New trends in shaping tourism products in spatial units on the example of Szczecin

The purpose of the article was to show new trends in the marketing of tourism products for cities. The article assumes that apart from typical tourist products addressed to a wide audience, new products are created in cities, based on the use of the idea of experience marketing, storytelling. These products have a unique character and are conducive to the diversification of the city’s recreational offer, both for tourists and residents. The theoretical part of the article is based on a review of literature. It presents the essence of the tourist product of cities and new trends in the marketing of tourism products. In the empirical part based on the method of observation and personal interview, selected initiatives undertaken in Szczecin were presented, based on the use of the concept of experience marketing.