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The purpose of this study was to determine the influence of city branding and tourism events on the image of the city and the decision to visit tourists to Sumenep Regency. This study conducts quantitative research design with type of research is explanatory research. The sample used was domestic and foreign tourists who had visited a tourism event in Sumenep Regency. The sampling technique using Purpossive Sampling with a total sample of 100 respondents. Analysis tools used with descriptive statistic analysis and SEM analysis. Location of research in Sumenep Regency. The result of this study shows that city branding variable had a positive and significant influence to tourism visiting decisions. City branding has a significant positive effect on city image and has an impact on improving tourist visiting decisions. In addition, tourism events affect the image of the city and have an impact on increasing tourist visiting decisions. City branding is the biggest variable in influencing the increase of tourist visiting decisions in Sumenep Regency. This is demonstrated by the Government of Sumenep Regency further strengthening the position of city branding, by publishing and promoting "Sumenep The Soul of Madura" and Sumenep Batik Festival by synergizing with tourism businesses to develop tourism in Sumenep Regency so that tourist visits to Sumenep Regency increase . The most important thing for the government is to get tourists to visit again.