This paper argues that recent developments in the theory of place image hold great potential for tourism marketers, but that their full value has yet to be realized. The article reviews some of the relevant theories of place image, and, in particular, it discusses the differences between what has been termed 'naive' and 're-evaluated' images of places. It then demonstrates the value of using place image in market research to assist in the formulation of tourism policy. This is accomplished through a case study drawn from the seaside resort of Barry Island in South Wales, where destination managers included an evaluation of the resort's 'organic' images in their market research to assist in shaping a new tourism strategy. The article concludes by arguing that the adoption of a more integrated approach to place marketing is a valuable exercise for any destination.