Promocja regionu turystycznego na przykładzie kampanii „Tajemniczy Dolny Śląsk"
Promotion of the tourist region on the example of “Mysterious Lower Silesia” campaign

Summary/Abstract: The paper undertakes an attempt to indicate the core concept of region tourism product promotion. Prosperity of many areas depends, to a great extend, on tourists spending money during their stay. If local authorities want to encourage potential tourists to visit their region they have to take advantage of diversified marketing elements in their activities and if applied skilfully it will manifest itself in bigger numbers of visiting tourists. Currently, in order to accomplish success it is not enough to prepare an attractive offer. It is also indispensible to prepare the properly selected promotional campaign owing to which the offered product will be distinguished among similar ones at the market. In his study the author presents basic goals of region promotion, as well as activities carried out by self-government authorities in the framework of the campaign “Mysterious Lower Silesia”.

• Details
• Contents