Territory branding is a significant tool for promoting and increasing the tourist attractiveness of a region. An illustrative example is the “UNESCO World Heritage Site” brand, but this brand is not equally effective for every type of site, especially in industrialized regions. The solution to the problem of promoting such territories as tourist attractions can be the development of a generalizing brand of industrial cities, considering their specifics, demonstrating both the local identity and the global significance of industrial regions. The presence of such a brand will make it possible to include a greater number of industrial cities and monotowns in various tourist routes, as well as to dispel several stereotypes that negatively affect the perception of industrial cities. On the example of various forms of industrial tourism, the tourist potential of industrial cities is demonstrated, which, in turn, confirms the need for an integrated approach to promoting this type of tourism. © The Authors, published by EDP Sciences.