Previous investigations on representations of the Other have been
mainly limited to analyses of visuals promoting Southern countries.
Scholars have concluded that the portrayals of the Other, where present, were stereotypical in nature and featured ‘‘exoticized’’ and
‘‘eroticized’’ depictions of locals engaging in ritual or cultural entertainment and/or serving tourists who were, more often than not, Cau-
casians (Dann 1996a; Echtner 2000; Echtner and Prasad 2001; Morgan
and Pritchard 1998). Realizing that the processes of representing the
Other are inherent to any tourism experience, the present study
sought to investigate whether the nature of tourism imagery produced
by Northern countries went beyond the roles that have dominated cultural production in Southern countries. In order to conduct such an
investigation, Canadian DMO brochures were examined. The primary
objective was to distinguish the dominant portrayals of the Other from
those of majority group members. The content analysis resulted in an
understanding of different facets of ethnic/racial portrayals, namely,
the presence of group members, the themes associated with them,
and the enactment of tourist or local roles.