Territorial brand promotion through events: the experience of the Tambov region

INTRODUCTION. The relevance of the research is due to the growing competition between territories for the attention of tourists and the redistribution of tourist flows, in particular within the framework of the emerging trend towards the intensification of domestic tourism. An overview of various points of view on the promotion of the territory's brand through events, as well as on the development of event tourism, is presented. Promoting the brand of a territory through event events is not only an urgent trend today, but also an urgent necessity for regions, small towns and rural areas. MATERIALS AND METHODS. The theoretical basis of the research was the development of foreign and domestic experts on the problem of branding places and territories, as well as existing generalizations of the best practices of branding territories. The study is based on an analysis of events implemented in the Tambov Region aimed at attracting tourists, as well as policy documents on the strategy for the development of regional tourism. The focus is on media resources dedicated to events in the region, as well as the calendar of events in the Tambov region for 2025. RESULTS AND DISCUSSION. The study demonstrated that the dynamic development of the territory's brand can be carried out through vivid events that are attractive to tourists. A special role in the event promotion of the territory is assigned to brand events, which in the Tambov Region in recent years could include the Pokrovskaya Fair and the Chernozem Rock Music Festival, currently the Lilac Night, Arakush, Vishnevarovo, and Atmanovskie Kulaks festivals and festivals and so on . From a research perspective, brand events should be considered as sub-brands of the territory. CONCLUSION. The unified calendar of events in the Tambov region is designed to facilitate timely informing potential participants about events and planning trips. The events themselves, along with attracting tourists to the region, act as informational occasions and a source of word of mouth, contributing to increased brand awareness of the events.