This final paper focused on exploring the history and cultural heritage of the contemporary historical region of Poljica, with the aim of gaining a better understanding of its tourism appeal and identity, as well as analyzing the current state of tourism in the region. The paper examined how branding concepts and marketing strategies can be applied in tourism, with a particular emphasis on creating a recognizable tourism brand for Poljica. The key elements of branding and marketing strategy were defined conceptually, establishing a foundation for further analysis of the research problem. The analysis considered the existing tourism offerings of Poljica, as well as potential opportunities for their further development. Special attention was given to identifying ways in which marketing strategies could enhance the tourism offering and contribute to creating new economic opportunities for the local population. Based on the conducted research and analysis, a model was proposed for creating and strengthening a recognizable tourism brand for the Poljica region, with the aim of increasing its attractiveness and competitiveness in the tourism market. The results of this study provide guidelines for future development activities and suggest the importance of a coordinated and strategic approach to positioning Poljica as a unique tourism destination.