The study analyzes the solar energy utilization as a new element of the tourist area in the “Zielawa Valley tourist area”counties. The appearance of instalations for renewable energy generation on resdential housign and public buildings influences the reputation of a county and the region creating an image of localityabdpromotes an areas a special type of quality certificate. The discussions stresses the key role of human capital (an endogenous resource) in the implementation of innovative solutions (including renewable energy generation) in a county. In additoin, the importance of local governments in initiating innovations is discussed because their competencies and abilities determine the extent to which the development barriers are conquered, and whether all local resources are utilized (both human capital and natural resources) including those associated with alternative energy development within the context of creating a tourist area.