Albeit there being a growing need for surveys on the development of brand identity of countries who want to take a significant place on the world map of tourism destinations, there seem to be very few surveys on the Croatian tourism brand. Croatia aims towards an economic development with the help of tourism growth, and in order to achieve this it has to develop a unique brand as a tourist destination. This is even more important when it comes to specific markets such as the United Kingdom, a market examined in this work. British travellers have been showing an increased interest in Croatia as a new holiday destination. However, as this thesis suggests, Croatia’s branding does not incorporate these travellers’ needs and preferences. Tourism slogans are, indeed, a powerful branding tool. The aim of the survey presented in this master thesis is to show that official slogans of the Croatian National Tourism Board do not take the British culturally based holiday preferences into consideration, in order to successfully attract them to visit the country. The survey was conducted in the form of questionnaires distributed to a sample of 81 British holidaymakers who have stayed in hotels in the Croatian region of Istria in 2014. The results provided valuable data regarding their general holiday preferences, the most common associations about Croatia, the general perception of Croatia as a country as well as the perception of the Croatian tourism slogans. The data also enabled suggestions for the successful future development of the Croatian tourism slogans for the British market, with the help of theoretical findings from the fields of marketing and psycholinguistics.