This paper explores the identity determinants of Međimurje County in order to contribute to developing the branding strategy of Međimurje County as a tourist destination. The local population is a very important factor in tourist destination development, because if the overall strategy does not reflect something fundamentally true about the destination, it is very unlikely that the local population will believe in I tor support it, let alone the rest of the world. Therefore, an online survey was conducted with the aim of establishing the identity of the County and researching the attitudes of the local population towards the development of tourism. Tourism is a complex activity that changes the environment in which it develops and also that environment affects it back. It’s important, therefore, to take into account the opinion of the local population to whom this environment is a living space, as opposed to tourists who see it as a holiday destination. The people of Međimurje encourage the development of tourism and believe that this is a good direction for the County, although they are not satisfied with the tourist offer at the moment. The first association and the strong distinguishing advantage and uniqueness of Međimurje is the beauty of its landscape. Although nowadays Međimurje is not recognized in Europe and the region as a destination, the people of Međimurje are convinced that there is a lot of potentials for it to become so in the near future.