The topic of this thesis is "Destination branding: Pelješac peninsula as an eno-gastro destination" relying on the perception of visitors who have already visited Pelješac. The aim of this paper is to investigate and determine the current perception of tourists, whether additional investment in eno-gastronomic offer and marketing can enrich the tourist offer which will achieve greater recognition of the whole region, and consequently all other benefits of tourism development. The purpose of this paper, after explaining the importance of branding tourist destinations and analyzing the current situation in tourism in Pelješac as a tourist destination, is to see how it could be branded as an eno-gastro destination. A tourist destination is a spatially determined entity that offers certain tourist products and services in its area, and an eno-gastro destination has a special focus on the production and enjoyment of wine and local food whose primary products and services are the unique characteristic products of that destination later presented in the global market. The brand is the added value of the product. Destination branding is much more compositive and complex than a regular product branding, because it includes the perception of tourists and the experience of a tourist destination. Branded tourist destinations are often more competitive on the market. According to the results of the research, the main hypothesis of the work was proved that Pelješac is still recognized as a destination of the sun and the sea, and that it is still the dominant product for visitors. Sub-hypotheses were confirmed according to which tourists did not recognize all possibilities, products and services offered by the destination, tourists do not recognize Pelješac as a destination of eno-gastro tourism, because they are not sufficiently familiar with the offer, opportunities and gastronomy are still a secondary reason of visiting. Insignificant in relation to the greatest "trump cards" like the sun, the sea and untouched natural beauty. The presented SWOT analysis and 7P marketing mix can contribute to further destination branding, which should be related to other steps in the process of managing the development of tourism.