Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

In the Baltic Sea region, numerous activities are undertaken to promote selected groups of yacht seaports. Moreover, there are projects being implemented with the aim of creating networks of marinas around a certain basin, e.g. South Baltic Four Corners and Baltic Sailing, as well as local groups of ports and harbours, e.g. at Szczecin Lagoon, Vistula Lagoon, Curonian Lagoon. In this context, the southern coast of the Baltic Sea appears to be some “unchartered territory”. Apart from local promotional activities, the area has lacked any joint international undertakings that would promote yacht ports and yacht sea tourism in this area. That was the reason why under Marriage cross-border project, a concept was developed to introduce South Coast Baltic brand to promote the southern coast of the Baltic Sea – from Rugia Island in Germany, along the coasts of Poland and Russia (Kaliningrad Oblast area), to Curonian Lagoon in Lithuania. The article presents the concept of the brand, the way in which it was worked out and developed, as well as the initiatives that have been implemented under the “umbrella” of the brand to promote yacht sea ports and yacht sea tourism.