Globalization of the region's brand: principles of creating an English-language version of the tourist internet portal

The article studies tourist discourse as a special type of speech activity. The author gives a general description of tourist discourse, defines its place in the typology of discourses, describes the genre and species specifics, considers the Internet portal as a genre of tourist discourse, as well as its linguistic and cultural specifics in English and Russian. The author defines translation as a cultural transfer, while analyzing the technology of translation of Internet portal texts from Russian into English. The article reveals the main ways to globalize the region’s brand when creating an English-language version of the tourist Internet portal.