Tourism is of great importance in the Republic of Croatia. In the world, Croatia is recognized as a country of beautiful nature, sea, islands and rich cultural heritage. On the other hand, many destinations in the Mediterran offers a simillar tourist products as Croatia. Building a strong and powerful brand can help Croatia to strengthen it's competitiveness. Many studies have shown that branding is especially important today in the time of globalization. In order to build a strong, recognizable and positive image, it is necessary to work on communicating all the positive aspects that Croatia has. In this master's thesis, the issue of branding tourism destinations is researched in two parts. In the theoretical part, the destination branding process is defined through seven chapters. It also analyzes Croatia as a tourist destination, the value of its brand and the way in which Croatia is promoted in the world. The second part is the empirical research in which the survey was conducted. In the survey, respondents gave their opinion on the branding of Croatia. After processing the data from the survey, it can be concluded that Croatia has everything necessary for the development of a tourist brand, the citizens of Croatia have a positive opinion about its image, and that the sea and the coast are still dominant products of Croatian tourism. The aim of this master's thesis is to learn how to promote Croatia as a tourist destination. The problem in resarch was to find out how the respondents see the current position of Croatia's tourism brand.