Local governments recognize the need to create the desired image of their region and, hence, their search for lasting factors distinguishing the regional identity. Cultural heritage has been identified as such in surveys conducted in the Polish towns. This article evaluates the potential of using cultural identity in creating the region’s image. The regional culinary heritage, a component of cultural heritage, is a specific attribute which establishes the basis required for a desired regional image. Regional governments should include culinary heritage promotion in their development strategy and undertake appropriate measures in this regard. The study presents results of a pilot survey conducted in 16 voivodships in Poland.