As a good quality tourist promotion can no longer be based on the sea and the sun, the tourist promotion today is increasingly expanding and turning into the gastronomic offer. Istria is a region known for its good gastronomy, so we are interested in if it's also recognized among tourists who visit Istria every year. Gastronomy as an important segment of Croatian tourism is gaining in it's importance and is becoming an increasingly common motive for coming to Istria. This thesis analyzes the theoretical and practical aspects of branding Istria through gastronomy. The first part of the thesis gives us a theoretical presenatation of the brand and branding tourist destinations. We explained what is a tourist destination, how do we divide it and how is it managed. In this thesis image, identity and positioning of tourist destinations are conceptually defined. We also presented main information about Istria and explained the phenomenon of gastrotourism and its connection with Istria. The second part of the thesis is a practical part based on research conducted among domestic and foreign populations. The research was conducted with a questionnaire whose main goal is to find out the attitudes and perceptions of tourist about gastronomy in Istria and whether it affects the arrival of tourists in Istria.