Implementation of Active Tourism Programs as a Development Driver of Regional Tourism Services Market[Реализация Программ Активного Туризма Как Драйвер Развития Регионального Рынка Туристских Услуг]

Increasing interest in healthy lifestyle and active recreation is a new trend of consumer preferences. There has been a significant increase in income from the sale of active tours in Russian regions. Their popularity has increased significantly in recent years. The purpose of the study was to analyze the practice and problems of implementing active tourism programs in Orel region, and to substantiate the importance and significance of popularization and implementation of active tourism programs for the development of regional tourism market. Methods of analysis and synthesis, comparison, comparison, and review evaluation were used in the study. The article provides an overview of interpretations of the concept of active tourism given by the authors of scientific works, and its social significance and development priority are indicated in connection with the instruction of the President of the Russian Federation V.V. Putin, given to the Cabinet of Ministers: to consider a set of measures for the development of active tourism. The results of the review of organizing active tourism practice in Orel region are presented, and its types and organization system model in the region are indicated. It is proved that active tourism plays a significant role in formation of the tourist flow in the region, since the projects that attract federal funding to the region are being implemented in this area. A number of initiatives of Orel entrepreneurs received grant support from the Government of the Russian Federation. At the same time, active tourism has not received due attention so far. The main problems of the development of active tourism in Orel region are identified and outlined. The conclusion is made about the insufficient use of active tourism potential. So it is necessary to adjust and detail the Program of domestic tourism development in Orel region. Entities engaged in tourism activities in the region and organizations planning investments in tourism industry should receive a clear instruction concerning the priority of active tourism development in the region. This motivates them to focus their efforts on tourist products formation in demand in the region, expand the range of offers in the sector of active tourism, and accordingly initiates the development of regional tourism market. Development of active tourism will significantly increase competitiveness of tourist destination.