THE ROLE OF FRIENDLY PROGRAMS IN THE DEVELOPMENT OF INCOMING TOURISM IN THE RUSSIAN FEDERATION

The article is devoted to the consideration of the experience of implementation and as-sessment of the role of umbrella Friendly programs in the development of inbound tourism in the Russian Federation. The au-thors note that the current state of the Rus-sian tourist market provokes the search for mechanisms that will ensure the stable growth of the domestic tourism industry. One of them can be considered an orientation towards the development of domestic tour-ism in the Russian Federation, the other is targeted work with incoming flows, taking into account the needs of target groups in order to restructure behavioral motives. Among the conceptually holistic programs for serving separately selected target con-sumer groups, umbrella Friendly programs are of particular interest.