This master's thesis analyses a selection of images used to advertise outbound responsible travel to
various destinations in Africa. It shows that in the advertisement of the selected destinations
colonial imagery and texts are emphasised. Colonial imagery is reproduced in a binary
representation model of the "self" and the "other" that not only supports the criticised creation of
knowledge of the Global South but also restores racism as an ideology of dominance. To
demonstrate this, images and text material are analysed with regard to findings of postcolonial
theory. It becomes apparent that contemporary outbound responsible travel agencies continue
colonial ideas and power relations. It is thus determined that there is a gap between the declared
aims of responsible tourism agencies and the single-perspective and derogatory meanings the
images, they use to advertise their products, carry. Accordingly, recommendations for DMOs
(Destination Management Organisations) and decision makers that are involved in the promotion of
global travel are developed.
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