TERRITORIES BRAND PROMOTION BY DEVELOPING EVENT TOURISM

In the current competitive landscape, attracting the attention of external target groups such as tourists, investors, and sponsors becomes increasingly challenging for territorial entities. With uniqueness no longer the primary advantage, the battle for the attention of target groups is shifting from the rational to the emotional sphere. As traditional marketing tools lose their effectiveness, destinations are compelled to explore new promotion methods, and one such approach is event tourism. In the works of domestic researchers, event tourism remains a relatively underexplored type of tourism. This fact may indicate the recent initiation of its study in Ukraine. This article focuses on studying and analyzing the challenges of promoting territorial brands through the development of event tourism strategies. The paper delves into pertinent issues related to the organization and development of event tourism, elucidating its impact on the development and popularity of territories. An overview of contemporary approaches to tourism branding is provided, emphasizing the importance of territorial branding as an intangible asset and its influence on economic and political structures' competitiveness. The study also examines factors determining the success and effectiveness of event tourism in creating and maintaining a positive territory image and reputation. The development of the tourism industry contributes to diversifying regional budget revenue sources, potentially becoming a catalyst for the socioeconomic development of a specific destination when combined with other income streams. Event tourism should be cultivated as a form of soft tourism that adapts well to local diversity. The evolution of event tourism can serve as a powerful tool for territory branding; however, this requires a balanced strategy, innovative approaches, and effective management. The positive atmosphere generated through events can enhance the territory's image and attractiveness for tourists.