The paper examines the factors influencing visitors' preferences in the mountainous area of Nafpaktia, Greece and the implications for an advertising communication programme. The study is a survey and 500 respondents filled in a questionnaire. It describes visitors' characteristics, the research and the estimation of the number of visitors of the area, the description of the reasons of visiting the area, the duration of their stay and the research and analysis of their needs and expectations. The empirical work succeeds in making a theoretical and practical contribution to the way sustainable development presented for Nafpaktia, Greece can consist of a typical recourse for mountainous disadvantageous areas of the Mediterranean. Tourism management in mountainous regions may concentrate on the ways of attracting the visitors and mainly on accessibility, tourism infrastructure, preservation of natural beauty contrary to the hypothesis made that informative advertising promotional material locally, nationally and internationally is a necessity.