the article is devoted to the study of festivals as a form of ethnic activism in the context of modern digital reality. They are considered as one of the varieties of social practices that contribute to the representation of the traditional culture of Tuvans. The work is based on materials collected by the author during visits to festivals in the Republic of Tuva, monitoring the activities of the participants — Tuvan craftsmen as active actors in ethnosocial processes to revive the traditional culture of Tuvans and subjects of ethnic entrepreneurship. Internet resources as platforms for expressing ethnic identity of Tuvans have also been studied, and scientific literature has been analyzed. The author comes to the conclusion that in the context of a changing socio-cultural paradigm, Tuvans as carriers of ethnic culture are changing the ways of transmitting and broadcasting their identity and cultural heritage. Observations show that the number of organized festivals is increasing every year. They differ in their focus on actualizing one or another lost aspect of traditional culture. Some of them acquire interregional or international status with the expansion of the geography of participants. During these festivals, ethnicity is reproduced through its playing on “stages”, as well as manifested at competitions and symposiums during the festivals. They represent elements, images, symbols, forms, and knowledge about Tuvan tradition. In the context of changing socio-cultural space, Tuvans are mastering new, mass ways of communication, expanding horizons and ways of forming and broadcasting their ethnic identity.