«SOFT POWER» OF RUSSIAN TOURISM

Abstract

Recent turbulent geopolitical events raised on a high level the discussion about the search of effective instruments to ensure national interests of our country in a changing world. Here sounds fair criticism, proving that we still haven't mastered properly the arsenal of tools of so-called «soft power». As a rule, the subject of discussion is the activity of non-profit organizations, attracting foreign investment, the conditions for issuing visas, etc. In this context tourism isn't mentioned directly, but tourism can and must play a significant role in creating a positive image of Russia. The priority attention to tourist exchanges with countries which are close to us geographically and historically are close to us are designed to preserve and strengthen the cultural, ethnic and linguistic ties with the peoples of these countries and, ultimately, should contribute to the improvement of Russia's image in the West. In the article it is proposed to allocate tourist exchanges with border countries to the priority directions of development of national tourism. For the solution of the critical and complex tasks of quantitative and qualitative development of tourist exchanges with border countries are needed combined efforts of state agencies, professional branch society and tourist public.