The subject of research of this paper, the tourist destination identity and image as a determinant of sustainable development, have become an important factor in the development and improvement of tourist destinations at the global level. The identity and image of a tourist destination is the best indicator of the level at which the destination is located, how recognizable it is on the tourist market, and whether it meets the demand. What has become necessary for further development and planning of new goals for a tourist destination is to introduce management of the development of that destination based on sustainable development. Managing sustainable development is important precisely because of the protection of the most sensitive resources of the destination, which are all natural and cultural resources, which are the basis of the identity of a destination. Protecting natural and cultural resources would protect today's population, improve socio-economic living conditions, and protect those same resources for future generations. Only by involving all stakeholders of one destination is it possible to apply effective management of sustainable development of the destination, where the tourist himself will be more loyal to the destination. The loss of destinations' identity is a sign that it is not managed and that the stakeholders are not connected. What is crucial today in destination management is building a destination identity that will be sustainable for future generations, ie managing sustainable development and creating an image that will match the ideas and goals of the destination. In this way of management, the destination will ensure its competitive position in the tourism market and have its brand. It will be unique and recognizable by the tourist demand.