Cultural tourism as a tool of soft power in the context of globalization

The article is devoted to the study of the role of cultural tourism in strengthening the soft power of states, where visits to historical monuments, participation in festivals and immersion in local traditions form positive stereotypes about the country, contributing to its attractiveness to investors and partners. Based on the analysis of international data and cases from Europe, Asia and Latin America, it is demonstrated how cultural tourism not only generates income, but also strengthens diplomatic ties, minimizing the risks of confrontation. The article focuses on challenges ranging from environmental pressure on heritage sites to digitalization, which expands access but erodes authenticity. The proposed approach highlights the need for a balance between commercialization and the preservation of cultural values, with recommendations for integrating tourism into national soft power strategies. The study is based on a combination of statistical indicators and qualitative assessments, revealing correlations between tourist flows and global influence indices.