Travelling to new destinations might require long number of hours spent whilst searching for information to support consumer’s decision-making process. Pushing information through online marketing channels for destinations could play a remarkably influential role in that process [1]. One of the most powerful elements of such marketing is the reviews by individuals who are eager to share their own experiences and expertise [2]. These reviews are an important repository for those making decisions. The act of writing reviews of a destination is solely voluntary act because of post-purchase behavior and it certainly needs motivation behind [3]. We have inquired these motives for the case of online reviews for destinations around Serbia. The present research uncovers the motivation by analyzing questionnaire previously distributed to foreign travelers that have been visiting Serbia at some point. The preliminary results show the several reasons behind the reviews and different motivation triggers. In the current process of further data analysis, we expect to see clearly the inner and outer influences on motives. As a result, and implication, this will serve as a guideline to Serbian country branding and marketing initiatives in shaping the offers that will empower customer engagement.