Nowadays tourism is a mass phenomenon and the „new normal“ in the lives of the vast majority of people. A tourist destination is an attractive location that offers tourists numerous facilities that are necessary to satisfy the needs and wishes of tourists. For a tourist destination to achieve business success, it is necessary to devote time to developing marketing, i.e. to carry out all the necessary activities to achieve a competitive advantage over other destinations and gain the trust of tourists, which would ultimately be reflected in the image of the destination. A tourist destination must constantly improve the promotional activities that are carried out to be in line with the times we live in today, today’s new rapidly developing technology, and all the more demanding wishes and needs of potential tourists. All factors that influence the destination image are becoming more and more important because the competition in the international tourism market is increasing. Tourist demand is increasing every year, and thus the competition is increasing, which requires finding new ways of attracting tourist destinations. According to various scientific research, it has been proven that the image of the destination is increasingly important, i.e. one of the key factors in the choice of a certain destination. One of the essential components that affect the destination’s image is its authenticity, without which the destination has no recognition among many competitors. This paper aims to investigate the image and authenticity of the destination Saalbach-Hinterglemm and to evaluate whether the marketing promises match the reality when visiting the destination. The results obtained from the research show that in this case the marketing promises, the image of the selected tourist destination, and the authenticity of the destination really take place as they are presented.