Cultural, historical and natural potential of the Kaliningrad region as a tool for promoting the territory

The topic of this paper is devoted to the analysis and assessment of the cultural, historical and natural attractiveness of the Kaliningrad region and Kaliningrad in particular. The author identifies the main attractions of the city, which are the most important resources for promoting the destination, but at the moment they are not used in the positioning and identity of the city. On the territory of the region there are objects protected by UNESCO, which is also not used in the positioning of the destination. The work provides an assessment of the current state of the tourist attractiveness of the region, as well as its potential. The statistical indicators of tourist flow, air passenger flow, rail passenger flow, sales of travel agencies are analyzed, and a conclusion is made that the tourist attractiveness of the destination is growing. The author notes that the main natural resource of the region – amber – is the most valuable component of the region's brand. However, even it requires work on the positioning and promotion of the Kaliningrad region. The work identifies several areas of tourism at once that can be comprehensively developed. In particular, emphasis is placed on mythological tourism, which has a strong potential for development and, if done correctly, can become the foundation of Kaliningrad's identity. It is noted that the Kaliningrad region is a unique tourist destination in Russia, has European historical architecture, which is an incentive to attract both Russian and foreign tourists.