Through the research carried out in this thesis, the want was to point out the possibilities and potential that neuromarketing research can have in profiling a recognizable and authentic destination brand that is attractive to a selected market segment. In the current conditions on the tourist market, where trends are prone to dynamic movements and constant modifications, it is important to determine the features of the destination brand that can be adapted to challenging and complex market conditions. Generation Z represents a selected tourist segment that has an increasingly prominent importance on the global tourist map. Generation Z represents a young population of tourists between the ages of 15 and 28, and they represent a challenging segment considering their characteristics. As a digital generation, they are fully adapted to new technologies and digital content, and given that they have a reduced attention span, achieving a high level of recognition and competitiveness on the tourist market is challenging for the destination brand. Also, the challenge is to achieve long-term visibility among Generation Z, therefore the destination brand should be profiled so that individual elements are capable of quick adjustments. Qualitative research demonstrates the potential that eye-tracking neuromarketing research can have in the knowledge of the mentioned elements of the destination brand, which is also the fundamental goal of this research. Also, insights were gained related to the platforms for promotional activities that are most suitable for the destination in order to attract the selected tourist segment and to create relationships between the destination brand and tourists that can result in tourist loyalty. The Split destination brand has exceptional potential for positioning itself as one of the most successful global destinations for the target tourism segment of Generation Z, and by profiling the appropriate features of the extended destination brand identity, Split can stand out on the tourist market. Authentic content, digital connectivity and interactive activities can be used to promote the destination to selected segments, and the importance of the online environment for the selected segment is also recognized. Positioning the attractive features of the destination should be focused on the online environment and modern technologies. With its cultural and historical heritage and contemporary image, the Split destination brand represents an amalgam of the historical and modern times.