INTEGRATION OF DESTINATION BRANDING INTO THE HOTEL AND RESTAURANT INFRASTRUCTURE AND URBAN TOURISM IN ODESSA

This article examines the integration of destination branding into the hotel and restaurant infrastructure and urban tourism of Odessa, emphasizing its strategic role in enhancing competitiveness nationally and internationally. It explores theoretical approaches to branding in hospitality and tourism, focusing on emotional branding, digital visualization and co-design of tourist experiences. These methods help create unique offerings for diverse tourist segments, fostering strong emotional connections and engagement. The article proposes a typology for forming and implementing sub-brands in gastronomy, wellness, digital innovation, and event tourism. Using SWOT and REST analyses, it evaluates internal strengths and weaknesses, external opportunities and threats affecting Odessa’s brand development. This integrated approach promotes sustainable development, emotional identity and digital transformation, increasing Odessa’s appeal among domestic and international travelers while offering adaptable frameworks for other urban destinations.