The promotion of tourism services is currently experiencing the highest degree of evolution due to the widespread use in this process of digital technologies and classical methods of promoting services in the field of tourism. Despite this, modern tourism services need new approaches to promotion both on the national and foreign markets in the face of growing competition. The development of tourist destinations is impossible without the active promotion of their tourist product. The relevance of branding tourist destinations is also due to the negative consequences of the Covid-19 pandemic, in the context of which there have been significant changes in the tourism industry. Under these conditions, the creation of a sustainable brand of a tourist destination will minimize future and existing risks caused by internal and external environmental factors. An analysis of the modern experience of branding world tourist destinations shows with all confidence that this is an effective tool that can be multilaterally developed through the use of various applied tools. Among the most promising are the creation of a recognizable logo, slogan, the formation of the image and image of the destination, and many others. The main marketing task in this case is to create an integrated approach to branding a tourist destination that combines the entire range of effective promotion tools, as well as taking into account the system of relationships between them. Creating a brand is an important stage in the development of a marketing strategy for the development of a tourist destination.