This paper is aimed to present the effects of increasing revenues generated by tourism industry in the Małopolska region. The traffic of tourists in the region within 2003-2008 were analysed (based on marketing research). The volume of money tourists brought in the voivodship was assessed. Highlighting multifaceted importance of tourism for the economic growth of the region the paper presents the chain of mutually connected economic dependencies and discusses the formula of tourist factor, which is calculated further (based on the information titled ”Household budgets in the Małopolska voivodship”). Finally, the author tried to present the overall results of tourism development in the Małopolska region.