In this thesis, a theoretical explanation of the tourist destination has been elaborated through three approaches, defining the tourist destination using system theory, defining the tourist destination as a market and defining the tourist destination as a tourist product, while the destination is most often described using the system theory. Then, through a theoretical explanation, the principles and characteristics of tourist destination planning at different territorial levels and different areas were described, since each area is unique and has its own specific offer. After establishing the theoretical framework, all concepts were applied to the region of Western Herzegovina. The area is known for its natural beauty, favourable climate, year-round tourism and a diverse and high-quality tourism offer. The region attracts a significant number of tourists throughout the year who utilize the services it provides. However, despite these strengths, the area is poorly connected by transportation and its full potential remains underutilized. The next phase of developing Western Herzegovina as a tourist destination should focus on investing in infrastructure, expanding tourism offerings, and enhancing promotion and marketing efforts.