Tourism as an economic activity in Croatia contributes the most to GDP growth in the Republic of Croatia (from 14.2% to 16.3%) (Ivandić and Šutalo, 2018). Therefore, it is important to invest in the promotion of Croatian tourism to remain competitive in the global market, but also recognizable as a tourist destination. The Croatian National Tourist Board is in charge of conducting promotional activities that use several promotional tools to improve Croatia's image and position in the global tourism market. In addition to promoting Croatia as a tourist destination, the CNTB consolidates the overall tourist offer of Croatia, organizes and conducts operational market research to promote Croatian tourism, performs general and tourist information activities and more. To successfully brand a destination, close cooperation between the national and county / local tourist boards is needed. All tourist boards have common goals, which are the development and promotion of tourist destinations, ensuring local / regional interests, and connecting local / regional stakeholders in tourism (Janjanin-Krklješ, 2020). This professional thesis analyzes the communication and coordination activities carried out by the Croatian National Tourist Board towards county and city / municipal tourist boards intending to create a recognizable image and a unique brand of Croatia. For branding the country as a destination, it is also important that the entire system of tourist boards carries out activities in a coordinated manner and that they complement each other. This especially refers to the development of products and promotion that are in the function of branding. Therefore, the cooperation of the Croatian Tourist Board with local tourist boards in Croatia will be investigated, how much the existing incentives provided by the CNTB to local tourist boards have been used and whether there are possibilities for improving cooperation.