The term tourist destination includes locations of various sizes which are classified according to the predominant characteristics that can be analyzed individually in order to gain insight into the competitiveness of the tourist destination in the tourist market. Carrying out marketing activities for tourist destinations has its specificities and these activities are carried out by tourism destination marketing organizations that coordinate the tasks of numerous participants and whose powers differ depending on the level of activity. The brand of a tourist destination is influenced by several elements, but the name, logo and slogan stand out as key. Branding uses the created brand for further processes of achieving competitiveness in the tourism market, and it is followed by positioning. Positioning affects the perception of the brand by consumers by highlighting one or more differentiating features. In the case of tourist destinations, more features stand out because they offer more content than just one product. The elements of positioning are the name, the symbol and most importantly, the slogan. The slogan is the foundation of all promotional activities because it creates a link in the form of a basic message that runs through all forms of advertising. Slogans are used to achieve the desired position in the market, and after its establishment, they serve as associations. As the Federal Republic of Germany is one of the largest Croatian emitting markets, but also one of the six countries most frequently visited by Croats, the role of slogans in positioning German federal states was analyzed. After presenting the theoretical basis of related concepts in order to create a good foundation for understanding the importance of tourism slogan research, an empirical research was conducted to analyze the primary data. The tourist slogans of the German federal states were collected, analyzed and classified into categories, and an online survey was conducted on associations of youth in Croatia about the respective slogans. The results of the conducted research answered the originally posed research questions, which were related to the characteristics of the slogans of the German federal states and to the conformity of associations with the characteristics of the said slogans. It was concluded that the characteristics of the slogans of the German federal states are the emphasis on natural beauty, the possibility of providing new and fun experiences, and the use of expressions such as visit, discover and experience and that the associations of young people in Croatia differ depending on their level of knowledge of the German language, but associations are mostly aligned with the characteristics of the slogan.