Year after year, tourism emerges as one of the most important economic branches in the Republic of Croatia, whose revenues make up a very large share of the GDP. That fact is the reason why the amount of attention paid to it by the authorities, but also by experts and ordinary people and entrepreneurs, should not be surprising. The goal of every tourist place - city, island, county, etc. is to become a popular tourist destination. Becoming a tourist destination is a very demanding job, as well as managing it and ensuring its development, in which many stakeholders participate - from the local population, through the state government, to experts and tourists whose wishes create the tourist offer. Destination management ensures quality cooperation between all stakeholders of the tourist destination in order to optimize the chances for progress and success. One of the key roles in the development of a tourist destination is played by destination marketing whose main goals is to create a positive image, i.e. the brand of the tourist destination. In the process of building the brand of a tourist destination there are various marketing tools which are used to improve the brand, such as social networks, brochures, etc., and storytelling is one of the key ones. Storytelling as a marketing tool has gained popularity because it uses a story as a way to connect with potential tourists. Through all of our lives we are surrounded by stories and through them we gain new experiences, and experience is exactly what modern tourists are looking for and the reason why more and more tourist destinations use storytelling in their branding. One of these destinations is the island of Korčula, which is slowly introducing certain forms of storytelling in its branding, and which will be considered in this paper with the purpose of exemplifying the theoretical basis of storytelling.