This study examined the image of Simla as perceived by tourists and residents. It revealed that there were two distinct images: one for tourists and another for residents. The tourists' image was based on the natural and cultural landscapes whereas residents' image was based on their familiarity with the city. There was some disagreement on the most popular landmarks and areas. Both tourists and residents were dissatisfied with the present development of Simla. The study concludes that there is an urgent need for landscape conservation though the development of new design guidelines.