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Resume
The theoretical concepts such as branding and rebranding of the tourist destination are discussed in the article. Branding is an essential approach to building and managing the image of the destination. Namely the right policy for structuring and building of the brand is a real opportunity for a targeted policy for the development of priority forms at the particular tourism destinations.
The organization of festival events and promotion of this type of tourism is an opportunity for destinations to extend the existing brand and to attract new market segments and new tourism markets.
Festival tourism is just one of the opportunities to promote the history and culture of a particular touristic place, but it can certainly lead to the creation of competitive advantages of the Bulgarian tourism product and various tourism destinations.