This paper reports findings from a study into food images and the relationship with the overall perceptions of a destination. In doing so it also examines the degree to which congruence exists between the promotional images created by Tourism Australia and those images held by 18 major industry stakeholders. The measures are based on 40 attributes of food imagery clustered into 6 dimensions. Data derived from informants were also supported by an analysis of videos used by Tourism Australia. It was concluded a lack of consensus exists with the consequence of fragmented marketing strategies result.