The strength of spirit and the ability of an individual to act in front of the masses in a way that, without the method of coercion, imposes his beliefs on it is what separates the leader from his followers and the rest of passive society. Such a person is always, at least, one step ahead of others by dictating change within the existing system. The subject of this thesis and examples of agents of these changes are Catalan artists from several different fields - Antoni Gaudí and Salvador Dalí, of which the most important disciplines are architecture, i.e. painting, which created a new regional and national identity at the level of world-renowned tourism brand. The primary purpose of the thesis is related to the research, processing and analysis of existing secondary and primary data obtained by conducting appropriate research, while its goal is to determine the correlation between these data. Given the structure of the thesis which, in addition to the theoretical, also consists of an empirical part, the methodology used thus corresponds to the survey questionnaire as a tool in the formation of research. The default survey was conducted on a sample of two hundred and forty-two respondents of different age and status groups. Digital media and social networks were used as primary tools to collect the necessary data and to a lesser extent also face to face method.