Pilgrimage to the Residence of Santa Claus/Father Christmas: Modern Myth and Cultural Tourism Introduction: From Folkloric Image to Tourist Brand The phenomenon of traveling to the "official residence" of a mythical Christmas character represents a unique phenomenon of contemporary culture, located at the intersection of mythology, commerce, tourism, and social psychology. This "pilgrimage" (analogous to religious, but in a secular key) is not an spontaneous tradition, but the result of deliberate tradition construction (by E. Hobsbawm) and territorial branding. Scientific analysis of this phenomenon reveals the mechanisms of creating sacred spaces in a consumer society. Geography of "Sacred Centers": Struggle for Authenticity There are dozens of locations around the world claiming the status of "the true home" of the gift-giver. Their geographical location is not accidental and appeals to various aspects of the myth. Rovaniemi (Finland) — the capital of Santa Claus. The most successful and well-known project in the world. The idea that Santa lives on Mount Korvatunturi in Lapland emerged in the 1920s, but its commercialization began after the visit of the first lady of the United States, Eleanor Roosevelt, in 1950. In 1985, the Santa Park and Santa's office, certified as "official," were opened. The key concept is Arctic exoticism (northern lights, reindeer, polar night) and the status of "true" Lapland. This is an example of a successful collaboration between national folklore (Finnish Joulupukki) and the global anglo-saxon image of Santa. Veliky Ustyug (Russia) — the homeland of Father Christmas. A project initiated in 1998 by the former mayor of Moscow, Yuri Luzhkov, is an example of post-Soviet national tradition construction. The choice fell on the ancient Russian city, the name of which refers to "ustjugans" — daring travelers. The project solved several tasks: creating a new Russian brand, developing domestic tourism, and establishing a specific, "historical ... Read more