In article the authors argue that the industrial future is the most important factor in ensuring sustainable development of a traditional industrial region. The conclusions are based on the study of the first results of socio-economic development in the context of the coronavirus pandemic, a prominent representative of traditionally industrial regions - the Sverdlovsk region. The authors base their own research on the conceptual guidelines of the scientific paradigm of sustainable development. Operative statistical data on the Sverdlovsk region are presented. In the study the conclusions were reached about the immediate prospects for the development of the Sverdlovsk region economy in the context of a new coronavirus infection. The processes that are an approximate scenario for the development of events at the regional level were identified. The importance of maintaining industrial specialization in the new realities of the economy as an important factor in sustainable development not only at the national level, but also at the regional level was revealed. © The Authors, published by EDP Sciences, 2020.