The festival was launched in 2007 on the initiative of the Department for Tourism and International Relations of the Administration of the Ouglich Municipal District. The original name of the photo festival - "Ouglich - the face of the Russian province", it was conceived as a project designed to popularize the small tourist city of the Golden Ring of Russia. But the festival quickly went beyond the established framework - there was an annual steady increase in the number of participants who wanted to show themselves and learn from others; strengthened the real interest of photoaless professionals to teach others and / or to show oneself ...Now the festival in Ouglich firmly occupies a leading position in the photo-festive movement of Russia.The purpose of the festival is to create a central platform for Russia, which unites amateurs and professionals in the field of photo art and photojournalism, which gives an opportunity to express themselves to young talents.