Tato bakalářská práce se zabývá využitím turistického potenciálu v provincii Gelderland. Jedná se o největší nizozemskou provincii, kterou však zahraniční turisté takřka nenavštěvují. Naopak z hlediska domácího cestovního ruchu je to provincie číslo jedna. Nachází se zde mnoho zajímavých pamětihodností, muzeí, zoologických zahrad a hlavně krásná příroda, a té v Nizozemsku není nazbyt. Gelderland může konkurovat ostatním provinciím a stát se turisticky vyhledávaným místem i pro zahraniční turisty, pokud bude více spolupracovat s ostatními provinciemi, a také pokud se bude například podílet na zahraničních kongresech cestovního ruchu. V práci je uvedeno, jak by se provincie mohla dále posouvat dopředu na trhu cestovního ruchu. Důraz je zde kladen na potřeby návštěvníků z České Republiky, avšak je to s obměnami aplikovatelné i na jiné segmenty. Práce obsahuje také možnosti dalšího vývoje této provincie a dává tak návod jak lépe profitovat.My bachelor thesis deals with the possibilities how to take advantage of the tourist potential in the Dutch province of Gelderland. For better promotion it is necessary to have a good marketing strategy. In tourism there is the so-called "8P" marketing mix through which I tried to increase the number of visitors mainly from the Czech Republic. Therefore, I created three fictitious tours which are designed for different target segments. I chose the target segment according to the different criteria, for example according to the demographic, social, economic and psychological point of view. The first tour is for example intended to the beer-lovers. The second tour is aimed at couples who like to spend their free time in nature and seek out the nudist beach. The third tour offers leisure activities for families with children. For example, a visit to the zoo, the dolphinarium and the museums under the open sky, where it is shown what it looked like before in the Netherlands. Costing is included in all the three tours. Furthermore, I suggested various ways of promotion for each tour. While creating my fictitious tours I put the emphasis on the requirements of Czech customers and also focused on following the modern trends in tourism. To achieve an implementation of these activities I also assessed the position of the province of Gelderland in the market and identified its weaknesses and strengths. Stated possible opportunities also show from what the province can profit. On the contrary, I also mentioned the possible threats that could do any harm to the province. According to me, the province of Gelderland is competitive to the other Dutch provinces. Therefore, it should be invested even more in tourism. The province should also work more closely with other provinces and participate more fully in the congresses tourism, and especially on those which are carried out abroad.