The topic of destination image has become one of the most popular in the tourism literature. A review of 120 destination image articles published in the literature between 2001 and 2007 was undertaken to provide researchers with a reference guide to the context, method and focus of previous studies. The analysis follows a previous study by Pike (2002), which reviewed 142 destination image papers published during the period 1973 -2000. Collectively, the two analyses categorize over 260 papers from the first 35 years of published destination image research. Key issues to emerge from the current review include: the exponential increase in studies related to destination image, a continued lack of qualitative methods, lack of an explicit travel situation, and the risk of uninformed responses.