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The present paper aims to briefly discuss the potential of Transylvania as a tourist destination. It discusses the region’s tourism offer as part of a larger and more demanding project, that of elaborating a brand of the region. Throughout the past five years the author has carried out and was involved in different researches concerning tourism in Romania (at regional level, concerning Transylvania, or at local level, regarding the County of Cluj). The paper starts with a short presentation of Transylvania’s tourism offer, discusses the place of tourism within the architecture of a destination brand, and concludes with those elements of the tourism offer that are relevant to the region’s visitors, according to the results of the different researches that were carried out.

Keywords: tourism offer, tourism potential, destination, Romania, Transylvania.