The thesis will interest people who want to gain additional information on the use of lifestyles in destination branding. This thesis is about the image of Dublin. Destination branding is a fairly new phenomenon in tourism. Marketers are now discovering the additional value of successful destination branding. In this thesis, destination branding is important, since it is about the image of Dublin. The goal of the thesis is to analyse the Dutch market for Dublin in order to develop guidelines for a marketing strategy or Dublin to attract this market. The analysis gives more insight in the lifestyles of the potential market.