By conducting two online surveys and five in-depth interviews, this paper tried to prove whether a small place like Lobor can be branded and positioned on the map of tourist destinations in Croatia by creating the right strategy. The aim of this work was to check to what extent the local population recognizes Lobor as a tourist destination and how they see the future of their region in the context of tourism. The ultimate goal is to check the current situation and see what needs to be kept and what needs to be added in order to make this place an attractive and sustainable destination that offers different activities suitable for all generations. The research part provides evidence that Lobor has developed segments of religious and educational tourism and solid events, one of which has an international character. Also, a strong potential for further development of tourism was observed with the addition of new content, gastronomic offer and achieving better visibility using social networks and media. In the paper, terms related to branding and contemporary tourists are defined and the specifics of Lobor are presented, therefore, it is important to keep in mind that modern consumers demand an authentic experience. The cultural, archaeological and social heritage of Lobor lays a solid foundation for the development of tourism, but additional investments are needed in the tourist offer and the education of employees.