Intangible cultural heritage as an innovative driver of tourism development in a region (trades and crafts of Voronezh region as an example)

In the modern conditions of globalization and the ambiguity of the national identity of countries the increased interest in the cultural tangible and intangible heritage can be seen. This is due primarily to the fact that Russian regions are experiencing the adverse period in the development caused by external sanctions. It led to the fact that tourists are looking for opportunities to spend holidays on the territory of Russia. And in this case, the national artistic trades can be attractive factor of the tourist flow in any region of Russia. National artistic trades are a recognized part of the national culture. Voronezh region is a perspective region for the variety of types of tourism: cultural, educational, medical and health, business, event, ecological, rural and agro-tourism, etc. The relevance of the study of national artistic trades in order to develop a tourist industry is predetermined by the need to develop the regional competitive tourism industry, as well as to achieve the target values of indicators of implementing the Development Strategy of Voronezh region up to2020, in which tourism is one of the basic sectors of the economy. Therefore, the development of national artistic trades, strengthening their role in the socio-economic development of the region, stimulating economic activity of small and medium-sized enterprises, creating favorable conditions for the development of tourism will contribute to the socio- economic growth of the region and attraction of tourists to Voronezh region. The study was financially supported by RFBR Grant 16-46-360686 р_а.