The identity is applied in activities as a resource and marketing instrument (internal or external) in order to obtain the competitive advantage, and in the entities case (ethnic or geographic) with the purpose of increasing trust, self respect and for attracting new investments and tourists. The objective of this paper is elaborating a strategic thinking about the identity marketing at the level of one destination (local, region, etc.) with a certain tourism potential, starting by showing those specific and authentic elements (natural and entropic) which can confer uniqueness and identity.