Subject. Tourist and recreational complex of the Kabardino-Balkarian Republic. Objectives. Identify, systematize, and quantitatively assess the elements of the tourism potential of the Kabardino-Balkarian Republic suitable for the formation of creative tourism products. Methods. General scientific research methods were applied. Results. The Kabardino-Balkarian Republic has significant potential for the development of gastronomic, ethnocultural, popular science, and event tourism. Conclusions. The results of the study can be taken into account when developing strategies and programmes for tourism development, when forming new tourist products, and in the process of training specialists for the industry.
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