The article examines the destination in the context of regional development. The factors that determine the attractiveness of a destination for tourists are given. It is noted that the assessment parameters determine target quantitative and qualitative indicators that indicate the satisfaction of tourists’ requests, but at the same time, tourist expectations associated with the accessibility and infrastructure of the destination will be heterogeneous among potential tourists, as well as the perception of price levels, safety and comfort of stay. The authors demonstrate with examples that travel goals and tourist interest in the same destination can differ for representatives with different demographic characteristics. The difference in interests and tourist goals must be taken into account when discussing and forming a regional development strategy, which should take into account the formed image of the territory and the brand, while the image can not only change over time, but also have its own specifics for different target groups. For the Volgograd destination, educational and tourist attraction is designated as in demand among foreign students. By developing a network of necessary institutions, organizations, accommodation facilities, services and entertainment infrastructure, it is possible to increase the interest, first of all, of the youth audience not only in traveling, but also in permanent residence in the Volgograd region.