Shumen municipality has a rich cultural and historical heritage. In 681, the First Bulgarian State was founded here. The cultural institutions of the Shumen municipality are representedby the Stiliyan Chilingirov Regional Library, the Vasil Drumev Drama and Puppet Theater, the State Symphony Orchestra and the Elena Karamihailova Art Gallery. There are 9 museums on the territory of the municipality, of which RIM in the town of Shumen, NIAR"Madara", NIAR "Pliska", NIAR "Kabiyuk" and IAR "Shumen Fortress" are of primary importance. The municipality attracts a significant number of tourists, but we believe that the region has a significantly greater potential for imposing this destination as a leading tourist product. It is necessary to work in two directions: - to modernize existing traditional forms of tourism - restoration and modernization ofexisting tourist routes, infrastructural tourist sites and advertising products. - to create a modern tourist attraction based on modern technologies and adapted methods of perception. Within this concept, we will implement a complex approach with the implementation of the following activities: - Development of a comprehensive regional strategy for tourism; - Creation of small-scale tourist infrastructure for the development of local sights and attractions; -Soft measures to promote the development of local sights and attractions; -Development of an integrated regional cultural-historical tourist product; - Innovative tourist services using modern technologies (virtual reality, augmented reality, artificial intelligence) and digitized cultural heritage; - Construction of a virtual tourist internet portal; - Creation of touristic digital city infrastructure; The aim of implementing all complex measures is to attract more tourists, keep them longerin our territory, offer an unforgettable experience for the guests of the region and make them come back again.