The cultural, historical and tourist potential of the Gzhel region

Abstract

This study examines the tourism potential of the Gzhel region, renowned worldwide for its unique porcelain production. An analysis of the region's landmarks, including porcelain production, craft centers, museums, religious architecture, and natural sites, is conducted to define Gzhel as a tourism brand. Based on this analysis, promising areas for the development of cultural, educational, and ethnotourism in the Gzhel region are identified, and measures are proposed to strengthen Gzhel's positioning as a competitive tourist destination. The study concludes that it is necessary to expand the range of services for tourists, introduce diverse excursion routes and projects, utilize digital technologies, attract investment from local businesses to develop the tourism brand, expand cooperation with other regions to exchange experiences, and organize cultural events to increase tourist flow.