Storytelling is a communication tool that we are using in our everyday life, both in personal and bussines environment. We are surrounded by stories in all aspects of life. In this thesis, I will explore the impact of storytelling on city branding. The history of the City of Zagreb is enriched by numerous legends and stories that make its intangible cultural heritage. By retelling and narrating, the story of the city is transmitted and the city becomes recognizable by them, and the intangible cultural heritage of the city is preserved. Research showed that Zagreb's stories and legends are not sufficiently used and represented in communication and with planned communication strategies their potential to position the City of Zagreb as a desirable tourist destination can be used. Through further transmission and storytelling through impressions, the city becomes a desirable destination that encourages tourists to prolong their stay and expand the experience, recommend it farder and visit the city again. It is also an opportunity for the public to be more interested in the rich cultural history of the City of Zagreb and for legends and stories to last. Everything we neglect over time, fades, until it disappears completely; and this applies to stories and legends as well. In the online survey questionnaire that I created, the subject of research was the impact of storytelling on the choice of tourist destinations, the respondents familiarity with the legends and stories of Zagreb and the respondents perception of the legend as an intangible cultural heritage.