This text is a case study on Gibara, one of the municipalities of the Holguín province of Cuba, with numerous and attractive resources insufficiently exploited. From a theoretical point of view, it relies on the Tourism Marketing as an indispensable option to achieve high levels of consumer preference and aims to design the commercial promotion mix for Gibara as a tourist municipality. Within the research, logical procedures of scientific knowledge, structural systemic theoretical approach, empirical methods related to psychosocial information-search tools and modelling were used as a theoretical method. As a result, the methodological proposal for the design of the mixture was obtained and the design of two of its instruments was implemented in practice: the Advertising Programme and the Public Relations Programme. This study could be taxed on the growth of the territory as a destination, but could also be applicable to other localities with potential for the development of tourism.