Abstract: The scope of this paper is to approach creativity in conceptualization, designing and marketing of tourist products.
Special attention is paid to the relation “Tourist potential of a region – tourist attractors – tourist products/brands – tourist products/brands marketing”.
Consequently, we have presented certain models of a creative process, namely the tourist product’s superstructure, structure, infrastructure and infostructure. They are regarded as objects of creative ideas, insights and visual models of tourist products. Special attention is also paid to the integration of tourist products in so called integrats. The creative marketing process of original tourist products is also structured.
Attention is also paid to possible approaches for integral usage of the Danube river tourist potential. Concrete tourist products/brands which could increase the attractiveness of the region are presented. One of them is the Bulgarian Danubian coast.