摘要：This study is aimed at identifying the innovative activities of museums in the Rostov region, contributing to an increase in the tourist attractiveness of the region. The article reveals the concept and essence of museums, substantiates the relevance and feasibility of developing innovative activities of museums as a cultural and educational institution and a component of the regional tourism infrastructure of the Rostov region. Museums can make a significant contribution to creating a memorable experience when a tourist interacts with a proposed tourism product. The participation of museums in the development of interactive programs and events included in the regional event calendar can make a significant contribution to the growth and distribution of tourist traffic.
