The aim of this research work was to review the historical development of tourism in Rovinj as well as the branding of the tourist destination. In addition, the attitudes and perceptions of the local population about the impact of tourism on their lives and on the community were analyzed. Qualitative and quantitative research methods were used in the work, which include a survey conducted among the residents of the city and an in-depth interview with a member of the Rovinj Tourist Board. The survey included city residents of different age groups, genders and levels of education; while the interview provided insight into the strategic aspect of creating the destination's image. The results of the survey showed that the majority of respondents recognize the positive effects of tourism - such as economic growth and the creation of new jobs, but at the same time express concern about the negative consequences. Some of these consequences are excessive tourist traffic and great pressure on infrastructure, along with rising prices and environmental pollution. Opinions were divided regarding the branding of the destination: it is believed that branding increases the attractiveness of the city on the international market, but there was also the fear that life is too focused and adapted to foreign visitors and not to residents. In this way, local needs are ignored and authenticity is lost, which reduces the quality of life in the long run. The conducted research shows the need to find a balance between preserving the uniqueness of the destination and meeting tourist requirements. As a solution, the diversification of the tourist offer and an intense emphasis on the promotion of sustainable forms of tourism are proposed in order to reduce, or at least equalize, the negative impacts and preserve the environment and the authenticity of the destination. In conclusion, sustainable management and strategic branding are key to maintaining Rovinj as an attractive and competitive destination, which will ensure long-term profits.