The paper elaborates on analysis and design of promotional activities for Villa Kostela stone house. When purchasing tourism services, people invest their money into something intangible and they get experiences and adventure rather than products. Consequently, promotion is of crucial importance for successful tourism business, since one needs to attract, inform and arouse interest among as many tourists as possible in a specific destination in tourism to make them use tourism products, which in this case refers to booking of accommodation. The theory segment provides a brief overview of promotion, promotion in tourism and promotional activities. A qualitative research was conducted through four in-depth interviews. The interviews were conducted with luxury house owners and with a travel agent sales representative. In addition to in-depth interviews, the paper provides an example of good practice. The potential of Villa Kostela has been presented, as well as plans and proposals of promotional activities for the future. The conclusion includes final considerations and recommendations for practical work.