At present, the formation and promotion of an attractive tourist image of the territory is an integral part of the policy for the development of domestic and inbound tourism. Today, all constituent entities of the Russian Federation are facing the urgent task of increasing the flow of tourists. And this, in turn, requires not only the creation of a high-quality tourist product, but also the effective promotion of the tourist image of the territory and its original brands. Activities to create and promote the tourist image of the territory are traditionally assigned to the mass media and new media (blogs, social networks, instant messengers, etc.). In this regard, the study of the experience of using the information resources of Udmurtia for the publication of tourist materials seems relevant. The article attempts to summarize the experience of using the media resources of the Udmurt Republic to promote the region as a tourist destination. For this, the mass media and new media of the Udmurt Republic, in which tourist materials are published, were systematized. The article singles out six groups of information resources presented in Udmurtia. Each of them is characterized, individual publications are studied. Additionally, the article presents the results of monitoring the regional media of Udmurtia, which showed that out of 3724 reports published in the republican media from January 1, 2021 to November 26, 2021 (newspapers, magazines, online publications, publications of news agencies, radio and TV) only 724 of them are devoted to tourism in the Udmurt Republic. This indicates that the current information agenda does not contribute to the formation of the appeal of the Udmurt Republic as a tourist destination. Further on, the article presents a content analysis of the most popular social media sites in the Udmurt Republic – VKontakte, Facebook (declared extremist and banned in Russia), Odnoklassniki, Instagram (declared extremist and banned in Russia) and Twitter, which showed that the most common publications are the ones announcing the events held on the territory of the republic. Therefore, it is necessary to strengthen social media presence, since influencers and bloggers have a significant impact on sales.