The aim of this article was to analyse marketing tools used to promote tourism in the Dolny Śląsk region. It covers both theoretical issues and practical research. The theoretical issues are related to promoting tourism in geographical regions, promotion tools, and the rules of planning and implementing effective promotion. Some organizations responsible for promotion are presented on the basis of secondary materials (scholarly publications, press articles, bills and information obtained from the Internet). The practical part of the article is based on the authors’ research devoted to the effectiveness of the tools promoting Dolny Śląsk. The following aspects have been taken into consideration: the informative and persuasive function of the tools, the extent to which they were remembered and the ability to create the image of the geographical region.