This work focusses on gastronomy as a driver of Istrian tourist offer. It is noticeable that the sun and the sea are the main reasons for visiting Croatia (Istria), while gastronomy is a less common motivation. Recent research has shown that the gastronomy segment is growing from year to year and that tourists expect a richer offer from the destination. Tourist agencies and destinations are aware of the importance of gastronomy which enriches touristic offer, but also facilitates local, regional and national economic development. The cohesion of gastronomy and tourism is unquestionable, and each tourist destination should have a characteristic food offer. Croatian gastronomy has been impacted by neighbouring countries for decades, so it has elements of various cuisines which dominated our region at certain points of time. Istria, as the most visited region of Croatia, takes the branding of gastronomic offer seriously, and wants to become recognisable in the Mediterranean. Its high-quality wines and authentic food known globally stand out and they are becoming crucial in the process of generating tourist demand. With such characteristics Istria has a solid base, segmentation and potential for branding as a gastronomic destination in contrast to the concept of a “sun and sea destination“. Data for this final thesis were collected through the official websites, professional literature and a questionnaire directed to certain restaurants in Istria. The research has shown that Istria has the potential to become a gastronomic destination and that it bases its tourist offer on gastronomy. However, what is required is a synergy of certain stakeholders and a large-scale promotion in order for it to realise its potential and become recognisable on the market.