Nautical tourism is a specific type of tourism, which has many positive effects on the economy. However, apart from the positive effects of nautical tourism is facing the negative effects of this goal is to find a way of development so as not to endanger the environment at the expense of future generations. Istria has a good opportunity for improvement and development of nautical tourism. It can be concluded that one of the most important items for the development of nautical tourism in Istria County the number of available berths in relation to the length of the coast, which means that the county has significant physical and developmental opportunities for accommodation nautical infrastructure. The paper presents the capacities of nautical tourism and the existing marinas in the county. For a better development and expansion of nautical tourism and also attract potential boaters, it is necessary to modernize the existing and planning of new marina all of which influences the development itself Istria County. Specifically, the paper examines the effects of the development of nautical tourism in the creation of the identity of certain areas, and as an example referred to the city of Rovinj in order to create a brand named town.