The purpose of this study was to determine the effect of Lake Toba's brand image as one of the strategies to increase the number of tourism in Samosir Regency. This study will provide a measure of how much influence Image of tourists  to the Lake Toba attraction to the decision of tourists visiting Samosir district. So that the expectations of local and international tourists visiting Samosir Regency are increasing. Considering Lake Toba has been prioritized as one of the priority tourist attraction developments outside of Bali. The research method used is descriptive and qualitative, where data collection is done by distributing questionnaires to tourists, conducting observations in Toba Samosir District, interviews with villager, local communities and data from the Samosir district tourism department. The sample used was domestic and foreign tourists visiting tourist sites in Samosir Regency. Data analysis techniques using simple linear regression analysis. From the results of this study there is a positive and significant effect between the image of tourism destinations on tourist visit decisions. Tthe magnitude of the influence of the tourist image on the decision of tourist visits by 62,8% and the rest 37,2%  is influenced by other factors.