In the introductory part ofthe study, tourist offer and demand analysis and marketing activities were analyzed. Primary research on perception of Vukovar-Srijem County was conducted on a sample of 400 respondents, residents of Zagreb. The reserach has shown that there is still a strong connection between the perception of the County with the Homeland War and Vukovar. The main attributes of the uniqueness are: Vučedol and Sopot culture, memorial areas relatied to the Homeland War, the life of the Šokci, Ilok basements and wine trammin, the Vinkovci Autumn, the Spačva Forest and river crusinin. As the core of the concept brand are terms: external value and gold. They reflect the uniquness of Vukovar-Srijem County because the speak of and extremly rich history and heritage.