The aim of this article is to show the Jewish heritage of Krakow as a complex tourism product which should be promoted and transmitted to the clients in different ways, depending on the customer profile, his nationality, state of knowledge and attitude to the object (stereotypes, prejudices, perceptions). The tourist office and the city guide have to play an important, intercultural part which also changes depending on the recipient’s type. To show it, an author of the article has presented some practical examples – programs realized by the polish travel adventure office for different target groups on the basis of the same product that is in this case Krakow’s Jewish heritage.