This account presents the principal findings of research into foreign holidaymakers' images of the Norwegian Lofoten islands. The qualitative data are derived from personal interviews with first-time tourists and are quantitatively analysed in order to discover their underlying patterns. Since touristic imagery represents the tension between official projections of the travel trade and their constructed, mental, visual and linguistic interpretations by patrons, it is of crucial importance to explore the images held by first-time visitors. By adopting a multi-indicator approach, this study identifies stimuli that are more likely to evoke rich responses in terms of their linguistic content. A connection is subsequently made with guidebooks that are examined for their inter-textual influence on the discourse of individuals who experience nature destinations.