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This paper aims to review tourist directions that reflect the uniqueness of the Sverdlovsk region of Russia and form the basis of its multi-touristic potential.

This paper reviews diversification of the Middle Urals tourist potential based on its natural, geographic, business, ethno-cultural and industrial features.

The findings reveal the strengths, weaknesses, opportunities and threats relating to the implementation of the multi-touristic brand “Great Ural”.

Sverdlovsk region is known as a great industrial region of the Russia. The paper reveals that this region is an area with wide tourism potential. The authors deem that tourist diversification will help to improve the competitiveness of the Middle Urals.

The main output of the paper is a review of the key directions for tourism in the Sverdlovsk region with implications for practitioners, tourists and entrepreneurs. The identification of problems and imperfections in the Middle Urals tourism market is also useful for researchers working in the area of territorial marketing.