НОВЫЕ ГОРИЗОНТЫ РАЗВИТИЯ ОТЕЧЕСТВЕННОГО ТУРИЗМА: НАЦИОНАЛЬНЫЙ ПРОЕКТ «ТУРИЗМ И ИНДУСТРИЯ ГОСТЕПРИИМСТВА» – «ПЯТЬ МОРЕЙ И ОЗЕРО БАЙКАЛ»

The tourism industry plays a crucial role in the socio-economic development of the country by creating new jobs, contributing to infrastructure development, improving the standard and quality of life of the population, and preserving natural and cultural heritage. The relevance of developing internal tourism programs is particularly acute under current conditions of geopolitical instability and international sanctions. The development of new centers of attraction for both domestic and inbound tourists will contribute to regional economic diversification, strengthening national identity, and enhancing the country's tourist image. Based on the large-scale project «Five Seas and Lake Baikal», which aims to create federal all-year-round sea resorts along the coasts of the Azov, Baltic, Caspian, Black, and Japan Seas, as well as Lake Baikal, the concept of forming new tourist-recreational zones in Russia within the framework of the national program "Tourism and Hospitality Industry" has been analyzed. The main goal of this project is the comprehensive development of territories along Russian seas with the construction of new resorts. It is planned that the implementation of the project will increase the number of domestic tourist trips in Russia to 140 million by 2030, and it also envisions significant economic growth due to the multiplier effect of the tourism sector. The article analyzes conceptual approaches to the formation of tourist-recreational zones, examines their strengths and weaknesses, opportunities, and threats in each region joining the project (Primorsky and Krasnodar Krai, Irkutsk and Kaliningrad Oblast, Republic of Dagestan and Republic of Crimea). Based on the analysis conducted, prospects for the development of internal and border tourism in these regions are outlined, as well as the creation of new tourist routes.