The article attempts to create a mechanism for integrating folk art culture into tourism, namely, a tourist route project, which is a tool for preserving and popularizing such a revived traditional craft of the Nizhny Novgorod region as a wooden toy. The achievement of this goal is facilitated by the solution of the following tasks: clarifying the nature of existing regional strategies for the preservation and broadcasting of crafts and crafts of the region; identifying craft centers and crafts existing on their territory that are part of the network of tourist routes of the region; determining the place and role of revived crafts and crafts of the Nizhny Novgorod region in the space of regional tourism. The conducted content analysis of the tourist routes of the region showed that the restored crafts are not part of any of the currently existing ones. Gorodetsky smokies, Kazarinovskaya ceramic dishes, wooden toys – Fedoseevskaya and Novinskaya – were noted and described as reconstructed regional samples of material folk culture. Their regional uniqueness, genre and technological originality, pedagogical potential are the dominants thanks to which these crafts should take their place in the paradigm of regional tourist routes. Being widespread on the territory of three districts of the Nizhny Novgorod region, the wooden toy became the basis of the tourist route project being developed in this study. Its developing, educational, pedagogical potential, contributing to the formation of the civil, cultural, regional identity of the target audience, is noted.
cultural heritage; State Cultural Policy of the Russian Federation; tourist route; traditional folk crafts; handicrafts; wooden toy; the Nizhny Novgorod region.