The strategic resources of tourism in Latvia are tangible and intangible cultural and natural heritage, which manifests itself not only in the diversity of species, but also in the landscape created by long-lasting interaction between man and nature and other resources. In the last decade, increasing attention has been devoted to the concept of ecosystem services whose economic and social value has not been fully appreciated. The ecosystem services are most often associated with the use of nature, but the use of cultural tourism resources is also closely linked to the ecosystem services. The main objective of the research (2017-2018) was to ascertain: 1) the ways tourism entrepreneurs and tourism information centres of municipalities use the cultural and natural heritage (including ecosystem services) as a tool for tourism product and place marketing; 2) the role of the internationally recognized brand UNESCO in marketing.
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