The presented article is an attempt a portraying selected activity promoting the cultural and natural merits of the voivodeship of Podlasie as well as its tourist attractions. The accession of Poland to the European Union has rendered various promotion undertakings an important instrument in the “battle” waged for the tourist, the investor, and capital. Thanks to its fascinating history as well as its multicultural and multi-creed character the titular voivodeship comprises a specific melting pot of Polish, Ruthenian, Lithuanian, and Sudovian cultural impact, together with permanent traces of the Jewish community and Tartar settlers. A combination of assorted elements of the cultural legacy and the beauty of the landscape serves the purposes of an effective and appealing promotion. The tourist and cultural trails (The Podlasie Stork Trail, The Podlasie Folk Handicrafts Trail, The Podlasie Tartar Trail, and The Land of Open Shutters), multi-media publications (CDs: Wooden architecture monuments in the voivodeship of Podlasie, From a kartacz to a sękacz. Culinary journeys across Podlasie, In ninety days around Podlasie) and mass media events (“The Podlasie Brand of the Year in the categories of location, flavour, and conception”) are devised with the sophisticated tourist – a true lover of historical monuments, landscape, flora and fauna – in mind. Since prime rank in regional promotion is ascribed to the Marshal’s Office of the Voivodeship of Podlasie (Department of Education and Culture, Department of Tourism, and the Voivodeship Promotion Office) I have decided to describe those ventures which are supported, recommended or endorsed by the self-government. The article contains a brief description of particular trails, publications, and events, including the multi-media publications prepared by the Regional Centre for the Study and Documentation of Historical Monuments in Białystok.