This study examines potential Chinese tourists’ multi-sensory images of the UK and their information sources. Interviews with 25 potential Chinese tourists in China reveal that visual images dominate multi-sensory images, and that autonomous sources, such as news reports and textbooks, are key information agents. The relationship between multi-sensory images and information sources is also examined, showing that organic agents are associated particularly with the tactile sense. This study enriches knowledge of multi-sensory images, and especially of information sources that shape potential tourists’ multi-sensory images. Understanding the content of multi-sensory images of the UK and their information sources may help British tourism marketers to understand existing images and identify potential marketing channels, including information sources, through which to promote the UK in China.