The aim of the study was to identify and present the set of activities undertaken to develop an innovative offer of medical treatments by the health resorts facilities Mineral Hotel Malinowy Raj with Baseny Mineralne (mineral pools) situated in a health resort Solec-Zdrój in the świętokrzyskie voivodeship. The research covered the years 2012-2017 and was based on an analysis of the current offers of the selected facilities and of the revitalisation programme for the gmina as well as on the observations and field inspection. It has shown that the resort is becoming multi-functional, offering various options for health improvement, leisure and relax, and developing innovative medical and tourist functions, the latter including sports and well-being. Inevitably, all these changes have their impact on the economic situation of Solec-Zdrój.

The purpose of the chapter is to verify the hypothesis that Świętokrzyskie Region can build its regional brand and competitive advantage based on the geotourism product. The following research questions were set: how the geological resources have been used to tourism product, has the brand sufficient product which supports the expected identity, is the tourism infrastructure coherent with core of the product. Content analysis (scientific literature, planning documents, websites, guide books) and observations during the field visits (11 days) have been used as research method. The above hypothesis has been fully confirmed; resources and interpretation infrastructure are strong enough to recognize that regional geotourism product already exists. More, it is unique on a national scale and therefore has competitive advantage. It is sufficient base to build its brand; first addressed to special interests tourists, second to attract general oriented clients but it will need considering to include industrial tourism components.

Consumer experiences as a driver of contemporary brand and marketing management are taken up nowadays by many researchers and academics. It’s merely compelled by bored with generic products and services consumers who much more than ever look for intensive, personalized experiences. However, there is a significant gap in knowledge how to transfer these global changes to the needs of effective tourist product management. The article presents a brand-new approach called ‘the experience key’ for discovering, grouping and converting common, dedicated to a certain destination customers experiences into clear and desirable tourist offer with meaningful competitive impact. One of most important advantages of the methodology is its simplicity and ease-of-use for any professionals involved in destination product management by using well-know research methods and apparent applicability into the process of building and selling tourist offer of a place. The Experience Key can be regarded as a missing link between theoretical considerations led by academics and expectations of tourism industry representatives in the context of applying customer experience to place brand and product management.