The focus of this research paper is to analyze three Swedish travelogues and news paper reportage of Yugoslavia between the years 1950 and 1970. This is achieved through applying three theoretical concepts on the source material: Yugoslavism, Tourist gaze and Gender. The theoretical structure has aimed to understand how the sources define and write about Yugoslavia and how it relates to the concepts. With two research questions that focus on how Swedish writers saw Yugoslavia, the paper aims to build an understanding of what Yugoslavia as a tourist destination was like according to the source materials. This is achieved and the results of the paper are discussed. They include how the writers construct their own image of Yugoslavia according to the concept yugoslavism, how they don’t see the reality (tourist gaze) and how much they describe women and their role in the society (gender). These results are not accompanied with a negative undertone, which nuances the material as the writers simply were fascinated by the region. The results are analyzed and set in context with previous research and their relevance for research are discussed.