The study presents selected aspects of the marketing activity of local authorities in the context of the development of rural tourism. The results of research are presented with relation to theoretical considerations concerning overall assumptions behind the marketing orientation of a territorial unit and exemplary forms of using marketing to support the development of a tourism subproduct at the commune level. The research was based on a survey conducted in 2010 among 371 inhabitants of the Podkarpackie province. Its aim was to help assess the activity of self-government authorities in promoting rural tourism. The results revealed that the activities promoting rural tourism in the province are limited and they rely on simple and cheap forms of marketing to target markets. The form of promoting the commune which the inhabitants were the most familiar with turned out to be various kinds of printed advertising, e.g. folders, catalogues or printed materials related to special occasions as well as event marketing activities. The natural and cultural values of the countryside of the province are emphasised the most often in promotional messages.