In this paper, the emphasis is on researching the impact of the festival on the destination in which it is held. In the first part of the paper, the emphasis is placed on the theoretical treatment of festivals, branding and destinations. Numerous authors speak in favor of the festival, as a special type of event, which is especially related to the destination in which it is held. The influential factors of the festival organization are especially presented, as important elements of the connection between the festival and the destination. The destination, on the other hand, is presented as a living organism that lives and works in the synergy of supply and demand - the local population and guests who come to the destination. Different types of destinations attract different visitors, but their life cycle is generally the same. Branding is a special part of marketing that refers to creating an image, or brand uniqueness. The paper seeks to show how a particular destination can be branded based on a local festival. The practical part of the paper refers to the impact of the festival on the destination on a concrete example of the impact of the Dubrovnik Summer Festival on the destination of Dubrovnik.