In the context of this research Tourism can be defined as the temporary movement of the people to destinations away from their usual place or normal habitat, the activities entered upon during their stay in those destination and the facilities developed to provide their requirements / needs. On the other hand, destination image has been defined as the perception of travelers about a given tourist destination. The aim of the study was to assess the impact of destination image on tourist’s retention in Uganda. The objectives of the study were to establish the formation of the image of tourist’s destination in Bwindi impenetrable Nation Park, to assess the effects of the brand image of a tourist destination in Bwindi impenetrable National Park, to establish the advantages associated with destination image to Bwindi impenetrable National Park. The Case study research design was preferred and the qualitative research paradigm was adopted. Unstructured Interviews and document review analysis were the main methods applied for data collection. A sample size of twenty-two (65) respondents was involved in the study. These included tour guides and the tourism administrators. The study concluded that, globalization process has expanded markedly in recent years, increasing the difficulties experienced in virtually every sector of the economy. The tourism sector is no exception, and has been the target of the latest economic and financial crisis. In this sense, those responsible for tourism management should be aware of all elements that will improve their products. This is why Brand Image has become one of the most important elements of a tourist destination in recent years, is directly reflected in their positioning and ultimately increases the likelihood of commercial success or failure for each destination.