The subject of the research was to determine the value proposition of slogans based on the processment of the chosen slogans on selected territorial units within the Republic of Croatia, and the problem was to question how slogans affect tourist arrivals, what is the tactic the boards use in order to summarize the distinctive advantages before and after the pandemic of COVID- 19. The aim of the paper was to determine the way in which the leadership of county tourist boards decides on choosing slogans to present and position themselves in the tourism market before and during the pandemic. The paper combines the characteristics of effective tourist slogans, the feature by which they achieve differentiation in the tourist market as well as the communication exchange of key messages between the destination and visitors. Also, the marketing aspect of the concept of managing tourism organizations, positioning key messages in the tourism market and the fundamental issue of financial security. In addition, the statistical data on the number of visitors who stayed and spent the night in the Republic of Croatia in 2019 and 2020 were provided in order to highlight the difference between the record year of tourist business and the collapse of the tourist season in the first year of the COVID-19 pandemic. On the question "What are the tactics and criteria used by county tourist boards in choosing slogans as the main element of strategic communication between the tourist destination and the target market before and during the pandemic?" the author conducted a survey on a deliberate small sample of 4 respondents in separate territorial units (Northern, Southern, Eastern and Western Croatia). Each of the respondents were asked 7 questions in order to answer the research question. The criteria for conducting the research was the city in the territorial unit with the most overnight stays in 2019, therefore the cities of Rovinj, Split, Osijek and Velika Gorica2 were selected. The research offered the thesis that slogans are the guiding thought in creating a quality tourist destination. They contain the core of the destination in a short phrase and lead potential visitors to explore the destination offer. Each surveyed tourist office gave an affirmative answer to the monitoring of world trends in the promotion of safety and health features within the slogan. In conclusion, in the long run, it is necessary to plan a strategy for the crisis, to ensure a marketing plan that will enable adaptation to new challenges in the tourism market.