Add to ORKGThis study investigates the relationship between destination image and destination personality. While brand image and brand personality studies is well documented in the generic marketing literature, application of branding theories to places, in particular to tourism destinations, is relatively new. Using tourism destinations as a setting, this study contribute to the debate on the brand image – brand personality relationship. Results indicate that destination image and destination personality are related concepts. Canonical correlation analysis reveals that the emotional component of destination image captures the majority of variance on destination personality dimensions