Branding has become an inevitable and key tool for tourist destinations. Given the extremely competitive market, tourist destinations are forced to create strong brands in order to differentiate themselves from the competition and increase market value. With the increasing development and investment in selective forms of tourism, numerous opportunities are opening up for the creation of an attractive tourist offer, so many destinations are choosing to be authentic with the aim of creating positive and unique emotional associations among tourists. However, there are still destinations that have not used their full potential in the branding process, and one of these destinations is precisely the city of Nin. For many years, the city of Nin has been increasingly known as a romantic destination, and its romantic component, recognized by many tourists and locals, is the result of its rich historical, cultural and natural heritage. The goal of this research, which was conducted among domestic and foreign tourists and the local population in Nin, is to determine whether there is a potential to profile the city of Nin as a tourist destination. It is concluded that despite all the predispositions for creating the image of an attractive tourist destination, the full potential remains unused due to the lack of ambition and resources.