The Distinctive and Unique Destination Image and Brand Personality can not only attract tourists but also enhance their willingness to revisit and recommend the tourism destination. Based on previous research results and brand personality theory, a 34-item scale was constructed to assess the brand personality of Mazu cultural tourism destination. Taking Meizhou Island in Fujian as the research object, a questionnaire survey was conducted with 712 Meizhou Island tourists, and a structural equation model was used to test the brand personality model of Mazu cultural tourism destination. The results of the study revealed that the brand personality of Meizhou Island Mazu cultural tourism destination mainly includes five characteristics: Primitive, Loyalty, Dazzling, Leisure, and Excitement. This not only holds significant value for the sustainable development of Meizhou Island's cultural tourism industry but also provides a theoretical basis for creating brand personality in similar religious tourism destinations.