This paper reports the results of a study of the role of North Vidzeme biosphere reserve (Latvia) image marketing/signage to stimulate attention in building young visitors’ intention to visit the biosphere reserve (target audience 15-25 years old youth). An online survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings show that most respondents agree that visiting biosphere reserves relieves stress, helps to socialize and escape from their daily routine as well as to visit protected areas more often if they would see their friends visiting as well. Youth 15-19 years old were more excited, joyful and astonished about visiting a biosphere reserve, but youth 20-25 years old were more neutral in their perceptions. Both groups agreed that there was a lack of advertisements and visibility of area.