In today's globalized world, leisure tourism is an important economic factor for many regions, and the number of travelers increases every year. Since the destination market in an increasingly internationalized world offers a plethora of options and competition is high, travelers can choose from a wide range of places to visit. At the same time, destination selection has become an important lifestyle indicator, reflecting the visitors' motivations and self-image. The challenge every destination faces is to convince potential tourists that the experience at the destination will satisfy their motivations and provide them with the benefits sought. Thus, there is a need to credibly communicate what the destination stands for. This can be achieved through branding. How a destination is perceived by non-visitors and actual tourists constitutes an important indicator for its marketing strategy.