The tourist product is the final result of the work of organizations in tourism. As a final product, it is very important that it is placed on the market and that it finds its place on the market. For this reason, the marketing mix is included, which uses its components to shape the space where the product will be marketed, using its own methods. The most important thing for that is promotion. Promotion alone is not enough it is necessary to systematically research all elements in the environment. Promoting a tourist product is a big challenge for marketing experts because the very concept of a tourist product is problematic, a tourist product can be an individual service in a destination, and the destination itself can be viewed as a tourist product. The main goal of promotion is to create a concept in the minds of consumers, and in this way to have an economic effect on the economy. As an example, the subject of the promotion of the city of Šibenik and the activities of the local tourist board, communication with the broadcasting market, in order to promote the city as a destination, were covered.