The paper addresses the issue of the use of culture as an input into induced image formation by NTOs. It shows the potential dimensions of such input as far as tourism offering, identity and creative communication are considered. All dimensions are further elaborated and the findings applied to content analysis of official websites of Poland, the Czech Republic and Slovakia NTOs. The outcome of the analysis reveals that they promote traditional built heritage, only occasionally some examples of arts or creative industries input can be traced. The presentation of the offer is also rather conventional. Only the Czech Republic may be seen as destination that positions itself through rich cultural themes, intangible heritage including.