The aim of the paper is to identify trends in the development of health and active tourism. In order to meet the above mentioned objective, a method of critical analysis of desk research was implemented, mainly a synthetic analysis of relevant scientific publications and reports. Against the background of globalization, the development of tourism is determined by, among others, demographic, economic and technological factors. The microtrends referring to contemporary consumers are of the utmost importance. The lifestyle significantly reflects the need for pro-health services. Health and active tourism are an antidote against the worries of everyday life. That is why the tourism market needs a profiled product consisting of wellness, with particular emphasis on motor recreation, healthy food and the possibility of establishing/maintaining social and/or family relationships. Creating, refreshing or diversifying such a tourist product is not a simple task. It requires the use of expertise and experience of representatives of science and practitioners, taking into account the tourism potential of a given region/country.

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.