The aim of this paper is to investigate and determine the current state of recognition of the importance of branding Zagreb as a sustainable tourist destination among tourism professionals. The tourist destination is a unique market and tourist spatial unit that offers specific products and services. The brand represents a value system that transforms the usage experience through subjective meanings that the brand represents for consumers, while branding a tourist destination involves creating visitor perception and the destination experience. Given the growing global importance of sustainability in tourism and the potential of Zagreb to stand out on the tourism market, the main goal of the research was to analyze the current situation, identify weaknesses and propose measures that could contribute to the competitiveness of the city and the overall development of sustainable tourism in Zagreb. For the purpose of conducting the research, a quantitative method of online survey was distributed via Facebook. The research results confirm the main hypothesis that tourism professionals recognize the importance of branding Zagreb as a sustainable tourist destination. At the same time, there are significant concerns about the negative impacts on the historical core of the city, excessive use of resources, a lack of information among the local population with a lack of promotion and implementation of sustainable development. It is proposed to develop strategies for improving the existing potential of environmental sustainability, price regulation with reduced living costs, and better information and participation of residents in processes and implementation of sustainable development.