This thesis examines the topic of the management of tourism destinations. The main aim is to summarize the potential of tourism in Hradec Králové region on the basis of the performed analysis and suggest a strategy for further tourism development. The first part deals with basic definitions and theories of destination management and marketing. The second part is devoted to tourism in Hradec Králové Region. It includes an analysis of the key factors of tourism development, an analysis of the current situation of tourism in the region, a SWOT analysis, and possibilities for further tourism development.
free text keywords: tourism destination; destinační marketing; Hradec Kralove Region; tourism management; tourism development; Královéhradecký kraj; rozvoj cestovního ruchu; destinační management; destinace cestovního ruchu; tourism marketing