Despite the great amount of research in food tourism around the world, little is known about the development of this type of tourism in Sweden. This research examined how food is represented in tourism brochures produced by destination marketing organizations in Dalarna county. The paper followed a qualitative approach using content analysis as a tool for the analysis of visual content. The analysis was divided into two steps; firstly, the identification of denotative elements in the images and secondly, the examination of connotative features. The research showed that the promotion of food tourism in Dalarna county is rather small in comparison with other types of tourism activities in the region. Out of 1595 images collected for the research, 260 had an association to food. The representations that arose from the images were divided in four themes, namely; "Culture", "Luxury/High Quality", "Relations" and "Nature".