Summary:

Warmia and Mazury Region has one of the most identifiable images in Po-land. Very strongly associated with three attributes: a clean environment, beauti-ful nature and the perfect place to relax. The name of the region is almost syn-onymous with the land of lakes and forests.
The paper presents branded tourism products the Warmia and Mazury voivodship and the results of research aimed at: the effect of branded tourism products on the operation of tourist facilities located in rural areas, to examine their impact on natural and cultural landscape and identification and opinion about the element of Warmia and Mazury tourism products.
The results showed that the branded tourist products may be an opportu-nity for rural development of the Warmia and Mazury, but must be correlated with the sustainable development of the region. Currently, branded products do not fully satisfy the expectations of the tourist market.