The article examines the potential of tourism as a tool of “soft power” of public diplomacy. Conceptual approaches to the definition of the concept of “soft power” and “public diplomacy” are highlighted. When considering the structure of “soft power”, its emotional component is singled out separately. The author’s view is presented on understanding the systemic attractiveness of the tourist region, which makes it possible to evaluate the effectiveness of tourism as a tool of “soft power”.
