Discussion Forum 34 Tourism Review, Vol 62, No 1/2007 At the outset it needs to be pointed out that the authors visited the three components, conducted several interviews and examined available information both from primary re- sources (the Internet, statistical data) and complementary resources (reports and liter- ature). Plainly, one of the purposes of their visits was to assess the capability of creating a destination by euroregional actors. The traditional model destination may be composed of four crucial actors (Fig. 1): 1. business sector 2. non profit sector 3. local administration 4. central administration. The role of particular actors depends on the national structure of tourism. In the Euroregion local administration seems to be the main actor. Cross-border tourism development should be co-ordinated by producers in four stages, consequently: preparation, creation, verification and grat- ification (Fig. 2). One of this processes should be a tourist product. This paper will offer the answer whether such a product exists or not. From the Bug documents it is appar- ent that the Euroregion has set out the fol- lowing priorities: administrative reforms, regional economic development, welfare schemes and ecology. Dr Tomasz Studzieniecki Gdynia Maritime Academy Ul. Morska 81 –87 81 – 225 Gdynia Poland E-Mail: toms@am.gdynia.pl M.Sc. Tomasz Mazurek Biala Podlaska Higher School Ul. Sidorska 95/97 21 -520 Biala Podlaska Poland, E-Mail: keruzamtkd@op.pl As much as any cross-border destination may be an attractive notion, it clearly requires more profound research as both theoretical and practical research seems hardly satisfactory. This paper will attempt to present tourism development of the cross-border region of Bug, consisting of three national components: Polish, Belarusian and Ukrainian. There are both advantages and disad- vantages resulting from the fact that one part of the destination belongs to the European Union (EU) and the other does not. The authors analyse the potential of the Euroregion and present main actors responsible for the destina- tion development. Based on both desk and field research, special attention is given to the model of tourism organisation. The theory of tourism transformation is carefully scrutinised. One can distinguish 4 stages of this process, namely: preparation, creation, verification, gratification (Studzieniecki 2000, p127). How to promote a Cross-Border Region as a Tourism Destination – The Case Study of the Bug Euroregion TOMASZ STUDZIENIECKI & TOMASZ MAZUREK Abstract 1 Introduction Figure 1: The main actors creating destination Source: own concept based on (Studzieniecki 2000, p80)