Storytelling is something that is common to the mankind since its beginnings. Stories can be found everywhere and in various shapes - in simple conversations, in literature and film industry, and more recently in marketing. The urge to introduce stories into marketing practice came from numerous researches that confirmed that human is more likely to memorize and recall a story than bare data and facts. Bearing in mind that tourism industry is about selling experiences the importance of storytelling in tourism becomes even bigger. This paper elaborates the usage of storytelling as a new marketing tool in contemporary tourism. It includes theoretical background regarding the terms tourism, marketing in tourism, concept and process of storytelling branding and its impact on the consumers. In order to indicate important elements of touristic storytelling branding process, primary research has been conducted. The research was comprised of two parts. The first part included the analysis of the existing level of tourism valorization and the tourism attractiveness potential of the chosen subjects of research - flower of salt from Nin Saltworks, opus and scientific contribution of Špiro Brusina, location of Queen’s beach in Nin and natural phenomena of sunset at Riva in Zadar. Furthermore, the first part included the creation of theoretical concept of storytelling branding of the chosen subjects of research. The second part of the research included personal interview with the representatives of the institutions that are considered to be key factors for the marketing of the chosen subjects of the research. The results of the primary research are elaborated in the paper. It is shown that storytelling is very powerfull as a marketing tool in contemporary tourism. Moreover, it can bring various benefits both for the destination and for the visitor.