REGIONAL CULTURAL POLICY IN MODERN TOURISM

Abstract

Tourism plays an active role in regional cultural policy. Tourism interest is mainly

expressed in cultural attractions, which include Cultural Heritage, Cultural and Art Attractions, and

Entertainment Events. Among them, festivals amuse a leading place.

Festivals are an important direction of cultural attractions in the tourism industry. It includes

not only cultural and creative events, but also in this area, tourism specialists consider tourist

bazaar, sporting events, etc.

Tourist interest in properly planned and well-organized festivals is growing day by day.

Every country has both traditional and modern festivals. Traditional festivals are based on the

customs, lifestyle, and cultural heritage of the country, while modern festivals are held taking into

account the cultural interests and demands of society. Every festival, whether traditional or modern,

reflects the historical and ethnocultural aspect of a country or region. Tourists are attracted by

traditional festivals based on different ethnic cultures.

Georgia's centuries-old history encompasses a rich and diverse cultural heritage. Every

region of the country has its own distinct customs and lifestyles, all based on a common Georgian

foundation. This difference is manifested in regional musical and choreographic folklore, clothing,

cuisine, entertainment and games, sports competitions, holidays, etc.

Adjara is one of the most distinctive regions of Georgia. In addition to traditional folklore,

cuisine, and holidays, Adjara is distinguished by its diverse nature. These natural and cultural

attractions play an important role in tourism.

Among the regional festivals of Adjara, traditional and modern festivals are very popular.

Regional festivals are planned and managed by various agencies. Some festivals - mostly

traditional festivals - are administered by the regional municipalities, while modern festivals are

administered by the Adjara Ministry of Culture, the Tourism Department, state theaters, or music

and choreography centers.

One of the challenges in planning regional festivals is the lack of interagency coordination

and insufficient advertising and marketing communications, and in some cases, the lack of

managerial skills and experience among festival organizers.

Issues of regional festival management are included in the academic educational programs

of universities in tourism and management, and in short-term training courses organized by the

Ajara Tourism Department.