This thesis deals with the topic of production and communication of the identity of a tourist destination, which is realized through advertising, specifically via promotional tourist videos. The corpus of research consists of the countries Croatia, Greece, Italy, Spain and Portugal, which represent the traditional Mediterranean countries related to summer holiday tourism. The research is based on the syntagmatic and paradigmatic analysis of multimodal content which distinguishes the semiotic tools used in the production of the identity of the tourist destination. The thesis is divided into four main chapters. In the first chapter, the general concepts of tourism and the identity of the tourist destination are considered, while the selected countries are classified under a specific form of tourism called summer holiday tourism. The second chapter deals with main scientific theories of semiotics. Semiotic tools to be used in corpus analysis are highlighted and explained along with instructions for content analysis developed by some of the most important semioticians. The third chapter represents the basis of the thesis, i.e. the paradigmatic and syntagmatic analysis of the multimodal content of promotional tourist videos. One or more promotional videos of each country, which are part of the official campaigns of the tourist boards of those countries, were analyzed. The analysis identified the dominant semiotic tools present in the videos and determined how a particular country wants to identify itself as a tourist destination. The results obtained in the analysis are compared in the fourth part of the thesis, where it is concluded that multimodal metaphors represent the dominant semiotic means used in tourist advertising of the observed countries. It was also concluded that, for the purpose of tourist identification, tourist boards want to associate their country with certain thought concepts in order to add real or imagined characteristics that will make it desirable or tempting to visit. It was determined that the identity produced in tourist advertising can be divided into two basic forms; an authentic tourist destination and a tourist destination with a diverse variety of content. Finally, it was concluded that the production and transfer of the identity of the tourist destination serves the main goal of distinguishing itself from the rest of tourist competition and attracting tourists to the tourist destination.