Tourism in Indonesia has the potential to improve the regional economy. To realize this, of course, the right strategy must be carried out, one of which is a strategy to form a city identity or commonly called city branding. City branding was formed to be a differentiator between one region and another. The purpose of this research is to study the effectiveness of city branding for visit decision-making. The research location is in North Toraja Regency and Tana Toraja Regency, which are known as tourist areas that have the same culture and ethnicity. Data was collected through a questionnaire online (google form) with predetermined respondent criteria. The analytical method used is multiple regression analysis, which previously test the instrument data and test classical assumptions. The results of the analysis of City branding have an influence on the decision to visit with a percentage of the effect of 14.9% which shows the level of effectiveness of city branding in influencing the decision to visit Toraja.