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To map the image foreign markets have of Norway as a winter tourist destination, and the Lillehammer region in particular, we surveyed 1000 respondents from Sweden, Denmark and Germany. We identified six key experience attributes that winter tourists seek: alpine skiing, cross-country skiing, general destination criteria, children-friendliness, other activities and snow. Two image-dimensions were identified: (1) friendly and safe and (2) thrilling. Danes had the highest score on the friendly and safe dimension, while Germans scored highest on the thrilling dimension. Whereas cognitive dimensions of destination image appeared to be of overall importance to Swedes in particular, the affective dimensions were strongest among German respondents. The model best explaining knowledge about the Lillehammer region included the following predictors: number of former visits to Norway during winter, home country …