Bled is one of the most important and attractive tourist destinations in Slovenia. Accordingly, it deserves a proper identity. In 2008 a new Bled tourism brand appeared. On the basis of a clear vision, numerous researches and studies a strategy was developed and an outstanding identity created. Already in the first year many applications were realised. This offers a tremendous case study of how to create a fusion of tradition, the 21st century and a modern tourist economy.