Folklore and ethnographic tourism is able to satisfy tourist needs for recreation and help them learn the cultural characteristics of different peoples, while branded tours promote the cultural heritage of an ethnicity, increase attractiveness and popularity of a region. The tourist’s curiosity in relation to distinctive peoples and their culture is one of the strongest motives that induce tourists to choose trips that let people learn different traditions, rituals and try gastronomic dishes. As a result of the scientific research, we have designed a branded route on the territory of the Republic of Bashkortostan, based on the study of folklore and ethnographic resources of the region. As a pilot project, we have proposed a touris route — “North-Western necklace of Bashkiria” that includes learning the culture of peoples from various ethnic groups living on this territory, such as the Finno-Ugric groups (Mari-el, Udmurts), the Turkic group (Tatars, Bashkirs), as well as Slavic ethnic groups of peoples (Russians, Belarussians, Ukrainians).