Existing advantages of health resort Ladek Zdroj is huge capital for devel-opment of new branches of tourism. Current functioning of system, where the pri-ority has medical tourism, must change its meaning. The type of potential and forecasted trends of healthcare shows that recreational tourism should be main factor determining progress. Its scope covers both agricultural tourism and health resort tourism, where consumer is both person only residing in health re-sort and person utilizing its infrastructure (no matter whether for health regenera-tion or physical rehabilitation. The touristic product should be place identity. The customer should be interested by advantages so that he/she is not only encouraged to arrival but also decides to do it.