Ston as a destination has become increasingly popular on the tourist map. Rich history, culture and economy have enabled him to advance at all levels. Its historical significance that it had through the centuries today has been transformed into a tourist attraction with rich attractions. These are first and foremost walls, salt pans and oysters. Together with their manifestations they represent Ston and are his strengths. Although Ston is recognized as a tourist destination, its potential has not been fully exploited. This is where the branding process begins, which is of great importance for Ston. Branding requires a lot of research and experience, and with sustainability, it is even more demanding. However, sustainable development is the foundation without which one should not engage in branding at all. There are more and more challenges for sustainable development, and the main question that arises is: what is the limit within which tourism in Ston ceases to be sustainable? In addition to the limits of sustainability, it is important to determine the direction in which Ston wants to develop in order to develop a long-term strategy that would serve as the backbone of development.