Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently, there can be noted increased interest in the forms of communication of the region, which not only focus attention but they are of some form of entertainment for recipients, they arouse positive emotions and associations. The objective of the paper is the indication of the new and innovative forms of communication that thanks to the commitment and arouse for authentic emotions build a positive brand image of the region and activate the groups of recipients. Urban Games utilize the space of the region, making it a board game in which participants solve the tasks assigned to them. Questing is understood as tourism with puzzles, search for clues for solving puzzles. Both of these forms are aimed at developing a sense of identity, at image creation of a given region, at indication of the unique places, at entertainment and discovering the secrets of the region. These are interesting forms of communication of a region. They have educational value; they are based on the principle of „learning through play”, which combine in an unconventional way practical skills with theoretical knowledge of players. They are addressed mainly to tourists and residents. The paper presents examples of such activities.