Graduation thesis "Adapting promotion to the foreign market" tells how promotional activities are adjusted, what are the specifics of communication encountered, what factors influence international promotion and what is the role of promotional messages. International promotion is carried out with the aim of creating a relationship between producers and consumers, introducing the market to the product or service, increasing sales, creating a reputation and a positive image of the product or company, and encouraging success and sales growth. Promotion in international marketing is viewed through the economic, cultural, social, legal and political environment, and the factors that play the most important role in creating marketing communication are the way of communication, customs, tradition and religion. Analyzing the adaptation of promotion on the example of tourist services shows what the service provider must do in order to be successful and recognized on the international market. Also, it is shown how to optimally and efficiently use the media and shape promotional activities.