The given paper is dedicated to the determination of the theoretical aspects of the destination branding as a driving force behind the development of tourism industry at a particular destination. The notion of the term “tourist destination” is considered by authors. It is proved that the implementation of tourist facilities traditionally result in an increasing interest of a tourist destination. Considerable attention is given to the analysis of the role of branding in the development of any geographical location. It is suggested by authors that nowadays many tourists traditionally choose a particular destination according to the total amount of the existing attractions it has to offer. By the way, it is defined that a strong, unique image is the essence of destination positioning for its ability to distinguish a particular tourist destination from competitors to get into the consumers’ minds, which simplify information continuously. The results confirm that branding allows destinations to show the main strengths, as well as to send clear messages to the potential consumers and to attract the investors in the tourism industry. Finally, it is noted that branding plays an important role in the development of tourist destinations, because the power of it is in making people aware of the particular destination and then linking desirable associations.