The aim of the article is to assess the current image of Poland as a tourist destination from the point of view of the Russians. To achieve the assumed goals, surveys were carried out. Basic statistical indicators such as mean, standard deviation, Pearson similarity index and graphic methods were also used in the study. Russian citizens did not perceive fully Poland as a country attractive for tourists both for themselves and for other European tourists. Their opinion in this regard was more critical than representatives of other nations.

The aim of the paper is to evaluate the development of the Geoeducation Center in Kielce and to define ways and stage of creating its tourist brand. It is a new tourist attraction in the Świętokrzyskie region, which also plays role of informal education. Every year, this object is visited by approximately 40,000. tourists. Research has shown that the Geoeducation Center from the beginning of its operation consistently creates all the elements that make up the brand equity: awareness, perceived quality, associations and loyalty.