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Factors of actualization of the regional potential of the tourism and hotel services sector

The problem of the interest of the country’s athletes in domestic tourism is being studied. Based on the materials of expert surveys, a study of the tourist attractiveness of the Perm region was conducted. The factors identified in the process of studying this information indicate the relevance of the development of tourist infrastructure in Russian regions, including the sphere of physical culture and sports. Perm Krai has natural and cultural prerequisites for the successful development of tourist and hotel infrastructure that meets the needs of the sphere of physical culture and sports. The actualization of the region’s potential is appropriate for the popularization of domestic tourism and the formation of the image of Russia as a sports and tourist country.