Destination image formation is a complex, multifaceted process that has been examined extensively by tourism scholars. However, previous studies often used a predetermined list of tourism-specific attributes to measure destination image, leading to a lack of empirical research on destination image as a holistic concept. Consequently, this paper employed a qualitative system dynamics approach to investigate the destination image of Ethiopia in Japan. Results indicated that the Japanese had a positive image of Ethiopia focused primarily on diverse products, friendly people and culture, coffee and great marathoners. In contrast, the results also indicated negative image due to concerns over poverty, peace and security, as well as poor service and infrastructure. Based on this study, a qualitative system dynamics conceptual model of destination image was designed for system analysis, problem identification and system intervention towards a desired outcome in market positioning. Future research should focus on testing and validating components of the qualitative system dynamics model, specifically to explore the relative utility of the technique in other tourism contexts.