Abstract
<jats:p>This article discusses souvenir products as one of the tools for promoting a tourist territory. Souvenir products are considered as one of the important components of the tourism product, influencing the increase in tourism income and increasing the recognition of the territory. It is considered how the souvenir products are used to form a brand for a tourist area, and what categories souvenirs for business tourists are divided into. The article presents salons, museums, and exhibition centers in the Zabaikalsky Krai that sell souvenir products. The article lists the types of souvenir products presented by local craftsmen. It provides examples of exhibitions of local folk art, where craftsmen have the opportunity to sell their products. As the study showed, symbols that convey the uniqueness of a region play a major role in the formation of a tourist image in modern conditions. The importance of souvenir products as a carrier of a brand of a tourist territory is undeniable. This is an important tool for influencing the attractiveness of a tourist destination and increasing the tourist flow to a certain region.</jats:p>