Very little research has been done on the creation and development of a family corporate brand in tourism family firms and their effects. In this article, we aim to start filling this gap in the literature by first developing a conceptual model of the creation of a family corporate brand in tourism firms, and later present a case study to explore to what extent the tenets of the model are observed in the case. The conceptual model is developed taking as a reference some of the general literature on branding, and adapting it to the case of family firms in the tourism sector. On the other hand, the case shows how the particular family values or familiness on which the brand is build supports sustainable practices of tourism development, a particular pattern of business growth and development, and proves how the fact of being a family business becomes an essential part of the tourist experience for the guest.