Rovaniemi is on the way to becoming a well-known Christmas and winter-themed destination amongst the Vietnamese. In recent years, it has attracted more Vietnamese Millennial travellers. Rovaniemi has valuable tourism resources to develop for the Vietnamese market. The thesis aims at examining the perceived destination image of Rovaniemi under Vietnamese Millennial travellers’ perspectives. Visit Lapland Tours is the commissioner of this thesis project. Qualitative research methodology was employed to gain valuable data for research. A survey and content analysis were used to gather qualitative data on travel behaviours and Rovaniemi destination image under Vietnamese Millennial travellers’ perspectives. The achieved findings can benefit the commissioner company in acknowledging and interpreting the destination image of Rovaniemi in Vietnamese, thus would be able to formulate the corresponding destination branding plan and strategy. The initial stage of an effective destination branding is to understand how potential customer perceived destination image. The results assist the commissioner in developing a plan to improve Rovaniemi image in the branding process. The key findings indicate that Vietnamese Millennial travellers who have visited Rovaniemi have a positive image of the city. Although two-thirds of respondents have not visited Rovaniemi, most of them identify the city as Santa Claus hometown, which is the motivation of their visit in the future. The project plan is suggested based on the content analysis and branding approach to Millennial travellers and conducted online. As a result, branding contents are compiled and distributed through suitable branding channels to attract Vietnamese Millennial travellers to visit Rovaniemi. ; Rovaniemi is on the way to becoming a well-known Christmas and winter-themed destination amongst the Vietnamese. In recent years, it has attracted more Vietnamese Millennial travellers. Rovaniemi has valuable tourism resources to develop for the Vietnamese market. The thesis aims at examining the perceived destination image of Rovaniemi under Vietnamese Millennial travellers’ perspectives. Visit Lapland Tours is the commissioner of this thesis project. Qualitative research methodology was employed to gain valuable data for research. A survey and content analysis were used to gather qualitative data on travel behaviours and Rovaniemi destination image under Vietnamese Millennial travellers’ perspectives. The achieved findings can benefit the commissioner company in acknowledging and interpreting the destination image of Rovaniemi in Vietnamese, thus would be able to formulate the corresponding destination branding plan and strategy. The initial stage of an effective destination branding is to understand how potential customer perceived destination image. The results assist the commissioner in developing a plan to improve Rovaniemi image in the branding process. The key findings indicate that Vietnamese Millennial travellers who have visited Rovaniemi have a positive image of the city. Although two-thirds of respondents have not visited Rovaniemi, most of them identify the city as Santa Claus hometown, which is the motivation of their visit in the future. The project plan is suggested based on the content analysis and branding approach to Millennial travellers and conducted online. As a result, branding contents are compiled and distributed through suitable branding channels to attract Vietnamese Millennial travellers to visit Rovaniemi.