Planning a vacation and going on holidays involve the human capacity to imagine or to enter into the imaginings of others. Seductive images and discourses about peoples and places are so predominant that without them there would be little tourism, if any at all. Tourists are invited to imagine themselves in a paradisiacal environment where the local landscape and population are to be consumed through observation, embodied sensation, and imagination. Destination marketers, however, have no monopoly over imaginaries as the latter are always situated within wider socio-cultural frameworks. Therefore, I conceptualize imaginaries as socially transmitted representational assemblages that interact with people’s personal imaginings and are used as meaning-making and world-shaping devices.