Abstract
The article analyzes the internal and external factors influencing the development of tourism, including government policy, economic trends, infrastructural opportunities and international cooperation. Special attention is paid to the conceptual criteria defining tourism as a change of location, temporary stay and non-commercial travel purposes. The authors of the article consider the current trends and risks associated with tourism in Russia, as well as consider strategies and measures that can contribute to the sustainable development of the tourism industry in the country. The article offers a comprehensive approach to assessing the tourism potential of Russian regions, emphasizing the importance of separating attractiveness and quality of service in order to optimize tourist flows and increase the attractiveness of Russian tourism for both domestic and foreign visitors.
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