The paper deals with the problem of tourists' perception of the city of Dubrovnik about the importance of the Folk Ensemble "Linđo" as a domestic brand in promoting intercultural communication. The paper shows the role of culture itself, how cultural tourism was implemented in the tourism of the city of Dubrovnik, and then the Folklore Ensemble "Linđo" whose basic mission and vision is the preservation, presentation, and promotion of cultural intangible heritage, i.e. traditional dances and songs. Also, in addition to "Linđo", numerous other ensembles of traditional dances and songs, both in Croatia and in Europe, are listed and described to show the importance and ways of communication exchange that takes place through different cultural forms, and lead us to dance as of communicative expression in culture. The paper systematically presents the historical development of the "Linđo" Folklore Ensemble, all its activities, as well as its international visibility. Also, it deals with the topic and process of its desirable branding. Finally, a survey was conducted to investigate the opinion of Dubrovnik tourists about the importance of the "Linđo" Folklore Ensemble, traditional ensembles in general, the very visibility of the "Linđo" Folklore Ensemble, its work and activities. The research determined that Linđo is a desirable brand of the city of Dubrovnik because its work and activities contribute not only to the preservation of traditional values but also to the promotion of the city of Dubrovnik and its surroundings as a desirable tourist destination.