This paper reviews recent developments focused on the promotion of geoheritage in the region of Kaczawskie Mountains and Kaczawskie Foothills in the Sudetes, SW Poland. Since ancient volcanic features are of primary interest, the brand name “Land of Extinct Volcanoes” is consistently used in territorial marketing, although geoheritage values cover much wider spectrum of geology and geomorphology. The scientific understanding of Earth history was long realized by restricted academic circles only, but since the 1990s, increasing attempts to develop regional tourist product based on geoheritage have been observed. They intensified in the twenty-first century, with the bottom-up approach evidently taking over, although close, formalized collaboration with scientists is a distinctive feature. The long-term goal of the Local Action Group is to join the UNESCO Global Geopark network and step by step the relevant criteria are being fulfilled. The case of Land of Extinct Volcanoes illustrates the crucial role of local communities and local leaders in the long-term strategy of geoheritage promotion and geotourism development.