Although tourism is an activity supported primarily by private initiative, the state has traditionally played a significant role in its development. Society needs the state as an institution to maintain order and resolve internal disputes and conflicts, to develop laws and ensure their implementation, to solve social problems, etc.

The effective functioning of the tourist complex is impossible without the intervention of government agencies responsible for its development and carrying out planning, regulation, coordination and control. For this purpose, tourism policy is developed and implemented.

Tourism policy determines the actions of the state in the field of tourism development at the current moment and for a long period of time. Therefore, it represents a set of current and long-term policy directions. The current tourism policy is to promptly regulate the tourism market. Long-term tourism policy is aimed primarily at solving large-scale tasks for the development of the tourism industry, which require considerable investment of time and capital. Therefore, its implementation is designed for a fairly long period of time and often leads to structural changes in the tourism sector and its economic mechanism.

Tourism policy is one of the directions of the state’s socio-economic policy; it is aimed at strengthening the tourism economy and increasing the economic efficiency of this sector of the national economic complex. The State also ensures access to funds, land and qualified personnel, while ensuring that tourism is developed in the interests of the entire community.

State tourism policy- this is the activity of the state to develop the tourism industry, rational use of tourism resources, increase the efficiency of the tourism industry and strengthen on this basis the political, economic and social potential of the country.

The state’s responsibility for the development of the tourism industry is due to the following main reasons:

• - control over the process of development of tourism activities is necessary, based on the concept of systematic development of the country, which is impossible without defining national priorities identified at the state level;
• - the basis of any socio-economic activity, including tourism, is the development of infrastructure, which is within the competence of authorities both in the center and locally;
• - government intervention is necessary in certain cases, for example, when producing equipment for those types of activities where the private sector cannot count on high profits, therefore, will not be interested in investments, for example, for social, youth, cultural tourism. The same can be said about the implementation of projects that require significant investments, the volumes of which exceed the capabilities of the private sector;
• - when making decisions on investments, state support for tourism is required, as well as economic and legal regulation of this area by the state. Industry projects and development programs developed under the auspices of the state help attract funds to this sector.

The state's tourism policy is a set of forms, methods and directions of the state's influence on the functioning of the tourism sector. The state's tourism policy has all the characteristic features of its general policy. However, it also has its own characteristics, formed under the influence of certain specific factors. These include:

• - natural conditions of the country (climate, geographical location, relief, flora, fauna), affecting tourism policy depending on the presence or absence of any objects, phenomena or factors of potential interest to tourists, on their rational or irrational use for tourism;
• - transport conditions that determine the accessibility of objects that attract tourists;
• - social, economic and legal conditions for tourism development.

In addition, it must be borne in mind that the state’s tourism policy is built not only taking into account internal conditions. Any country entering the international tourism market enters into a complex system of competitive relations with other states and world regions. The role and place of a particular state in the international tourism market depends on how correctly and effectively the tourism policy is structured and implemented.

The goals of tourism policy are determined by the specific economic and historical realities of the country or region and the stage of development of the tourism industry itself. This means that during the period of the formation of tourism in a country and its establishment in the international tourism market, some goals can be set, and during the period of achieving a high level of development of the tourism sector, others. In most countries seeking to develop the tourism market, the main goals of tourism policy are as follows:

• - effective use of existing tourism potential;
• - improving the equipment of tourism industry facilities; development of tourism taking into account the characteristics of natural conditions; development of concepts for the development of regional tourism; establishing rules for land use and protection of recreational lands;
• - increasing the reliability, safety and profitability of the network of tourist transport parks;
• - adoption of rules for tourist services and control over the quality of tourist services;
• - providing benefits to stimulate private investment in socially significant types of tourism;
• - increasing the share of occupied places, increasing the profitability of tourism industry enterprises during low seasons;
• - encouraging cooperation between organizations involved in tourism;
• - organization of a system of tourism education and professional training of persons wishing to work in the field of tourism;
• - assistance in the development of advertising, organization of fairs, festivals, sports and entertainment shows and other events.

As for practical activities, the state can focus on both individual goals and their totality. The main task in any case should be to meet the needs of tourists while rationally using the existing tourism potential, ensuring sustainable development of tourism, protecting the rights of travelers, the interests of producers of the domestic tourism product and full support for domestic and inbound tourism. The forms of such support vary from direct investments aimed at the formation and development of tourism infrastructure, costs for personnel training, scientific and advertising and information support for the promotion of the national tourism product on the world market, to tax and customs benefits that stimulate the influx of investment, the development of domestic and inbound tourism.

Based on the state tourism policy, local authorities formulate local goals that are implemented at the level of certain regions: increasing the tourist attractiveness of the region; environmental conservation; increase in the length of stay of tourists in the region; increasing cash receipts from tourism; improving the use of material and technical base and tourism infrastructure, etc.

The mechanism for implementing the state’s tourism policy includes the development of concepts for tourism development; development of targeted programs for the development of tourism both at the level of the entire country and at the level of an individual region; development of specific measures to achieve the goal; state regulation of tourism activities.

The implementation of tourism policy goals requires vertical and horizontal coordination of the activities of various institutional elements integrated into the tourism system. As a result, tourism policy should be considered as an integral part of the general policy of the state related to tourism, as an activity closely related to the economy, social sphere, culture, ecology and other socially significant systems.

As part of the formation and implementation of tourism policy, the state performs a number of functions that ensure compliance with public interests and the functioning of the tourism system as a whole, which include coordination, planning, regulation, marketing of the national tourism product, stimulation, development of social tourism, protection of the interests of tourists, information support for tourism activities, personnel training.

Coordination is one of the most important functions performed by the state in the implementation of tourism policy. This is largely due to the fact that the performance of other functions by the state depends on how much it is able to coordinate and balance the interests of all subjects of the tourism system. The specifics of tourism, the diversity of its manifestations, the involvement of organizations engaged in a wide variety of activities in its structure, the need to combine the activities of business structures and the state, ensuring partnership between government structures and private business are just a small list of reasons that bring the coordination function to the forefront.

The peculiarity of tourism, as already indicated, is that it is not only complex, but also interdepartmental in nature. Therefore, the importance of the coordination process also lies in the fact that in addition to managing the tourism system itself, the state must ensure the interaction of various government structures to solve the problems of industry development. In addition, in connection with the formation of tourist regions and centers, the role of local authorities is increasing, which also leads to the need to coordinate local and national interests.

It is believed that the possibilities of self-regulation of the tourism system, characteristic of the early stage of its development, are practically exhausted, which is due to the following main reasons: the mass of tourist travel caused by the achievements of scientific and technological progress, an increase in the standard of living of people and the influence of other favorable factors:

• - the inclusion of many countries and regions in the tourism business and the resulting aggravation of competition in the global tourism market;
• - increasing the number of organizations, enterprises and industries involved in tourism;
• - increasing the economic, social, cultural and political significance of tourism at the national and international level.

Tourism can develop sustainably only if the state provides the necessary legal, economic, political and other conditions for this. Having given tourism the opportunity to develop only in accordance with market mechanisms, it is difficult to ensure its sustainable development without damaging the natural, cultural and human values ​​of the national economy, as well as the fulfillment of its social functions. The Hague Declaration on Tourism notes that “there are certain limits beyond which the process of decentralization and deconcentration cannot go. Be that as it may, we cannot do without a national mechanism that ensures coordination of the state’s tourism policy at the national and regional levels.” That is why the state must provide measures to restrain the spontaneous development of tourism and direct it into a civilized direction with the goal of “its development in harmonious accordance with the provision of other basic needs and activities of society.”

Planning as a function of tourism policy is aimed at achieving economic, social and other goals set by the state. Planning in tourism is carried out in different areas of activity (development, infrastructure, marketing, etc.) and covers many structures involved in this process (ministries of economics, finance, statistics, transport, trade, education, state and local tourism authorities and etc.), as well as levels (international, national, regional, local and sectoral). The planning function finds its concrete expression, first of all, in tourism development programs (national, regional, local).

Documents from international conferences on tourism indicate that its sustainable, systematic development in each individual country depends, first of all, on state support. “Tourism must be planned by public authorities, as well as local administrations and tourism organizations, in an integrated and consistent manner,” states the Hague Tourism Declaration.

Regulation is a function in the process of implementation of which the state’s tourism policy is especially clearly manifested. Issues of state regulation of tourism activities are discussed in more detail in subsection. 2.2.

State regulation of tourism is carried out, as a rule, on the basis of an appropriate legislative and regulatory framework that ensures the effective functioning of the tourism market, access to resources and their use for tourism purposes, compliance with and protection of the rights and interests of tourism entities, establishment of rules for entry, exit and stay on the territory of the country, taking into account the interests of tourism development, etc.

Relations in the tourism system are regulated by the norms of both general and special legislation. A large number of legal and regulatory documents are used in tourism. Thus, administrative legislation regulates the procedure for obtaining entry visas, currency legislation regulates the form of payment, and customs legislation regulates the procedure for moving declared goods across the border. To legislative and other regulations, directly regulating tourism activities include, first of all, the relevant laws (for example, in Russian Federation- Federal Law “On the Fundamentals of Tourism Activities in the Russian Federation”), regulations on the implementation of tourism activities, licensing, regulatory and technical documents on standardization and certification, rules for the provision of hotel services, etc.

Marketing of the national tourism product is also one of the most important functions of the state, which it performs as part of the implementation of tourism policy. It is aimed at the formation, promotion and positive development of the country's tourist image (leading tourist image), which is an essential condition for attracting foreign tourists.

The national tourism product is a set of, firstly, available natural, cultural, historical and architectural resources attracted and used in tourism activities; secondly, tourism and related infrastructure; thirdly, the activities of tourism enterprises to create, promote and sell specific tourism products designed to attract tourists from other countries and regions of the world. Since tourism is a major source of foreign exchange inflows and an important generator of employment for a large number of countries, many governments view country image promotion as a major factor in the overall development of export markets.

In other words, the national tourism product should be understood as the result of the state’s activities to attract and serve tourists and form its own image. A positive image is important not only for a tourism enterprise, but also for the country as a whole, since it is the most important condition for attracting foreign tourists. The concept of a national tourism product is associated with the total supply of tourist services, attractions, conditions of stay for tourists and is, therefore, quite conditional, reflecting the state and level of development of tourism in a particular state. However, despite the convention, this concept has a very specific embodiment and no less specific perception on the part of potential tourists.

The image of a country, as defined by UNWTO, is a set of emotional and rational ideas resulting from a comparison of all the characteristics of the country, one’s own experience and rumors that influence the creation of a certain image. All of these factors make it possible, when the name of a state is mentioned, to build a chain of associations in relation to it. The image of the country is perceived at different levels - everyday, socio-economic, business, etc.

Since tourism has not only economic, but also social, cultural, environmental and political significance, all of the above manifestations of the country’s image must be taken into account when forming, developing and promoting it in the global tourism market. The following marketing communication activities play a critical role:

• - preparation and publication of a basic package of information and advertising materials, including a unified calendar of tourist events in the country;
• - participation with a single national stand in international tourism exhibitions;
• - formation of a network of national advertising and information tourist centers and representative offices abroad;
• - conducting advertising and propaganda campaigns in foreign media;
• - organizing study tours to the country for representatives of foreign media, tourism enterprises and organizations;
• - creation of information banks for tourist accommodations, tourism industry enterprises, tours and routes around the country;
• - formation of a unified tourist information network in the country, taking into account its integration with similar international networks, etc.

The most important role in the marketing of the national tourism product is played by advertising and information activities and promotion of the country’s tourism opportunities, participation in exhibitions, representative offices abroad and other events.

The incentive function provides the state with leverage over the tourism system, which is achieved in one of three ways (or a combination of them):

• - financial incentives;
• - support for research and innovation;
• - using marketing to attract tourists.

The incentive system is aimed at the development of certain

components of the tourism industry, regions, products or individual services. In almost all countries the state accepts active participation in financing and creating tourism infrastructure. The following areas of government stimulation of the tourism industry can be mentioned:

• - allocation of government subsidies for the implementation of individual tourism projects. The subsidy system is widely used in European countries such as Austria, France, Italy, and Great Britain. In this regard, special mention should be made of Greece, where the Ministry of Economy annually determines the total amount of assistance to investors. At the same time, investment priorities in tourism are determined, primarily the construction and modernization of high-quality accommodation facilities and tourist complexes;
• - provision of loans to enterprises in the tourism industry on preferential terms. Thus, the system of preferential loans is widely used in Austria, where they make up half of all investments in tourism and are issued at a rate of 5% for 20 years. At the same time, control over the project for which the loan is issued is carried out throughout the entire period of its implementation;
• - state guarantee for loans and subsidies allocated by commercial banks for the development of tourism;
• - provision of tax benefits. For example, in Spain, significant tax incentives are provided by the state for investments in properties located in areas of “national tourist interest”. In Turkey, the income of tour operators is subject to corporate tax on only a fifth; 20% of tourism income received in foreign currency and converted into Turkish lira is exempt from taxation for 10 years from the date of establishment of the enterprise.

Tourism development will be effective if a national tourism incentive policy is implemented and the development of this sector is planned at the national and regional levels. State investment assistance in the development of the tourism industry may consist of:

• - in the construction of a tourist complex, the structure of which is formed taking into account local specifics that attract tourists;
• - in the development of local superstructure (hotels, restaurants, etc.);
• - in the modernization of communications (faxes, telephones, information systems) and the development of infrastructure (roads, delivery vehicles);
• - in the development of tourism personnel (training and retraining courses for tourism personnel, advanced training courses).

Supporting the development of social tourism, ensuring its accessibility to socially vulnerable segments of the population is the next important function of the state in the implementation of tourism policy. At the same time, large-scale programs are used to ensure travel opportunities for disabled people, children, youth and other categories of the population.

The most striking example is the activities of the Swiss Tourist Savings Fund (Swiss Travel Saving Fund), proclaiming tourism as a vital attribute of a healthy society. The concept of social tourism in Switzerland is implemented thanks to a system of holiday checks, which are issued by a specially authorized body and purchased by wholesale buyers (mainly entrepreneurs), and then sold to the population at a significant discount (from 5 to 25%). Among the least socially protected segments of the population, checks are distributed free of charge. As a result of this system and the general interest in the check system, social tourism in Switzerland has become a mass phenomenon comparable in scale to commercial tourism.

The advocacy function can take many different forms due to the fact that tourism is a multifaceted phenomenon. By implementing this function, the state acts as a defender of various socially important interests: consumers, national producers of individual tourism sectors, regions, tourist centers, etc. A special place within this function has the protection of security rights.

In accordance with the Federal Law of the Russian Federation “On the Fundamentals of Tourism Activities in the Russian Federation” (No. 132-FZ dated November 24, 1996, as amended on December 28, 2016), when preparing for a trip, during its completion (including transit), a tourist has the right to :

• - necessary and reliable information about the rules of entry into the country (place) of temporary stay and stay there, about the customs of the local population, about religious rituals, shrines, monuments of nature, history, culture and other tourist attractions that are under special protection, the state of the natural environment environment;
• - freedom of movement, free access to tourist resources, taking into account the restrictive measures adopted in the country (place) of temporary stay;
• - ensuring personal safety, your consumer rights and the safety of your property, unhindered receipt of emergency medical care;
• - compensation for losses and compensation for moral damages in the event of failure to comply with the terms of the agreement on the sale of a tourism product by a tour operator or travel agent in the manner established by the legislation of the Russian Federation;
• - assistance from authorities (local authorities) of the country (place) of temporary stay in obtaining legal and other types of emergency assistance;
• - unhindered access to communications.

At the same time, the duties of a tourist that he must fulfill during the trip (including transit) are established by law, namely:

• - comply with the legislation of the country (place) of temporary stay, respect its social structure, customs, traditions, religious beliefs;
• - preserve the natural environment, take care of natural, historical and cultural monuments in the country (place) of temporary stay;
• - comply with the rules of entry into the country (place) of temporary stay, exit from the country (place) of temporary stay and stay there, as well as in countries of transit;
• - observe personal safety rules during travel.

The implementation by the state of the function of protecting interests acquires

of particular importance in the context of increasing international competition and the general globalization of the tourism market.

Tourism policy is usually considered in two aspects: national and international. The content of the national tourism policy includes activities determined by the state independently and implemented within its borders. International tourism policy includes the so-called conventional influences and activities that a country carries out in concert with one or more states. It is based on treaties and other types of agreements that regulate relationships arising in the process of developing international tourism and do not infringe on the sovereign rights of the contracting parties.

International tourism policy is increasingly being implemented within the framework of the activities of international tourism organizations, as well as political and economic unions of states. Thus, the tourism policy of the European Union countries is aimed at coordinating the development of tourism in member countries, including:

• - protection of tourists and ensuring their free movement (simplification of police and customs control at borders);
• - increasing the safety of tourists and protecting them from unfair advertising;
• - improving insurance systems for tourists and their vehicles;
• - informing tourists about their social rights;
• - regional development of tourism (promotion of tourism in regions that have tourism potential, but in which, for a number of reasons, tourism is at a low level of development).

As for Russia, its tourism policy is an integral part of domestic and foreign policy and represents a set of legal, organizational, social, economic measures and methods of state regulation to create a competitive tourism industry in the country and at the same time conditions for the implementation of the social functions of the state in towards its citizens.

The goal of Russian tourism policy is to ensure the constitutional right of Russian citizens to rest and leisure, freedom of movement, health protection and other rights when traveling by creating a competitive tourism industry in the Russian Federation, capable of self-development and of great importance in ensuring a high standard of living for Russians.

Based on this, it is possible to determine the basic principles of state tourism policy in the Russian Federation:

• - constitutional provision and observance of the “right to tourism”;
• - stimulation by organs state power and local government development of social, domestic and inbound tourism;
• - ensuring tourism safety;
• - accessibility of tourism for socially vulnerable segments of the population of the Russian Federation;
• - freedom of access to tourist resources throughout the Russian Federation;
• - simplification of tourist formalities;
• - support for small and medium-sized businesses in the tourism sector;
• - stimulating the development of competitive relations and preventing monopolism in the tourism market;
• - support for professional education and scientific research in the field of tourism;
• - taking into account the opinions of public tourism organizations and tourists when the state makes the most significant decisions in the field of tourism.

Tourism policy is based on compliance with the Constitution of the Russian Federation, generally accepted principles and norms of international law and obligations arising from international treaties of the Russian Federation, legislation of the Russian Federation, as well as social and economic indicators and studies of Russian and foreign tourism markets.

The objectives of Russian tourism policy can be divided into the following groups:

• 1) social, which includes the protection of the rights and interests of travelers and vacationers; creating new jobs, increasing employment and living standards of Russians living in places of temporary stay of tourists; ensuring the effective functioning of the social tourism system; encouraging employers to spend money on health resort treatment and recreation for their employees in the Russian Federation; revival of traditional and creation of new tourism centers, including in small and medium-sized cities of Russia; expanding their geography and diversity;
• 2) economic, which include an increase in revenues to budgets of all levels, an increase in state and municipal revenues; development of the national tourism industry and other related sectors of the economy related to tourism; development of transport infrastructure (construction of roads, airports, river ports, etc.); development of entrepreneurship in the field of tourism; encouraging innovation in the tourism sector, including the development of information technology; creation of special economic zones of tourist and recreational type on the territory of the Russian Federation with favorable conditions for the development of tourism; creating a favorable investment climate to attract Russian and foreign investment in the infrastructure of tourist regions; involvement of indigenous peoples of Russia in tourism activities that are economically beneficial for them; creation of competitive tourism products in Russia by consolidating the capabilities of the state and the tourism industry; integration of Russia into the system of the world tourism market;
• 3) cultural, ideological and educational, which include the formation of an idea of ​​Russia as a country favorable for the development of tourism; protection of the artistic, archaeological and cultural heritage of Russia in order to preserve it for future generations; creating a unified information support system and conducting advertising and propaganda activities to promote the national “brand” of Russian tourist centers both at the domestic and international levels; training of qualified specialists in the field of tourism; support research works, marketing research, making forecasts for the development of the Russian and global tourism markets;
• 4) organizational, which include the formation of an effective system for managing tourism activities at the state and local levels; development of self-regulatory public organizations in the field of tourism, etc.;
• 5) environmental, including the rational use of natural heritage, the development of sustainable forms of tourism using specially protected natural areas, environmental education of the population, etc.

Thus, the state plays an important role in the development of the tourism system both within national territory, and at the international level through the implementation of tourism policy. Its implementation is achieved by performing a number of functions aimed at all elements of the tourism system. The implementation of these functions is assigned to tourism management bodies.

The effective functioning of the tourism system is impossible without planning, regulation, coordination and control. by the structures responsible for its development. This necessitates the development and implementation of tourism policy.

Tourism policy- is a system of methods, measures and activities of a socio-economic, legal, foreign policy, cultural and other nature, which is carried out by parliaments, governments, public and private organizations, associations and institutions in order to create conditions for the development of the tourism industry, rational use of tourism resources, and increase the efficiency of the tourism system.

Tourism policy is formed and implemented at various levels: state, regional, and individual tourism enterprises.

The state's tourism policy bears all the characteristic features of its general policy. However, there are also certain specific factors under the influence of which tourism policy is formed. These include:

· natural conditions of the country (climate, geographical location, relief, flora, fauna), affecting tourism policy depending on their presence or absence, rational or irrational use for tourism purposes;

· transport conditions that determine the accessibility of objects of tourist interest;

· social, economic and legal conditions for tourism development.

At the same time, it should be noted that the state’s tourism policy cannot be based solely on its internal conditions. Any country entering the international tourism market enters into a complex system of competitive relations with other states, as well as with entire world regions. The role and place of a particular state in the international tourism market depends on how correctly and effectively the tourism policy is structured and implemented.

Based on the state tourism policy, local authorities formulate local goals that are implemented at the level of certain tourist regions: increasing the tourist attractiveness of the region; environmental conservation; increase in the length of stay of tourists in the region; increasing cash receipts from tourism; improving the use of material and technical base and tourism infrastructure.

At the level of a tourism enterprise, the goals of tourism policy are focused on ensuring that the needs of tourists are met, increasing income and profits from the provision of tourism services, optimizing the quality of tourism services, developing new markets, etc.

As part of the formation and implementation of tourism policy, the state performs a number of functions that ensure public interests and the vital activity of the tourism system as a whole. These in the broad sense of the word include:

· coordination;

· planning;

· regulation;

· marketing of national tourism product;

· stimulation;

· social tourism; » protection of interests.

	|	next lecture ==>

The article is devoted to the problems and prospects for the development of tourism in the regions of the Russian Federation. The author pays special attention to the expanding geography of Russian tourism, identifying new tourist areas that have appeared on the territory of Russia.

Key words: economy of the Russian Federation, tourism policy, regional tourism product, geography of tourism, tourism development zones.

The tourism industry of the Russian economy at the current stage of development is characterized by the desire of the private sector to increase the production of competitive tourism services. In the context of the formation of a new strategy for the socio-economic development of the Russian Federation until 2020, tourism can have a tangible impact on the development of a number of sectors of the country’s economy. At the same time, in the context of intensified competition in the tourism markets, the Russian Federation has not yet achieved serious positive results. To verify this, it is enough to refer to Rosstat data, according to which the entry of foreign citizens under the heading “tourism” into recent years is constantly declining and decreased from 3.2 million trips in 2003 to 2.2 million trips in 2007.

In this regard, emphasizing the need to strengthen the intersectoral tourism complex, it is important to develop an integrated approach to solving the problems of the industry and to make wider use of the capabilities of ministries, departments, commercial and public structures in the field of tourism. However, the state system for promoting the national tourism product is still in its infancy. Comparative analysis foreign experience indicates the absence in Russia of a concept of competitiveness of domestic tourism. Examples from many countries around the world indicate that substantial funds are allocated to national tourism administrations to promote tourism products (Israel - over $200 million, Spain - about $150 million, the USA and China - $70 million each, France - $60 million).

Advertising opportunities are poorly used - according to research, every dollar invested in tourism advertising brings the advertiser more than $500 in profit. Advertising of Russian tourism opportunities and its financing leave much to be desired. The most pressing issues of increasing competitiveness remain outside serious scientific research. In this regard, the object of a deeply thought-out systemic state policy should be the scientific and educational sphere in tourism as a whole, as well as the tourism business itself, aimed ultimately at creating a competitive national tourism product.

World experience shows that the successful promotion of a country in the world market is achieved by the successful promotion of its specific destinations. Franco Demarinis, who worked for three years as director of the Italian National Tourism Office (ENIT), sharing his impressions and experiences about his stay in Russia, clearly recommends intensifying work to promote specific regions of Russia on the international tourism market, arguing that it is not the country that needs to be advertised, but its separate territories, as they have been doing for a long time in Italy: “Russia itself does not need advertising.

Many people have heard about the Kremlin and palaces, the words “Putin”, “vodka”, “caviar” are known throughout the world. But few people realize how much interesting things there are in every Russian region.” Indeed, in Mr. Demarinis's experience, ENIT does not promote Italy as a whole. There is not even a budget for this. All attention in its work is focused on promoting specific Italian regions, which allocate their budget funds precisely for these purposes, and ENIT advertises their finished tourism product.

Getting acquainted with Russian tourist catalogs, F. Demarinis does not find in them such a seemingly simple philosophy.

Indeed, a detailed, complete, hundred-page reference book of practical and technical information on receiving tourists in Italy for travel agencies " General information about Italy,” published in 2002, provides information about literally all corners of the country, tourist and recreational opportunities for each region of Italy.

The successful promotion of a regional tourism product largely depends on the literacy of regional tourism policy. Such a policy is already being implemented in the regions of the Russian Federation, and by now its main directions have already been formed. Tourism policy is implemented practically throughout the entire territory of the Russian Federation, and its practical implementation occurs mainly at the level of individual subjects of the Federation (republics, territories, regions, autonomous regions and districts, cities of federal significance).

The goals of regional tourism policy are, of course, subordinate to the main goal of the state’s regional policy, which is to preserve the unity and integrity of Russia by ensuring a balance of all-Russian and regional interests. One of the main objectives of national regional policy is to ensure a decent standard of living and gradually equalize the well-being of the population in each region. This entails the task of clearly delineating competencies between government bodies of the Russian Federation, constituent entities of the Federation and local self-government while increasing the role and strengthening the independence of the regions.

The main directions of regional tourism policy are implemented through the creation of regional legislative and other regulatory acts, the development and approval of regional tourism development programs, the creation and support of the main components of tourism infrastructure (hotels, tourist information centers, etc.).

In the constituent entities of the Russian Federation legislative and regulatory acts on tourism activities began to be approved before the adoption of the Federal Law “On the Fundamentals of Tourism Activities in the Russian Federation”.

The author focuses on challenges and prospects of developing tourism in Russian regions. Particularly the author dwells on the increasing geography of Russian tourism and points out new tourism zones that have emerged in Russia.

Key words: RF economy, tourism policy, regional tourist product, tourism geography, tourism development zones.

1 Abroad, the system of semi-technological tourist information centers has acquired new qualities.

Here we will only note that in order to carry out effective marketing it is necessary to have a clear goal setting, knowledge of the market and tourism products.

Tourism promotion activities are an integral part of government marketing and are aimed at awakening demand among potential clients. According to WTO recommendations, these activities should be aimed at creating a high-quality image of the country based on its attractive symbolic characteristics. There are different ways creating a high-quality image of the country means meetings of specialists with journalists invited to the country, business trips of domestic specialists abroad, appearances on television and radio, free distribution of brochures, slides and video materials, as well as participation in various exhibitions and fairs, for which a stand is purchased. Since the number of organizations involved in tourism promotion activities is large, coordination of activities, which is usually carried out by representative offices of government organizations abroad, plays an important role.

Funds allocated from the budget for activities to promote the country’s tourist image can exceed half of the budget of government organizations, with most of the budget going to finance public relations (from one third to two thirds).

The effectiveness of promotional activities can be increased through international cooperation agreements between tourism ministries or organizations responsible for tourism. The purpose of these activities is to exchange or combine promotional efforts (distribution of posters, audio and visual materials, sharing of representative offices, etc.).

There are various means by which the state can regulate prices for tourism products. Firstly, many of the country's attractions are under the influence of the public sector, most airlines are controlled by the state, and in many developing countries even hotels are owned by the state. As a rule, social infrastructure and transport networks are considered natural monopolies, and if they are not owned by the state, they should at least be controlled by it. Indirectly, the state can influence the price through economic levers (for example, using foreign exchange controls, which can lead to restrictions on currency exchange, as a result of which tourists will be forced to exchange currency at an inflated price and thereby increase the real price of travel); through sales taxes, opening stores in customs zones, etc.

The state, in addition to the above levers, can influence demand through licensing or grading according to the quality of service. This measure is especially often used in the hotel business, when the number of rooms supplied exceeds demand and the government cannot correct this imbalance through price regulation. Price regulation is a very unpopular measure in a market economy, which the governments of some countries still take to restrain domestic companies from the temptation to obtain short-term benefits to the detriment of the long-term interests of the country's tourism business. In addition, the government, by controlling prices, can protect the interests of tourists, protect them from excessive costs and, thus, maintain the country's reputation.

To regulate demand, some states are taking measures to restrict the entry of tourists, for example, reducing the number of visas issued in the country from which tourists arrive, reducing the construction of hotels near natural attractions or closing the latter from visits for the purpose of environmental protection, etc.

In contrast to demand management, aimed at the choice of tourists and price regulation, government regulation of supply is associated with the impact on sellers of tourism services. To manage supply, the state uses the following methods: market research and planning, market regulation, planning and control over land use, housing regulation, taxes, investments. The state conducts market research by collecting statistical material and monitoring changes occurring in tourism in order to determine the benefits and costs of tourism.

The economic criterion that characterizes the optimal functioning of the market is the awareness of customers about the alternatives offered to them. The government makes sure that customers have the opportunity to choose, are informed, and are insured against various types of fraud on the part of service sellers. The state can regulate the market by imposing obligations on sellers towards consumers not in the form of legal norms, but in the form of rules that have the nature of conditions for membership in various tourism organizations. To ensure competition and protect the market from monopolization, the state carries out legal regulation of the market.

Many countries have rules for the development of cities and regions, according to which the methods of land use change and develop. As a rule, state control is aimed at protecting landscapes and unique corners of nature. The state also prevents land speculation by publishing site plans, with strict requirements for land allocated for tourism development. Control over the use of land is accompanied by regulation of construction and consists of architectural supervision. Many countries have adopted laws protecting historical and architectural monuments.

One of the key methods of government influence on tourism is taxation of tourists in order to redistribute the costs of tourism that fall on the local population, providing comfortable conditions and decent service to guests, as well as to increase budget revenues. These are taxes levied on tourists in hotels for accommodation, at airports when purchasing tickets, in casinos, where the state can take about half of the proceeds, etc. However, the introduction of taxes may not always be favorable for the state, because the collection of taxes, in turn, can reduce the demand for tourism services, and therefore income. For example, an accommodation tax forces hotel owners to raise service prices, which can lead to a decrease in demand for hotel services and thereby can reduce the income of the same hotels.

Investments in the tourism sector can come either from the private and public sectors of the economy, or from international organizations.

The actual amount of financial assistance provided to tourism by the state is determined by the importance of the tourism sector in the country's economy and the specific difference between this sector and others.

Government subsidies manifest themselves in different forms, ranging from activities to promote a positive image of the country to the provision of tax benefits for tourism activities. Among the main types of public investment are: reduction in the price of investment in tourism projects, which includes favorable loans at favorable interest rates (the government makes up the difference between the fixed interest rate and the market), sale or lease of land or infrastructure at a price below market, tax incentives, protection from double taxation by concluding agreements with other countries, reducing duties, direct subsidies or providing guarantees on investments in order to attract foreign investors, etc. To do this, the government either guarantees a loan or guarantees the repatriation of capital and profits. In fairness, it must be said that investing in tourism is a very risky undertaking, since this type of activity is very sensitive to economic, political, climatic and other changes that can sharply reduce the flow of tourists and thereby significantly affect tourism receipts. Therefore, the state should make more efforts to attract investment in the tourism sector than in other sectors of the economy.

The government must ensure that the above types of incentives are used for their intended purpose and that projects correspond to the purposes for which the money was allocated.

The awarding of grants or loans, in addition to government-sponsored investment banks, is carried out by NTOs, which will be discussed below, and the Tourism Development Corporation. Taxation is under the control of the Ministry of Finance. In developing countries, the tourism sector may be financed by other international agencies.

Different countries prefer different types of incentives. For example, Greece and Portugal use concessional loans; in Austria, soft loans make up half of all investments and are issued at a 5% commission for 20 years; France, Italy and the UK pay particular attention to subsidies; Spain has introduced a low value added tax when purchasing imported goods.

International investment in the tourism sector comes from both international organizations and the private sector. The main foreign borrower is the World Bank (International Bank for Reconstruction and Development - IBRD). Its activities are aimed at ensuring normal living standards in developing countries through long-term financing for the development of infrastructure in these countries. Direct investment in tourism development is not a priority area of ​​this bank, but it finances joint projects using export loans. The Bank encourages institutions that insure loans in the countries of potential suppliers and issues guarantees primarily to competitive suppliers selected through a tender.

Unlike the World Bank, short-term loans are provided by the International Development Association, and the International Finance Society takes an equity participation in projects.

The European Union also invests in tourism through the European Fund for Regional Development (EFRD), which was founded in 1975, and provides financial assistance to underdeveloped regions of the union. When awarding grants, EFRD gives preference to those projects that develop the current type of tourism today - rural tourism and that actively promote the historical and cultural heritage of the region. EFRD grants are loans on special terms for 40 years, with 1% interest per annum for the first ten years.

Among other organizations financing the development of tourism in Europe, we can highlight the European Investment Bank (EIB), which subsidizes the difference in interest rates with resources obtained in international credit markets at preferred interest rates, thus performing intermediary services. For example, the EIB financed the construction of the Channel Tunnel, the construction of Disneyland in Paris, the expansion of Frankfurt, Munich and Hamburg airports in Germany and Stansed Airport in the UK.

One of the main sources of risk when investing in tourism is its huge capital intensity in relation to operating expenses. This is due to the high cost of premises and equipment. Capital accumulates slowly over a long period of time, and the return on investment is also slow. Therefore, the primary goal is to reduce the cost of capital.

Due to the complex nature of the tourism product, it is impossible to solve all the tasks assigned to the tourism sector of the economy.

Almost everywhere, governments are actively inserting themselves into the economies of countries to support the private sector. However, studies of the effects of government intervention in different countries show that in countries with weak market economies, such intervention distorts the market rather than corrects it.

Tourist organizations

As a rule, with the increasing importance of tourism in the country’s economy, the government’s involvement in the industry also increases through a ministry with appropriate powers or through the participation of various international organizations. The flagship of international tourism is the World Tourism Organization (WTO). There are also other international organizations that are somehow related to tourism, such as the International Air Transport Association (IATA) and the International Civil Aviation Organization (ICAO).

In addition, there are many regional organizations such as the European Travel Commission (ETC), Asia Pacific Travel Association (PATA), Caribbean Tourism Organization, etc. Their efforts are mainly aimed at marketing, promotion and providing technical assistance. The WTO is a more operational rather than advisory body. His responsibilities include providing assistance to member countries of this organization, research work, consisting of seven main areas of research (world tourism trends; tourism markets; enterprises and their equipment; tourism planning and development; economic and financial analysis; the impact of tourism; its provision abroad); provision of statistical information; harmonization of policies pursued by different countries; assisting participating countries in maximizing the positive impact of tourism on their economies; sponsoring education and advanced training, etc.

The WTO is the successor to the International Society of Official Tourism Organizations (UOTO), which since 1946 has united about 100 NTOs. The WTO was created at the Extraordinary General Assembly of the UOTO, held in Mexico from 17 to 23 September 1975, and became the successor to the international activities previously carried out by the UOTO.

The WTO has four levels of membership.

Ordinary members are countries that have ratified or agreed to the WTO's constitutional charter. As of January 1, 1994, the WTO included 120 countries.

Currently, three territorial formations are associated members - the Netherlands Antilles, Gibraltar and Macau.

The permanent observer is the Vatican.

The affiliated members as of January 1, 1994 were 187 international non-governmental public and private institutions that are actively involved in tourism: hotel and restaurant chains, travel agencies, airlines, tourism educational and research institutes and centers. These institutions are united in the Committee of Affiliate Members and pay dues to the WTO. They are invited to participate in the work of various WTO bodies and carry out special activities that other international organizations cannot carry out.

The structure of the WTO includes: the General Assembly, the Executive Council, the General Secretariat, the Regional Committee, the Committee of Affiliate Members, as well as various commissions and specialized committees.

General Assembly- a compulsory body of the organization, consisting of delegates from ordinary and associate members. They meet twice a year to adopt the organization's budget and various recommendations. Decisions are made by a two-thirds vote. The General Assembly created six regional commissions: for Africa, America, East Asia and the Pacific, South Asia, Europe, and the Middle East. These organizations are called upon to carry out the recommendations of the assembly to their respective regions and encourage intraregional tourism.

Executive Council brings together 20 ordinary member countries elected at the assembly. They meet twice a year and develop the necessary measures to implement the resolutions adopted by the General Assembly. They execute and control the organization's budget. Within the Executive Council, there are four supporting committees: the Technical Committee for Programs and Coordination, the Finance and Budget Committee, the Environment Committee, and the Simplification Committee. The latter is developing measures that simplify customs regulations, police controls and health controls.

General Secretariat consists of a secretary general and a staff of 85 international representatives; it is based in Madrid. The Secretary General applies the directives of the assembly and council. As the head of the secretariat, he manages the activities of the organization, represents the program of relations with the governments of the participating countries, and manages the accounts of the council. He is elected on the recommendation of the council by a two-thirds vote for a four-year term. However, according to Article 22 of the WTO Charter, the mandate of the Secretary General can be extended.

Committee of Affiliate Members organized by working groups: youth tourism, consumer choice and behavior, investment in tourism, tourism and employment, tourism and healthcare, tourism and media. The European Travel Commission was created by national tourism organizations of European states as a non-profit organization in 1948 and unites 21 countries. Its work is supported by the European Union, which views tourism as an industry of great economic and social importance. The purpose of the commission is:

Favoring the cooperation of international tourism in Europe;
- conducting research;
- exchange of information when designing tourism development and marketing schemes;
- promoting the tourism product in other European countries and the European tourism product in countries around the world, especially in North America and Japan.

Most countries have their own national tourism organizations. Some of them, for example in France and Spain, are part of the government, while others are created independently of the government, but are supported by centralized financial injections, as in the UK (NTOs of these countries are discussed in more detail below). The U.S. Travel and Tourism Administration is supported by the federal government, but most marketing and development responsibilities fall to individual states. The organization is funded by annual federal loans of $17.5 million and private sector partnerships of $20 million. The organization represents the United States in the WTO and has the following responsibilities:

Promotion of travel to the USA;
- reducing barriers to tourism development;
- promotion of cheap tours and services;
- collection of tourist information.

As a rule, tourism ministries are created in tourist countries, especially in island countries. However, some of them have either a state department for tourism, which is subordinate to the Ministry of Economy, or a department of foreign trade, or, finally, a tourism department within the Ministry of Youth, Sports and Entertainment. In states with decentralized power, tourism is subordinate to the local administration. It also happens that responsibilities for tourism development are shared between the federal government and the management of the territorial entity.

In some countries, national tourism organizations are private with their own charter. Their income is generated from various resources. The presence of these organizations depends on the demand for their services in the market. But here the question sometimes arises: how can NTOs engage in commercial activities? In this regard, there may be misunderstandings among the private sector and accusations of unfair competition against NTOs, since they are financed without taxation. Given this situation, many countries have introduced special taxes on the private sector to support the work of NTOs.

The structure of an NTO depends on its responsibilities. According to WTO recommendations, these responsibilities are as follows:

Representing government interests in tourism internationally;
- conclusion of bilateral and multilateral agreements in order to increase tourist flows between participating countries;
- organization of joint marketing research of the tourism market;
- optimization of national tourism resources;
- attraction of technical and financial cooperation;
- ensuring mutual simplification of customs control;
- police and monetary regulation;
- support for technology transactions (for example, in hotels and winter sports venues);
- organization of tourism services on a national and international scale;
- planning and development of tourism (drawing up a tourism development plan);
- regulation and control of enterprises involved in tourism (regulation and legal support in the hotel industry, classification of hotels and restaurants, inspection and study of licenses for the right to operate);
- publication of statistics, reviews, market research (studying opinions, researching consumer behavior);
- marketing of tourism products in other countries (creation of travel agencies abroad to provide information and sales; publication of brochures, leaflets, guides and special tourist information);
- promotion of foreign tourist centers at home (campaign in the press, radio, television);
- activities to facilitate, unify or eliminate customs and border controls;
- creation of structures for receiving guests and providing tourist information (special police instructions were drawn up in 19 countries to assist guests);
- providing professional training in tourism (courses, seminars, training programs);
- protection and preservation of tourism resources and the exclusive heritage of the country (monuments, historical sites), campaigns for the protection of culture and art;
- environmental protection (conducting campaigns to protect nature, recreation parks, natural resources).

In fulfillment of these responsibilities, the WTO has identified four key government functions to oversee tourism development: marketing, coordination of tourism activities and development, planning, legal affairs and financing. Taking this into account, Fig. 6.1. the structure of NTO is given

Rice. 6.1. Structure of the national tourism organization.

The marketing service has a very important for NTO and it is multifunctional. This service forms the organization’s marketing strategy and promotes the country’s tourism product with the help of advertising materials and publicity means. It also serves business tourism with specific types of services: organizing meetings, exhibitions, etc. The development department plays a coordinating and strategic role. The planning department combines day-to-day project management with long-term development planning. And lastly, the administrative department deals with legal support for tourism and financial issues.

In many countries of the world, for dialogue with NTOs, protecting the interests of their sector and further development, tourism specialists create professional non-profit associations, which, as a rule, are represented by advisory councils - tourism councils. Internationally, they are united in non-governmental specialized international organizations:

World Association of Travel Agencies and Tour Operators (WATA);
- International Council of Travel Agencies (ICTA);
- Universal Federation of Travel Agents Associations (UFTAA).

The goals of these organizations are exchange and contacts between specialists from different countries, joint development of tourism policy in scientific centers and active lobbying of their interests in international organizations.

Tourism development planning and policy

Depending on the level of economic development, countries use different methods for planning tourism development. However, they all have general characteristics and mainly consist of three stages:

Collection and analysis of information about resources;
- application of analytical tools;
- analysis of decisions and selection of a priority option.

First of all, the planning authorities represented by the state and local residents must recognize that the development of tourism for the country is a desirable choice. To draw up a development plan, it is necessary to have a clear idea of ​​the goals that should be achieved through tourism. These goals could be: full distribution of direct and indirect income from tourism among the largest part of the local population; conservation of natural, socio-cultural resources as an integral part of tourism development; maximizing foreign exchange earnings to strengthen the country's balance of payments; "attracting solvent clients; increasing employment; supporting lagging regions by increasing incomes and employment of the population of these regions.

In developing countries, unlike industrialized countries, there is no sufficiently clear system for collecting statistical information. To be comprehensive, the information should include: characteristics of tourists and tourist accommodation; economic structure; environmental characteristics; legal regulation; investments, etc. It should be noted that in international tourism the issue of the quality of the resources used is acute.

Once goals are set and statistical information is collected, it is processed and analyzed. Using economic and mathematical models used to plan optimal tourism development, and multivariate calculations, potential income and required investments for infrastructure development are assessed. The impact of tourism development on the local population and the environment is analyzed using key indicators (employment, profits, government revenues, foreign exchange earnings).

In addition to quantitative analysis, qualitative analysis is also carried out, for example, analysis of the market, organizational structure and training programs. After this, a development plan and recommendations for the implementation of appropriate policies are drawn up.

After analytical processing of preliminary information, several alternative solutions are obtained at once, from which higher-priority tourism development plans are selected, taking into account risk avoidance and any negative impact on the economy, ecology and socio-cultural environment. Drawing up a development plan includes preparing programs for market organization, promotion, rational use of land, infrastructure development, as well as assessing the effectiveness of the proposed plan.

Tourism development planning is carried out at local, national and international levels

At the local level, the development plan is more detailed and specialized than at the national level, and differs significantly from region to region. Plans at the national level, while representing the development of tourism in the country as a whole, must also take into account the specifics of individual regions. At the international level, tourism development planning is carried out by various international organizations, whose developments are advisory in nature for participating countries.

For example, the Organization for Economic Co-operation and Development (OECD) brings together the world's major industrial countries, which are also major tourist countries both in terms of tourism receipts and spending by their citizens. The OECD is not a purely tourism organization and does not aim to create a common economic policy for the member countries of the organization, but studies problems, prepares forecasts, recommends methods that should be used to draw up programs for the best development of tourism in member countries.

International and domestic tourism in each country is based on social policies that link tourism development plans with socio-economic development plans. Therefore, it is important to determine the goals and resources of tourism development policies and assess the impact of these policies on production, consumption, the environment and the social environment. However, it should be noted that policies in some sectors of the economy, including tourism, are often not worked out individually, but are integrated into the policies of other sectors of the economy, for example, into production policy, balance of payments policy, land planning, etc.

Tourism policy pursues both economic and non-economic goals. Economic Goals include, for example, the promotion of certain types of consumption with an increase in production in specific sectors of the economy, in special geographical areas, control over foreign trade, employment and economic growth. Non-economic goals include achieving freedom of movement of people, reviving natural and cultural heritage, etc.

Economic policies encourage tourism development through special budgetary, monetary and fiscal measures.

Budgetary measures include government funding from a budget specifically drawn up for tourism and take the following forms:

Loans at very low interest rates intended for investment in large tourism infrastructure projects;
- subsidies intended to encourage priority areas of tourism development.

Monetary measures are used mainly to support the international competitiveness of a country's tourism product. Some countries reduce the exchange rate of their currencies through devaluation, thereby having a stimulating effect on international tourism demand.

Fiscal measures are tax benefits for tourism companies; they include tax exemptions in whole or in part, or tax reductions.

In addition to economic policy, the development of tourism is also encouraged through social policy pursued by the state, which includes regulation of working hours, vacations, and vocational training. For example, the introduction of a five-week paid vacation in France had a significant impact on the development of tourism in the country.

There are significant differences in the implementation of tourism development policies between industrialized and developing countries. In many industrialized countries where unemployment is high, tourism takes priority in creating a large number of jobs. In this regard, they pay great attention to the policy of updating existing tourism products and searching for new resources for tourism, land development, environmental protection, etc. However, a special place in the development of tourism in these countries is occupied by the policy of promoting tourism products abroad to encourage the arrival of foreign guests in country and thereby justify large investments in the development of international tourism in the country. Unlike developed countries, developing countries do not have sufficient financial resources to pursue an active policy to promote the product and cannot attract a sufficiently large number of foreign visitors and, therefore, receive sufficient funds to develop their tourism infrastructure.

The industrialized countries of North America and the European Union represent the largest share of international tourism at 70% and share common characteristics. They are the main generating countries and receptor countries. In these countries, international tourism is defined as a secondary sector of the economy in relation to other sectors (except in rare cases, for example in Spain) and covers mainly the private sector.

The tourism policy of the European Union countries is aimed at coordinating the development of tourism in member countries. The Union has identified priority areas for joint solutions to problems to ensure the growth of tourism in these countries:

Protection of tourists and their free movement, including: simplification of police and customs controls at borders; increasing the safety of tourists and protecting them from unfair advertising; harmonization of insurance for tourists and their vehicles; informing about their social rights;
- harmonization of rules of activity in the tourism industry, concerning: harmonization of tax policies in different countries; mutual recognition of qualification levels and professional training diplomas; division of vacation periods to relieve the burden on the tourism industry during peak seasons;
- regional development of tourism in order to promote it to undeveloped regions of the union that have tourism potential.

However, the EU, while actively coordinating tourism activities, does not interfere with the national policies of each of the participating countries, adapted to their specific conditions.

In the UK, tourism policy is coordinated by the British Tourism Authority, created in 1969, which is responsible for promoting the British tourism product abroad. The administration employs approximately 400 people, half of whom work in 22 foreign offices, which are managed by three general managers, based in the main generating markets: North America, Europe and the Asia-Pacific region. The administration's budget is provided by government subsidies and funding from the private tourism sector. In 1993 the budget was approximately £47 million. Art., of which 32.7 million f. Art. came from government subsidies. In recent years, more than 40% of this budget has been spent on advertising and marketing and only a quarter on administrative costs.

To achieve the main goals, namely maximizing tourism receipts and promoting UK tourist centers to all new markets, the British Tourism Administration carries out:

Publishing a huge number of advertisements;
- advertising events abroad through a network of its offices and agents, press, television and radio;
- organization of conferences with the participation of foreign tourism specialists and their British colleagues;
- organizing excursions for foreign journalists to present the country’s tourism products;
- research and assessment of achievements.

The international tourism policy of France, in addition to the country's Ministry of Tourism, is coordinated by the Maison de la France organization. It includes 850 public, private and other public organizations that pay membership fees. This organization consists of a head office in Paris and 38 foreign offices in 29 countries, employing approximately 200 people.

Maison de la France's budget is approximately $69.2 million, of which one-third is spent on public relations and sales, one-third on advertising, and the remainder on communications and operating expenses.

In the 90s, the promotion of the French tourism product to foreign markets was very successful. Experts have calculated that every franc invested in promotion brought in 100 francs in revenue.

To create an excellent image for the French tourist product, Maison de la France, through its foreign offices, distributes brochures, guides and other information about all French tourist products. For members of the association, it provides consultations and provides a compiled database of market research, carries out advertising campaigns and public relations events (trade exhibitions, conferences, business meetings for journalists and tourism professionals, etc.). The key to the success of Maison de la France was the ability to constantly probe the market and, based on the information received, apply different promotion policies in different generating markets. In the 90s, the priority markets for France in terms of volume and potential were Japan, the USA, Germany and the UK, revenues from which accounted for half of the country’s total revenues from international tourism. Other European countries - Italy, Spain and the Scandinavian countries, and more recently Russia - are growing markets for France.

The example of "Maison de la France" clearly shows how the effect of public investments can be multiplied if they are skillfully complemented by investments from the private sector.

The policy of promoting Spain's tourism product to foreign markets is carried out by the Institute of Tourism of Spain, which is subordinate to the Department of Industry, Trade and Tourism. Its main goal is to strengthen Spain's position in the global tourism market.

Spain ranks first in the world in terms of annual budget for foreign promotion policies, which in 1993 amounted to approximately $77.7 million, of which more than 70% was provided by the country's government (Table 6.1). Close cooperation with the private sector is carried out through its integration into the organization and taking into account the initiatives it puts forward, especially in promoting specific and environmental products.

Table 6.1. Budgets of national tourism administrations spent on promoting tourism products, 1991-1993, billion dollars.

Countries	1991	1992	1993
Spain	78,905	85,105	77,692
France	63,098	71,698	69,248
United Kingdom	55,271	60,242	-
Australia	48,805	51,106	77,49
Mexico	20,543	33,495	36,17
South Korea	28,596	31,917	40,931
Singapore	31,829	-	-
Netherlands	26,15	30,984	29,967
Bahamas	30,981	-	-
Portugal	25,698	30,484	36,283
Ireland	27,121	28,029	25,038
Switzerland	29,149	28,023	29,637
Puerto Rico	29,193	27,798	33,011
Türkiye	14,537	27,6	31,581
Malaysia	22,21	25,52	-
Morocco	20,211	21,307	-
Canada	24,52	21,009	18,72
Hong Kong	16,653	19,735	22,902
Italy	16,121	17,851	18,371
Germany	16,126	16,837	16,542
Greece	29,056	15,193	-
Austria	15,116	14,496	-
Bermuda	13,985	14,12	14,366
Jamaica	-	-	14,061
USA	12,0	12,6	12,6
New Zealand	9,505	-	-
Aruba	9,381	-	-
Tunisia	8,649	9,378	10,601
Virgin Islands	9,3	-	-
Japan	7,546	8,763	19,565

Tourism has long been considered as one of the most profitable and rapidly developing sectors of the world economy. Politics, like any sphere of human activity, also has a huge impact on the tourism industry. In addition, it is believed that the more the state intervenes in tourism activities, the stronger the tendency for its development. In essence, tourism policy represents the state’s conscious support of the tourism industry and the formation of its main directions by influencing important components.

Policy Elements Affecting Tourism

Thus, tourism policy depends on several constituent elements in the political world, which include economic policy, passenger transport policy, social policy, territorial policy and cultural policy.

Tourism has a significant impact, firstly, on social policy, which involves legislative regulation of working hours and vacations, expanding the material well-being of the population, as well as subsidizing the construction of various recreational facilities.

The policy of passenger transportation is also of no small importance. This fact is confirmed by the fact that all tour packages indicate the phrase: trip + stay. However, we note that not only tourism depends on passenger transportation, but also passenger transportation largely depends on the development of tourism.

The main goal of territorial policy is to preserve the quantity and quality of recreational areas, while preventing the influence of its consequences harmful to nature. The task of cultural policy is to prevent the culturalization of a people by preserving its traditions, customs and historical monuments.

Economic policy also influences the tourism sector of the national economy; we note that there is a close relationship between the trends in the development of tourism and the economy. For example, changes in exchange rates have a significant impact on the volume of tourist flows between countries with strong and weak currencies.

Tourism policy: pricing

As for pricing policy, in the tourism industry it is determined by various factors. As a rule, there are 5 main factors that have the greatest impact on the pricing process - consumers, the state, participants in distribution channels, competitors and production costs.

Government regulation has a significant impact on pricing, since most attractions in countries belong to the public sector, many airlines are also controlled by the state, and in general in developing countries, even hotels are owned by the state. Also, the government can sometimes indirectly influence the price, for example, as mentioned above, by using exchange controls, which can lead to restrictions on currency exchange, as a result of which tourists will be forced to exchange currency at an inflated price and thereby increase the real cost of travel. However, we note that some governments resort to such methods extremely rarely and only when it is necessary to restrain travel companies from the temptation of obtaining short-term benefits to the detriment of the long-term interests of the country’s tourism business.