Communication activities have a strong effect on the development of a tourist destination, regardless of whether it is about organized and strategic, ultimately mass communications, or individual, interpersonal experiences. In this sense, marketing activities most often attract guests, but equally important in forming an opinion about a region are the communications that visitors make during their stay in a city or in area. Regardless of the intensive development of tools, especially electronic and internet platforms, messages nowadays travel withoutterritorial limitationsand significantly faster and furtherin comparison with the time before the global digitization. Despite this, interpersonal communication and personal experiences arising from direct communication still have a strong and often crucial impression in creating an overallopinion that affects the reputation not only of a certain locality, but also of the residents, and it is precisely, as a social context, important factor in creating an atmosphere, a feeling of comfort and maintaining an individual's connection with the environment. In the beginning, communication can beused in the function of propagandawhich will encourage activities in terms of guest arrivals to a certain location, but the relationships built during the stay of individuals or groups, will influence, precisely through communication efforts, the recognition and understanding of customs and culture, information as a prerequisite for finding one’s way in a certain area and the overall experience of the culture not only of the locals, but also of the entire population of the country where the tourists are staying. The tourist indicators of the island of Brač support the synergy of all the municipalities that act together to achieve this goal and thus strengthening the extremely competitive place that Brač enjoys being on the map of tourist destinations.