At a time when the Internet plays a big role, social networks have become an inevitable communication channel in the life of a modern man. Day by day, technology is progressing and developing, and therefore its use is growing. There is a large number of social networks that offer a lot of information, and this is why constant investments in marketing activities are needed. The connection between social media and tourism is also emphasized, and this is confirmed by the fact that tourists use social networks to initially inform themselves, research and gather information about desired destinations, as well as share mutual experiences with others. In order for a destination to break into the market, it is very important that it is well branded, i.e. advertised and promoted, and social networks help it in this. The ultimate goal of advertising a tourist destination would be to secure a competitive advantage as well as to position yourself well on the market by attracting a larger number of visitors. When talking about the branding and image of the destination, it is important that the information is well and qualitatively placed and that the communication at the destination level is strategically designed. This paper investigates the user's perception of destination branding in which social networks as such played a significant role in their promotion and advertising, where the destination creates its own identity in a way that highlights the characteristics of the destination, i.e. highlights its authenticity. The aim of this paper is to explain in more detail the connection between the brand and the destination and to investigate how social networks influence the brand of a tourist destination, i.e. its promotion and advertising.