The final thesis deals with the branding of the Plitvice Lakes, Brijuni, Triglav and Cinque Terre national parks and investigates the importance of brand recognition. Brand is accumulation of emotional and functional associations. It gives particular information about the organization, good service, differentiating it from others in marketplace. People travel for many different reasons and travel and tourism industry about far more than providing holidays for people; the choice of tourism destination is determined by the brand value of each potential tourism destination, and this is a result of the consideration of the merits and attractions of the various options. Based on the analysis conveyed in the thesis, it can be concluded with great certainty that Croatian national parks are one of the top tourist destinations Europe. Best Price Quality Ratio is important parameter for every tourist and the tourist experience is a core indicator of destination managment for the comprehensive evaluation of destination valude. Also, social media enables people to sahre the most significant memories from their travels with a vast audience. Croatian national parks have one more advantage over European national parks – informative and interersting website that inspire and entice travelers. Also, seasonality is a phenomen that significanty impacts the tourism industry; limited divercity in destiantion offers contribute to seasonal patterns in visitations, There are variety of tourism trends that are based on changes in consumer behaviour, like the wellness tourism, growth of contatless technology, outdoor tourism, pet friendy accommodation, luxury accommodation.