The project Photography Tours (Adriatic2Alps Photography Tours) is establishing a specialised tourist product intended for tourists and lovers of quality photography. The tours are guided by experienced photographers/guides who know the destinations well and can bring guests to the right place at the right time for a good photograph. The photographers/guides are also always available for photography advice and tricks. The criterion for selecting the itinerary is not the general tourist attractiveness of a destination, but its suitability for creating quality photographs from the technical and aesthetic point of view. In other words, the product is promoting »non-mass« boutique tourism with high added value and stimulating the economy of local communities. The participants of Photography Tours may visit Slovenia for a longer period than an average tourist; moreover, they will get to know the land and promote it with their photographs.