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This research highlights the role played by events and festivals in the tourism promotion of Bucharest, as well as the possibility of transforming the capital into a major tourist destination if we use cultural events and festivals as catalysts. The present study starts from the premise that, currently, in Bucharest we can speak of a real phenomenon of celebration and, consequently, tries to identify its main features. By choosing this topical issue we want to bring our support to demonstrate that cultural events and, implicitly, festivals can be an efficient tool for tourism promotion.