In the vast majority of cases, the destination is the sole reason for travel. Specific characteristics of a destination, it's attractiveness, special offers of the destination, services, images, prices and accessibility are just some of the factors according to which tourists choose a certain destination for their trip. All these elements make up the overall offer of a destination, but profit, or more precisely the number of guests or tourists, is the key element. And in order to attract tourists to visit a certain destination, along with basic information about that destination, it is necessary to provide a reason why the tourist should choose that particular destination. The choice of a holiday destination depends on a tourists preferences and expectations. In recent years, tourist demand is much different and more diverse than it was a few decades ago. And not only that, due to the popularization of travel and many new behavior habits of tourists, their demands are numerically greater. Therefore, I will explain everything that affects tourism, it's construction, branding and maintenance, how a tourist destination is branded, also I will describe all of the types and forms of tourism, as well as the modern relationship between tourists and tourist destinations, which today requires much more than ever before. Also I will explain how a tourist ultimately chooses a tourist destination for his trip and why Paris and London are not only one of the most interesting cities in Europe, but also the most desirable and successful tourist destinations.