With the development of civil society, the urgency of the concept of national security is growing. Within this concept, the category of "national interests" is of paramount importance. In the modern world, security becomes an intrinsic value that realizes itself through individual and social consciousness. National security is determined by national consciousness. In this case, people tend to feel their insecurity due to the unconscious internal stereotypes that were formed in the past and fixed in memory. The formation of the national consciousness of society, the recognition of its national identity is largely determined by the nature of relations with other peoples through opposing oneself to others. All nations got through the understanding of themselves and the world around them. The basis of the formation of the national brand is the national identity, which is aimed at comprehension by a person of his/her belonging to a particular nation. In Belgorod region, the source of such identity is the socio-cultural complex that forms in public knowledge a certain system of values aimed at the upbringing of a man – the patriot of his/her homeland. As a result, a unique positive image of Belgorod region is created, attracting tourists not only from other regions of Russia, but also from other countries. In conditions of globalization, tourism is becoming an important mechanism for managing the intercultural dialogue of peoples, an effective way for implementing the principles of national security and social partnership at the level of various actors. The article shows clearly how the national community and the security of various countries, which are in active interaction with each other, form the contour of the national self-identification of each of them, determining the image strategy, the brand of the territory, thereby contributing to the development of the tourism industry.