How to promote a cross‐border region as a tourism destination – the case study of the bug Euroregion

As much as any cross‐border destination may be an attractive notion, it clearly requires more profound research as both theoretical and practical research seems hardly satisfactory. This paper will attempt to present tourism development of the cross‐border region of Bug, consisting of three national components: Polish, Belarusian and Ukrainian. There are both advantages and disadvantages resulting from the fact that one part of the destination belongs to the European Union (EU) and the other does not. The authors analyse the potential of the Euroregion and present main actors responsible for the destination development. Based on both desk and field research, special attention is given to the model of tourism organisation. The theory of tourism transformation is carefully scrutinised. One can distinguish 4 stages of this process, namely: preparation, creation, verification, gratification (Studzieniecki 2000, p127).