This study aims to confirm the concept and importance of tourism brands and examine the aspects of visual expression characteristics reflected in recent domestic tourism brand identities. Four tourist hub cities, Busan, Gangneung, Jeonju, and Andong, and recently developed cases, Jeongseon and Bucheon, were selected to analyze the visual expression characteristics of the tourism brand identity. Based on previous studies, the analysis criteria were analyzed in terms of linguistic elements (naming, slogan) and visual elements (symbol mark, logo type, color, morphological structure) expressed in brand identity, and the following results were obtained. In the case of tourism brands, there is a tendency to highlight the slogan, which is the core vision of the tourist destination, rather than the city name, and there are many forms that emphasize simplicity as much as possible through formative elements of lines rather than elements of faces. Rather than intuitively expressing the tangible representative resources of the region, the direction pursued by the tourist destination and the benefits that tourists get tended to be expressed as intangible resources. In the case of colors, unlike the limited use of city brands, colorful primary colors were used to increase attention and contain various messages. A tourism brand has the same variable characteristics that can be seen in a city brand, and in particular, it is characterized by variously transforming and expanding line elements. Through this study, it was possible to confirm the recent trend and brand identity of domestic tourism brands, and furthermore, it is expected to be used as basic data for visual composition when developing tourism brands.