Özet:

Today, the change that occurs in the environment has a significant impact on people's lives and behaviors. With these changes, people wanted to go to different cities and gain new experiences. The interest in the various tourism varieties has increased to spread the interaction between the environment, the indigenous people and visitors for a long time. The city tourism in which visitors participate for a short time is offered to tourists with geographical and climate features that make up the identity of the cities, challenges and streets, historical beauty and monumental structures, folklore and socio-cultural features. This study was done with the aim of better assessing the tourism potential of the city of Çanakkale, which is a rich, unique identity with its natural and cultural characteristics, and to explore the possibility of the brand city. To this goal, a SWOT analysis has been made in terms of the tourism potential of the city of Çanakkale, which is rich in alternative tourism activities. In the study, a literary scan was made to include the concepts of city tourism, urbanization, city identity, branding. The SWOT analysis identified the strengths and weaknesses of the city, the opportunities of the city and the city development as a threat element. According to this; Gelibolu Historical Area, Ancient Town of Troy, Troy Horse, Mirror Wednesday, Clock Tower, Tables, etc. The wealth has been identified as important factors in the way of becoming the brand city of Çanakkale. By evaluating these detected wealths, a variety of strategies for urban tourism have been established and recommendations have been developed in the way to become a brand city of Çanakkale.