In the modern conditions of globalization and the ambiguity of the national identity of countries, one can see an increasing interest in the cultural material and non-material heritage. This is primarily due to the fact that Russian regions are experiencing an adverse period in the development caused by external sanctions. It has led to the fact that tourists are now seeking opportunities for recreation on the territory of Russia. And in this case, folk artistic crafts can be a factor in attraction of the tourist flow in any of the regions of Russia. Folk artistic crafts are a recognized part of the national culture. Voronezh region is a perspective region for the development of a variety of types of tourism: cultural, educational, medical and health, business, event, ecological, rural and agro-tourism, etc. The relevance of the study of folk artistic crafts in order to develop a tourist industry is predetermined by the need to develop the regional competitive tourist industry, as well as to achieve the target values of indicators of implementation of the Strategy of development of Voronezh region up to 2020, in which tourism is one of the basic sectors of the economy. Therefore, the development of folk artistic crafts, strengthening their role in the socio-economic development of the region, stimulating economic activity of small and medium-sized enterprises, creating favorable conditions for the development of tourism, will contribute to the effective socio-economic growth of the region and attract tourists to Voronezh region