Studies suggest that ethnic tourism is one of the driving factors to promote the local socioeconomic and cultural development. However, it could also adversely affect the culture and the sense of identity of ethnic minority. The representation of the culture and identity of ethnic groups is a key element to study.The study aims to understand how promotional videos represent people and places through visual images. Particularly, it tries to understand the role of tourism visual im-ages in the construction and dissemination of ethnic culture and ethnic social identity. Through a qualitative research approach using content analysis, the study uses Enshi in Houbei province in China as a case study by analyzing visual representations identified in the city’s official promotional video ‘Paradise Enshi’.The findings reveal that the video successfully represents the Enshi culture in gen-eral. It reproduces the original ecological natural landscape of Enshi through a common image narrative method. The video shows the beauty of Enshi from all perspectives and levels, reflecting the historical and cultural heritage of Enshi's ethnic minorities. How-ever, in order to cater the expectation of tourists' stereotypes of ethnic minorities and minority regions, it overemphasizes the aesthetic perspective that undermines authen-ticity. The study enriches researches that focus on tourism destinations in China for those with ethnic minorities. It suggests all type of analyses can be used including video, photographic and textual in the similar context.