The subject of this paper is to explore the importance of knowing local culture for the purpose of branding in tourism. This issue is being explored because of the increasing awareness of knowledge of local culture whose importance has been particularly emphasized recently as one of the key factors for motivating tourists to choose a particular destination. The incentive for joining local culture and tourism stems from new tourist preferences, and today it is an experience that can only be transmitted through the authenticity of local culture. More recently, the concepts are very closely related because understanding and knowing local culture can influence the development strategy and the application of specific methods in the successful branding of Croatia or the Croatian tourist product. In this paper, tourism is considered a phenomenon that can be seen as a form of intercultural communication. The reason is that tourism increasingly involves tourists individually in the tourism process, and thus generating its emotions and exchanging values, and the foundation of the whole process is trust among people. With that in mind, comparable examples of good practice of direct Mediterranean competitors in Croatia have been analyzed, namely Greece as the nearest competitor, and Spain. This work seeks to emphasize the importance of the experience that can be seen with the emphasis on the atmosphere, the story telling process and the acquisition of loyal guests, who will pass on their experiences to other, oral or social media that take on ever greater part of every individual's life became part of the life of every individual and his "oral" surrender. This paper highlights the fact that tourist destinations should enable tourists to be more than observers and become the real participants of their journey by establishing social contact with the local population. Therefore, the paper also analyzes the role of local culture and the local community in the development of tourism and in the construction of the interior. The importance of local community education in brand communication is also highlighted, and the importance of local identity and authenticity in creating the image of a tourism product, which ultimately contributes to a better position on the tourist market and ultimately the extension of the tourist season. Quantitative and qualitative research-research methods, benchmarking analysis and interview methods were selected to prove the hypothesis of the work, which was further confirmed by the results of the research. In addition to this, the methods of analysis and synthesis, concretization and definition of deduction are used in this paper, so that the practical part of the work is supported by theoretical.