The paper examines the existence of a causal relationship between the brand equity of a tourist destination and the intention of tourists to visit a tourist destination, in accordance with the theoretical foundations according to which a strong brand should contribute to the attraction of tourists. The research was conducted on the example of four tourist destinations in the Republic of Serbia, using the Granger concept of causality. The data was collected for the period from 2015 to 2023. The research results show that there is no causality, which is contrary to the expectations.