This graduate thesis presents the possibility of branding Hercegovina as a tourist destination. The researching of this issue has begun in order to show what constitutes a rich Herzegovinian identity and, also, which forms of tourism are used well, due to the fact that this region may become even more familiar, if a good strategy is used. Part of the research involved promotion, as one of the important elements in creating a recognizable brand. The research covered the tourist offer during the summer and winter months, along with other forms of tourism, with a goal of attracting of the end users – tourists. The methods that were used in this graduate thesis are the desk method, the method of analysis of media texts and the surveys. The survey research has provided the concrete data on the use and development of tourism potential. Herzegovina is the most popular in the terms of tourism by Medjugorje, i.e. by religious tourism. This region has a great potential for development of other forms of tourism as well. The Adriatic Sea opens up great opportunities for the development of summer tourism, while snowy winter and several ski resorts attract tourists to Herzegovina during the winter months. Also, the cultural and historical heritage, tradition and gastronomy, as well as the various natural resources present conditions that provide the possibility of developing some other forms of tourism. By investing in the development of cultural and sports facilities, events and manifestations of various contents for young people etc., Herzegovina can become the recognizable tourist destination, which will attract old and new tourists every year. That what plays the major role is the promotion of everything listed above, which in the present world has great significance and the ability to attract tourists. It is necessary to analyze the current situation, to create a detailed strategy with clearly defined steps and goals; it is also necessary to include experts from different areas, in order to achieve the set goals.