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As the popularity of festival tourism is growing, there is a need to include this type of tourism in promoting objects of historical and cultural heritage in border regions. Olecko and Gusev are towns of great artistic potential which is proven by cultural activities of each of the partners. Unfortunately, without an attractive offer and modern cultural amenities, the potential is invisible. Interesting cultural offer will help promote the Polish-Russian border region and, if combined with the rich cultural heritage and potential, it will enable the development of the festival tourism – a completely new concept in this region. Interesting cultural events have a positive effect not only on budgets of the two towns and on their economic mobilization, but also on local populations, which in turn translates into the development of the entire region. Therefore the partners are willing to modernize the existing cultural amenities through adaptation of rooms in the Regional Cultural Center in Olecko for the needs of the Cross-border Academy of Arts, establishment of the Digital Arts Laboratory at the Center for Children and Youth in Gusev and development of technical documentation for the Gusev historical object of cultural interest. These will form the foundation for a unique cross-border tourist product presenting the region’s cultural heritage in an attractive manner. The answer to the problem indicated above is the 1st Polish-Russian “Magic of the North” Festival – fusion of music and various art forms with the use of state of the art technologies. As a result of the partnership the Festival aimed at presenting Polish and Russian culture will gain more authenticity and international, more attractive character. The Project is targeted at the populations of the Kaliningrad Region and Warmińsko-Mazurskie province as well as local tourist and tourists from outside the Program affected area (in particular other parts of Russia and the European Union).