Аннотация: The article examines the process of forming a brand platform of a tourist object as a key tool for increasing its competitiveness in the context of the growth of domestic tourism and increasing market competition. The features of tourism branding are analyzed, the structure of the brand platform and its influence on brand perception by the target audience are revealed. The necessity of a systematic approach to branding tourist facilities is substantiated, and the key elements that ensure the formation of sustainable competitive advantages are considered.