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The purpose of this paper is to analyze the relationship between brand strength and tourism intensity indices and to determine to what extent the implementation of the branding process can have an impact on building a destination’s brand strength and tourism economic performance in the European Union capital cities.

For the purpose of this study, secondary data on brand strength and tourism intensity for a sample of 20 European capital cities were used. Correlation analysis between brand strength and tourism intensity was then performed by using a cross-section analysis design.

The findings of this research show that destination brand strength is indeed significantly and positively related to tourism intensity.

This paper concludes that destination branding process is an important factor for creating and maintaining competitive advantages among capital cities on the mature and saturated European tourism market.

A country image is a generic construct created by a wide range of factors as representative products, national characteristics, economic and political backgrounds, history and traditions. In times when environmental protection and performance have become two of the world’s most important priorities, such a general view of a particular country should include green dimensions as well. Literature review suggests a lack of literature on the coexistence of country image and green orientation. The goal of the chapter is to bridge the gap in the research literature about the green image of a country and to explore the level of awareness of its existence among tourists. Therefore, after secondary (desk) research, primary (field) research in two stages was conducted. Both qualitative and quantitative techniques were used in both stages. Firstly, group interviews were conducted among tourists in the capital of Croatia. Then, a survey was carried out with 250 tourists who shared their perception of the environmental practices in Croatia. The research results indicate that Croatia has a green image mostly because of its unspoiled nature and natural food assortment. However, the implementation of environmentally responsible activities is lacking, especially those related to waste and energy management, as well as fundamental knowledge and experience of Croatian citizens on how ecological awareness contributes to higher quality of life.