The subject of this book is the presentation of internal marketing as a key instrument of tourism marketing. The approach of viewing a vacation region as a business is becoming increasingly prominent. The appearance and essence of a region are particularly influenced by its residents and tourism stakeholders. Targeted communication and marketing measures aimed specifically at these groups are intended to enhance their awareness of tourism and the destination. Internal marketing can thus create the foundation for a positive image of the destination and be understood as an essential element of destination management.