign scientific sources, statistical data, as well as a sociological survey of schoolchildren and students. Trends in the outflow of personnel from the northern regions of Russia and the shortage of skilled workers persist, and the Arkhangelsk Region is no exception. At the same time, the region has sufficient potential for the development of industrial tourism and is actively involved in the development of industrial tours and excursions to enterprises. The survey revealed a high interest of young people in excursions to industrial enterprises and a weak connection between this interest and the choice of professions in this field. The main problems were the low prestige of engineering and working professions, high salary expectations, the secrecy regime at defense enterprises, and a number of others. The authors propose a set of measures that take into account the specifics of the region to overcome the identified barriers: the development of a regional strategy for the development of industrial tourism, the integration of industrial tourism into educational programs, the introduction of modern forms and methods of excursions, the digital transformation of industrial tourism, strengthening cooperation between educational institutions, enterprises, travel agencies and authorities. The practical significance of the research lies in the formation of recommendations for government agencies, industrial enterprises and educational organizations aimed at increasing the attractiveness of the region for young people and creating sustainable human resources.
