THE ART OF TOURISM MARKETING AS A WAY TO A SUSTAINABLE RESTART AFTER THE PANDEMIC.

The paper’s primary goal is to point out tourism development options through a solitary element with the potential of photogenicity and aesthetics, which can complement other tourism offer and point out the positive and negative effects of applying such an element in the complex of tourism. The analytical part of the work describes and evaluates the impacts of the installation of a work of art called Súľovská visual pyramid, which managed to increase the number of visitors to the particular site by about 250% in five years – but was also - based on negative experiences of local people - disassembled. Based on this experience, we argue that development through the arts can also be unsustainable if possible negative externalities are not considered in advance in planning and management. [ABSTRACT FROM AUTHOR]