Branding in the hotel industry is the process of creating and managing a recognizable hotel identity in order to attract the target audience and gain a competitive advantage in the market. A brand is more than just a name or a logo. The main goal of the paper is to provide a thorough understanding of the concept of branding in the hotel industry and to investigate its application in the context of the Split-Dalmatia County as a tourist destination. Brand positioning and identity play a key role in attracting tourists and differentiating hotels. The Split -Dalmatia County abounds in beautiful natural beauty, a rich cultural heritage and the coast of the Adriatic Sea, which makes it a popular tourist destination. In such a competitive environment, hotels must carefully consider how they position themselves and what makes their brand identity unique. Empirical analysis has established how effective branding can help hotels increase guest loyalty and achieve long-term success. In addition, branding is important in terms of attracting guests, i.e. the brand can be one of the main reasons for choosing a hotel. Branding enables hotels to stand out, attract a specific target audience and create a recognizable identity. Key aspects of branding include creating a visual identity, quality of service, interior and exterior design, marketing campaigns. In addition to helping hotels attract guests, branding also has a positive impact on the local economy and contributes to improving the destination's image. The most important advantage of hotel branding can be creating proud local communities, supporting local development and improving tourism in the region.