The paper shows how the branding,as a process that identifies destinations and allowstourists to make a good choice between differentalternatives, fits into the contemporary marketingconcept. Movement of people and their urge totravel are biological needs which offer relaxationto tourists and result in greater cultural knowledge.Tourism is also reflected as social politics, throughthe benefits for employees. Tourism is ofimportance and branding makes it more expressed,because it is the brand through which numerousmarketing activities are coordinated, in order tobuild value and meet the expectations of tourists.Branding in tourism is a dynamic category that isin constant evolution, which requires better brandmanagement and strengthening and revitalizationof the brand.