The aim of the paper is to present the city of Pula as a tourist destination and their way of developing the tourism of the city, to explore what Pula has to offer, products and services that the city offers to its tourists, but also to discover strategies by which they reach tourists and the way in which they create a brand, i.e. to show the entire process which a tourist destination must pass in order for the tourist to be satisfied. The paper contains a theoretical framework based on literature relevant to the topic of the paper. The literature used consists of scientific articles that dealt with the field of tourism, marketing, branding and the overall business of tourist destinations, as well as internet sources, a series of textbooks and books related to the field of tourism and business. The first part of the paper refers to the general types of tourism in the world, but also the types of tourism that tourist destination Pula deals with and what products and services they offer. Part of the work is dedicated to marketing strategies used by tourist destinations to attract tourists, i.e. it studies through which channels, marketing messages and tactics the city of Pula is trying to create a recognizable brand in the world. The visual identity of Pula is explained, and therefore the key elements needed to create it. The paper also emphasizes the development of sustainable tourism, which has received a lot of attention in recent years, as well as the preservation of cultural heritage, which is necessary in order to protect cultural landmarks by means of protection measures. For each step in the process, it is necessary to hear the opinion of the local community, so the paper mentions its influence on the complete creation and development of Pula as a tourist destination that will also remain a pleasant city to live in.