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Tourist Quests as Branding Tool

The COVID-19 pandemic has had a significant impact on the world economy. Due to the closure of borders, tourism sector is the most affected. Many countries have focused their efforts on domestic tourism. Place branding tools allow creating an appropriate image for consumer (in this case, tourists), which let monetize cultural, historical or natural objects. It is important that modern tourist service consumers have become quite demanding and often want to go beyond usual excursion routes. An innovative tool to attract tourists to the place is to carry out tourist quests. Despite its popularity, tourist quests have not been widely developed yet and often remain a part of short-term sightseeing tours. This paper examines the economic potential of tourist quests for branding places and developing domestic tourism. The "Let's meet Russia" tourist quest technology is revealed. Public-private partnership that can ensure the economic effect of place branding is also identified. The article formulates requirements for places that are seen as locations and can trigger tourist behavior. Main objective of the "Let's meet Russia" project is to make popular those places that are out of popular tourist flows. As a result it supports small and medium-sized businesses in the hospitality industry.