In the context of the intensification of digital technology development and the increasing impact of modern challenges, the problem of attracting innovations in the field of tourism and hotel services is becoming more urgent. Growing trends in competitiveness in the market of tourism and hotel services necessitate increasing the parameters of brand formation of territories to promote them, and interactive technologies become an effective tool for this. The purpose of the article is theoretical and applied aspects of the study of interactive technologies for the formation of brand territories to promote them in the market of tourism and hotel services. The methodological basis of the study consists of such methods of economic analysis and scientific cognition as system analysis, synthesis, scientific abstraction, statistical analysis, analogy, comparison, functional analysis, cluster analysis (based on the k-means method), grouping, tabular, graphical, generalization and systematization. The results of the study have revealed that the use of interactive technologies in the formation of the brand of territories for their promotion in the market of tourist and hotel services is a necessity of our time and is due to the latest challenges and global dangers. It has been established that the formation of the brand of territories for their promotion in the market of tourist and hotel services is a complex and multi-stage process that requires the definition of tactical features and strategic priorities for its development. The results of empirical research have proven a significant dependence of the formation of the brand of territories for their successful promotion in the market of tourism and hotel services on the influence of factors and challenges of our time. It has been established that the COVID-19 pandemic did not contribute to a decrease in the share of tourists to highly developed countries in Europe, in particular, in 2020, 86.9 million people went to France, 81.8 million people to Spain, 58.3 million people to Italy, 37.7 million people to the UK, 37.5 million people to Germany, 29.5 million people to Austria, 27.2 million people to Greece and 21.2 million people to Portugal. It was achieved owing to the well-known brands of the territories of these countries and the transition to modern innovative interactive technologies for attracting customers and providing tourism services. The necessity of strengthening the innovative component of tourism and hospitality development in transit countries is substantiated, which is due to the inefficiency of their use of the existing tourism potential.

Highlights

• The purpose of the article is theoretical and applied aspects of the study of interactive technologies for the formation of brand territories to promote them in the market of tourism and hotel services.
• The necessity of strengthening the innovative component of tourism and hospitality development in transit countries is substantiated, which is due to the inefficiency of their use of the existing tourism potential.