|For successful development of tourism in a region is a necessary condition to learn planning and using management principals. General characteristics of successful planning can be derived from experiences of their application in advanced countries but must be adapted to specific local regional conditions. Since 1989 (after the “Velvet Revolution”), the Czech Republic has become an attractive destination for many tourists from all over the world – it was a new, unknown and not financially demanding area. In the meantime, this trend has changed and Czech Republic has become a common tourist destination, which cannot exploit this competitive advantage any longer. Nowadays, when the differences between individual countries and regions are diminishing, and the main competitive forces are factors, such as image, which create the power of the “brand” of a particular destination. We can find that “the present tourism industry is formed by battle for destination, where the good brand sells”.