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Political parties and marketers have for centuries employed visuals as effective means of conveying their messages. Yet surprisingly, little has been written on the evident interplay between the visual rhetoric of political campaigns and destination image. Influenced by Foucault’s notion of subjectivity and drawing on critical discourse analysis, this chapter analyzes the visual rhetoric of the radical right-wing Swiss People’s Party campaign posters in order to explore the relationship between political rhetoric and destination image. It is concluded that while this image of Switzerland may be negatively influenced by the rhetoric of the party, the reflex of the state may inadvertently perpetuate cultural fundamentalism and exclusion.