Abstract. Geographical regions, according to some authors, are defined and delimited by criteria that vary from one geographical school to another. These criteria may be: scenic, functional, political-administrative, mental etc. (processed after Cocean cited in Neguţ, 2011, p. 157). They also can be combined according to the objectives/strategies that are elaborated for each branch of the economy: industry, agriculture, tourism, etc. In this regard, from tourism point of view, the region of Banat-Crişana was taken into consideration, that includes the following counties: Caraş-Severin, Timiş, Arad and Bihor. Due to the many land and air border points, it represents the first contact with the tourists coming from the West, with other words “its visiting card… crucial in formulating the first impressions regarding Romania” (Cocean, 2010, p. 201). The presented research aims to highlight the role of the image of the region of Banat-Crişana in building its own brand, by identifying its main tourist attractions and forms of tourism.

Keywords: tourism destination; destination image; regional tourism brand; form of tourism; destination marketing.