Toraja coffee as characteristic of the world tourism needs a brand image and reputation and different, to cope with global competition in the field of tourism. The main issues in this research are how to enhance the image and reputation of the Toraja coffee as a tourism identity and how the effectiveness of place branding in an attempt to improve the image of the Toraja coffee as a tourism destination in the world and how the effectiveness of branding Toraja as a tourism destination. Qualitative research methods are used to answer this descriptive problem formulation with a focus on the exploration of the social situation in-depth, broad and thorough about coffee as the identity of Toraja tourism. Source data obtained through interviews and questionnaires with foreign tourists. The results of this study concluded that Toraja coffee has many different coffee variants based on the area of planting, and the variant of coffee Toraja is the sustainable development tourism based on identity in  Toraja Region.