Topic of this diploma thesis is "Branding tourist destination" in Istria. The main objective of this paper is examinate and determinate what is the current perception of Istria by tourists, and which elements of touristic offer could be improved, which will achieve greater visibility, and consequently all the other benefits of tourism development. Purpose of this paper is after explanations of the importance of branding tourist destinations and analysis of the current situation in the Istrian tourism as a destination, consider the way in which it branded as a tourist destination. Tourist destination is a spatially defined entity that in its area offers specific touristic products and services. These product and services are an unique product, typical for tourist destination which are used for representing it in the tourism market. Brand represents the added value of products. Branding tourist destinations is much more complex and complicated than an ordinary product branding because tourist destination includes relations and the perception of tourists and how they experience it. Branded tourist destinations often are more competitive in the market. According to the research it is proved the main hypothesis of paper that destination Istra is still recognized as a destination of sun and sea, and this is still the dominant tourist product of Istria. Confirmed are also placed sub-hypotheses to which tourists are not recognized all tourism products and services that destination has to offer, visitors are not recognized Istria as a destination for active tourism, they are still not sufficiently familiar with the festival and cultural events in Istria and most of the tourists are still coming from the area of central Europe, our strongest markets. This analysis can contribute to the creation of the foundation and further branding of tourist destinations that should be linked with the other steps in the process of tourism development.