Globalization has not only contributed to the internationalization of businesses, technological development, but has also had a great impact on the provision of information in real time, thus enabling greater mobility of people on a global scale. Ultimately, globalization has resulted in the creation of needs for new products, services and experiences. Industries that are significantly influenced by changes in the global arena are tourism and luxury industry. By examining the literature, a need for a new concept, luxury destination brand, was identified. Its foundations are based on uniting components of luxury supply and tourism, with the aim of meeting the needs of luxury consumers, in this case also in the role of tourists. Based on the theoretical background, eight factors were identified and defined that build a luxury destination brand. Furthermore, a model was proposed showing, besides previously mentioned factors and their impact on the luxury destination brand, the connection between the luxury destination brand and customer loyalty with the moderating role of satisfaction and self-image. In order to examine the impact of the variables proposed by the model, primary research was conducted on a sample of respondents from 16 countries. The study results show the importance of factors in the construction of luxury destination brand, as well as its impact on consumer loyalty with the moderating role of satisfaction and self-image. The implications of the research are important for all stakeholders operating in the luxury industry and tourism, as they explain how and to what extent consumers perceive and evaluate each factor and behave accordingly, and finally what they ultimately expect to be provided in a luxury tourist destination.