This article examines the perceived personality of Essaouira based on a qualitative survey conducted with 22 national and international visitors. Drawing on (Aaker, J Mark Res 34:347–356, 1997) brand personality framework, enriched with dimensions inductively derived from the field, the study aims to identify the key traits shaping the destination’s identity image. The thematic analysis of interviews highlights five main dimensions authenticity, sincerity, conviviality, creativity, and excitement which reflect a perception strongly rooted in lived experiences, human interactions, and the city’s cultural atmosphere. The results lead to a context-specific adaptation of the destination personality model, contributing to a deeper understanding of identity perception mechanisms in heritage and creative contexts. Practical recommendations are also proposed to strengthen the branding strategy of culturally rich destinations with strong symbolic value.