Ekonomiczne Problemy Turystyki

The paper examines the way that place with a specific identity and cultural atmosphere could beused as the promotion of the site and creation the popular short-stay tourist destination. The authors briefly explained the theoretical background, concepts, marketing methodologies and effects of coordination between local government actions and tourism industry promotion. On the example of case study in Podkowa Leśna, it illustrates different activities and different issues involved, identified important determinants. Emphasizing a smart, sustainable approach, it shows how cultural tourism and culture events could be used to promote a town successfully. It shows how the local authority’s policy, the private – public cooperation, the NGOs involvement, institutional structures and volunteer’s enthusiasm could create a high standard of cultural offer and tourist – friendly host site. It also shows how, on the example of garden – city Podkowa Leśna, an effective management and innovative strategy could provide long term success based on cultural and social resources. In their final conclusion remarks the authors examine the relationship of cultural events and tourism growths (short-stay, ‘weekend break’ visits). Cultural heritage, organized sport and cultural events together with the natural values are identified as the vital determinants for the high quality experience of visitors in this destination site. The non answered question remains, if culture in future – in a broad sense of tangible and intangible forms – could be also used in the rapidly changing world for successful promotion, for sustainable development, for social and cultural harmony and economic growth. The other question to be considered in the future research study is the limit of tourism development growth at the site of high cultural and natural values, very special social atmosphere and site tradition.