Building on the concept of regional branding, the paper seeks to pave new ground by delving into the novel concept of a ‘regional religious brand.’ As a new term in religious tourism, the ‘regional religious brand’ defines the function of distinguishing a spiritual value offered in a region as a concept and reality, containing a name, an iconography, a set of images, a pilgrimage, narratives, a slogan, visions, and symbols. After arguing that the territory of the former Archdiocese of Ohrid still qualifies as a region, we engage in one of the region's spiritual symbols, the veneration and pilgrimage of Saint John Vladimir and suggest a concrete pilgrimage route stemming from this regional religious brand.