The paper considers some issues concerning incorporation of intangible cultural heritage into a process of creating a competitive touristic offer, which is able to provide a stable contribution in sustainable social and economic development of a territory. The authors' views on a role of intangible cultural heritage in the context of elevation of attractiveness of tourist destinations at Russian domestic and incoming travel services market are outlined. The article gives many examples of

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... ful popularization of some types of intangible cultural heritage that reflects ethnic and cultural diversity of the Russian state, including oral folk arts, intra-temple religious traditions, festive and ritual culture performing art, folk crafts, etc., in Russian touristic sector.