Festivals are production form, social phenomenon, political component and tourist bait. Through its long and rich history, the festival combines a sense of celebration and politics, and with the emergence of mass tourism, it becomes the identity of the community in which it takes place. The feeling of celebration is one of the most lucrative jobs today because it belongs to the leisure group, which is especially evident from the example of the festival as a form. Festivals can contribute to international recognition, economic viability, extending or creating a tourist season and destination, job creation, strengthening the local community and creating and sharing art. Events are a phenomenon of today's society. International events have a significant reputation and promotion for tourist destinations, where destination management companies have a great influence. The behavior of tourists is changing, their needs and new desires need to be closely monitored and the market adapted to the tourist needs and wishes. The digital age brings with it a number of benefits and trends, and it also helps greatly in advertising and creating destination identity.