This paper explores the strategies of the Tourist Organization of Vojvodina in branding the region as a tourist destination. The emphasis is placed on identifying and promoting the unique values and attractions that Vojvodina offers, particularly through alternative forms of tourism. Although facing challenges in creating a coherent brand due to the diversity of offerings, the approach of managing a network of brands allows for better connection between individual attractions and the broader identity of the destination. The analysis highlights the need to strengthen the emotional connection between tourists and Vojvodina to foster lasting loyalty and competitive advantage. In conclusion, it is suggested that the branding focus be shifted towards lever aging strong individual brands, especially through events, to enhance the value of the destination brand.