This paper analyzes the strategic impact of the tourism offer on the image of the city of Trebinje. In modern tourism, creating a recognizable and positive city image is essential for attracting visitors and achieving sustainable development. The main objective of the research is to identify key elements of the tourism offer that influence the perception of Trebinje as a tourist destination. The research combines theoretical and empirical approaches. The theoretical part is based on a review of relevant literature on tourism development and city branding. The empirical research was conducted using a survey method, with data collected from representatives of leading hotels in Trebinje. The results were analyzed using descriptive statistical methods. The findings show that the tourism offer has a significant and dominant impact on the city’s image. Natural attractions, cultural and historical heritage, and tourism infrastructure are identified as the most important factors influencing tourists’ perceptions. The results confirm the main hypothesis that a strategic approach to tourism development positively affects the image of the city. It can be concluded that Trebinje has strong tourism potential and a well-developed image, but further strategic improvements are necessary to enhance its competitiveness and long-term positioning in the tourism market.

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