Resumo: Tourism is constantly changing as well as the preferences of travellers, therefore, localities must be creative and innovative in tourist products designed, developed and marketed. The territory that wishes to promote the sustainable use of its resources for the development of tourism must evaluate its potential for this purpose and implement adequate planning. Bahía Blanca is an intermediate city, where congress and convention tourism is developed and has attractions promoted from the municipality, as well as potential resources, it is feasible to be incorporated into the tourist offer by contributing as an alternative for local development.The objective of this paper is to evaluate the tourist potential of Bahía Blanca, through the analysis of the existence of resources, tourist equipment, tourist facilities, infrastructure and market. Methodologically, fieldwork, bibliographic exploration, and the method proposed by the Mexican Ministry of Tourism (2010) was used to evaluate tourism potential. The results show that Bahía Blanca has developed tourist activity as it is located in quadrant IV. However, it would be important to promote tourism initiatives involving all local actors to promote their promotion and development.
