The paper investigates the customer's perspective on a tourism destination brand through four proposed dimensions: awareness, image, quality and loyalty dimension. In addition to brand's dimensions evaluation, the influence of previous visitation on each proposed dimension is presented. The evaluation of tourism destination brand Slovenia in the minds of German respondents serves as an investigated example. In addition to evaluation for each investigated dimensions’ variables for destination Slovenia perceived by German respondents, the study confirms also the influence of previous visitation on brand evaluation. In the investigated example, previous visitation is recognized as the improvement factor in Slovenia's evaluation in the minds of German respondents.