Expanded Summary

In modern society, in the conditions of global changes, festivals have become one of the most popular forms of socio-cultural activities. Festivals have become so popular that in the second half of the twentieth century the concept of "world festival movement" appeared.

Being one of the types of event tourism, festivals have become an integral and important component of modern culture, providing unique opportunities for effective intercultural communication. These events promote tolerance, respect and cooperation between different communities.

Festivals contribute to the active development of the economy of tourist regions. The large number of tourists coming to the festival contributes to the active development of local businesses, hotel industry, restaurants, souvenir stores and craft workshops. This creates new jobs, promotes active investment and overall economic growth in the region. They play an important role in popularizing a country, region, city or a particular tourist destination, attracting significant tourist flows and contributing to the development of the tourism indu.

Analyzing the topic of festival tourism, researchers come to different conclusions and definitions. Thus, A. B. Voronina considers festival tourism as a complex phenomenon, where the needs and real activities of people, natural, technical and economic processes are intertwined. Е. A. Shirokova considers the festival as a socio-cultural phenomenon, a specific form of intercultural communication, within which the creative and intellectual intents of our time are realized.stry.

Interesting is the opinion of N. V. Strachkova, who associates festival activity with the growing tourist movement and defines festival tourism as the organization of short-term cognitive trips lasting 5-7 days to visit certain events with a periodicity of once a year, which, in our opinion, narrows the understanding of festival tourism.

Even ancient festivals embodied significant cultural and religious aspects. Since the beginning of the XIX century festivals gained popularity in various European countries, especially in Germany. They became a joint effort of musical societies, institutions, city, provincial and district administrations. It was the festivals of the XIX century that had an important influence on the formation and establishment of the modern festival movement, giving it unique features and characteristics that today seem to be an integral part of culture and entertainment industry.

In the history of cultural events, one cannot fail to mention the outstanding Edinburgh International Festival, which played a key role in the cultural revival of Europe in the post-war period. First held from August 22 to September 11, 1947, shortly after the end of hostilities, this festival was conceived to provide a platform to uplift the human spirit and enrich the cultural life not only of Scotland and Britain, but of the whole of Europe.

The Edinburgh International Festival has now become an annual event in the world of performing arts, attracting artists from all over the world for three weeks. This unique event showcases a variety of events that cover a variety of art forms and different genres. From amazing concerts of classical, orchestral, chamber and vocal music to thrilling theater performances, opera productions, ballet shows and energetic dance performances, the festival offers a continuous stream of cultural experiences, delighting both true connoisseurs of the arts and the general public. With its sheer scale and variety of performances, this international festival holds a well-deserved place in the Guinness Book of World Records as one of the greatest cultural events of our time.

In the modern era, one can see the exponential growth and diversity of film festivals around the world. The International Federation of Film Producers' Associations (FIAPF) has accredited 51 film festivals. Among them, five of the most prestigious and popular ones stand out: the Venice, Cannes, Karlovy Vary, Locarno and Berlin Film Festivals, which attract the attention of the world's film stars and moviegoers from all corners of the globe. These events present new films from leading directors and actors, making them particularly significant in the world of cinema. Attracting audiences, critics and professionals, these film festivals become centers of inspiration, contributing to the flourishing of the film industry worldwide.

Music festivals are unique events that attract travelers from all over the world, immersing them in the exciting world of music. Among the most famous and significant music festivals that have become cultural phenomena and attract the attention of thousands of tourists we can highlight the following: Eurovision Song Contest, Stockholm Jazz Festival, Tomorrowland (Belgium), Electric Daisy Carnival (EDC, USA), Verona Opera Festival (Italy), International Tchaikovsky Competition in Moscow (Russia), International Music Festival dedicated to Uzeyir Hajibeyov in Baku (Azerbaijan) and others.

Such music festivals have a significant impact on the development of event tourism and economic performance of the regions. Over the past decades, event tourism, including music festivals, has become a key element in the organization and promotion of the local tourist community.

Gastronomy festivals occupy an important place in tourism development, attracting visitors from all corners of the world, contributing both to the strengthening of cultural ties between different nations and to the economic recovery of regions. A 2016 survey of UNWTO members from 29 countries found that gastronomy ranks third in motivations for visiting destinations after cultural and nature-oriented. They not only delight gourmets and connoisseurs of culinary delights, but also stimulate the development of related industries such as hospitality, restaurants. This is a great opportunity for local producers to present their products to a wide audience, which contributes to the development of agriculture and handicrafts.

The organization of theatrical festivals of various types and genres, fine art exhibitions, flower festivals, fashion festivals, as well as national holidays and events (e.g. St. Patrick's Festival in London, St. Patrick's Festival in Dublin, Napoleon Bonaparte's birthday celebrations and others) also attract tourists with their unique characteristics and uniqueness. These events provide an opportunity to experience the diversity of arts and traditions of different countries, making them popular in the world of event tourism.

Thus, modern festival tourism is presented as a dynamic form of socio-cultural activity that has a positive impact on the formation of event tourism. This type of tourism not only presents an opportunity for short-term travel to participate in special events, but also plays a key role in the global tourism industry. Festival tourism contributes to the recovery of the regional economy, the development of tourism infrastructure, the growth of local employment, the strengthening of international cooperation, as well as the promotion and preservation of cultural heritage. Therefore, in order to further develop festival tourism, it is necessary to pay attention to the following aspects:

1. Attracting investment. Developing and running festivals requires significant investment in marketing, infrastructure, entertainment, security and other areas. Attracting private investors and sponsors will help ensure financial sustainability and high quality events.

2. Creation of new jobs. Festivals help increase the flow of tourists to the region, which undoubtedly leads to stimulating labor activity in hospitality, transportation, retail, and other related industries.

3. Increased revenue for the region. Which occurs as a result of attracting travelers and increased tourist demand for services, accommodations, and products from local businesses.

4. Facilitating seasonal tourism. Organizing festivals can help relieve seasonal pressure in tourist areas by attracting tourists to certain seasonal events and holidays.

5. Promoting cultural tourism. Festivals are an excellent means of promoting cultural tourism.

6. Influence on local entrepreneurs. The development of festival tourism stimulates the business growth of local entrepreneurs, as they can offer tourists various services and products specialized for festival needs.

7. Increased tourist attraction. Festivals can attract tourists from different regions and countries, which helps to improve the image and attractiveness of the region from a tourist point of view.

Implementation of these strategic approaches and activities will help to develop festival tourism with economic efficiency, contributing to the improvement of the economic condition of the region and strengthening its position in the global tourism market.