In anattempt to establish a unique and recognizable image and brand, in this thesis public opinion of the inhabitants of Imotski was explored. Assuming that by revealing their point of views it will contribute to the development of a branding strategy of this region. Tourism is an important tool for the advancement an dreputation of the city and does not in itself mean much, but it has a strong influence on attracting investors and, by doing so, it can boost the development of other industries. With well developed marketing strategy, a good reputation is built and the results from the work itself will not be missed. In order to achieve the desired result, it is necessary to monitor trends and adjust them to the specific market groups. Investing in developing a marketing strategy increases market power, moves away from the rest of the competition and creates loyalty among tourists. In order to develop the best offer, it is considered that the indigenous population plays a crucial role when it comes to the development of a tourist destination. They are aware of full potential as well as the short comings behind this undiscovered destination. Starting from the opinion of the residents, a clear picture can be created on which advantages to highlight, what disadvantages to minimize, which opportunities to exploit and which threats to isolate in the best possible way all for the purposes of creating the Imotski region as a recognizable tourist destination brand.