The aim of the thesis is to research the perceived image of Helsinki as a tourist destination in the Netherlands. Therefore, the research question ‘how is the image of Helsinki as a tourist destination perceived in the Netherlands?’ will be examined. First, different processes and the AIDA model will explain the tourist’s buying behaviour. Next, a definition of the destination image is created and its formation will be elaborated. Destination branding will be, inter alia, explained by means of the destination brand benefit pyramid. In addition, Helsinki as a tourist destination and its relation with the Netherlands will be explained to understand the current tourism situation in Helsinki, related to Dutch visitors. A positive destination image is essential for a certain place to be able to attract a sufficient amount of tourists. The images and expectations tourists have about a certain destination have been shown to be one of the key factors when selecting a destination for leisure pur- poses. The overall image one has from a particular region eventually might be favourable or unfavourable in terms of choosing a travel destination. When defining the destination image of Helsinki as a tourist destination in contrast to its reali- ty, the characteristics need to be elaborated. Helsinki exists for one-third of green areas and the sea is present at many places. Helsinki has many design aspects, as well as museums, architecture, history, culture and a booming restaurant scene. However, is the Dutch popula- tion aware of everything Helsinki has to offer? How do they perceive the city as a tourist des- tination? And did they even obtain knowledge about Helsinki as a tourist destination? A quantitative method has been used in order to conduct the destination image research. A questionnaire, consisting of sixteen questions, was conducted among the Dutch population. The questionnaire consisted of open- and closed-ended questions, and it contained classifi- cation, attitude and opinion, and behaviour questions. As a ...