Providing memorable tourism experiences is considered very effective strategy for gaining a sustainable competitive advantage. Memorable tourism experience (MTE) is still a relatively novel concept, hence its antecedents and outcomes are not completely identified. In this regard, the primary goal of this study was to explore the influence of travel motivation, destination attributes, tourist personality, and socio-demographic characteristics on the creation of a memorable tourism experience. Another important objective was to examine he impact of a memorable tourism experience on tourist satisfaction, revisit intention, and the perception of destination personality. The study was conducted on a sample of 614 foreign visitors to three biggest urban destinations in Serbia (Belgrade, Novi Sad, and Nis). For testing hypothesis, SEM (structural equation modelling) was applied. The findings confirmed all of the assumed hypotheses and suggested new relationships between variables that were not included in the original hypothetical model. The dissertation concludes with key concluding considerations as well as a theoretical contribution to the literature. There are also practical contributions, guidelines, and advice for tourism policymakers. Finally, limitations and future research suggestions are discussed.