The following study examines whether classic feminine and masculine genderstereotypes still occur in travel advertising aimed for or towards Sweden. Thegenders considered in the study are the two binary genders, male and female.Advertising reflects, influences and shapes our society. It is therefore very importantthat companies that strive to be equal also do so in their advertising. The literatureanalysis analyzes various gender stereotypes established from the 1970s onwards.Previous research shows that men are portrayed as active, important and strongwhile women are portrayed as passive, secondary and weak.The study used intensity sampling and examined 11 advertising images in the travelcategory. The images were then analyzed using semiotic image analysis and classicgender representations established in previous research.From the results that emerged during the analysis, a variation of gender stereotypeswithin the sample of travel advertisements was demonstrated. There were bothexamples of stereotypical and non-stereotypical portrayals of feminine andmasculine stereotypes. These results indicate that the traditional genderrepresentations that have dominated over the past 50 years still exist, but that thereis a certain shift towards a more varied representation. However, it is still thetraditional gender representations that dominate. Men are still portrayed in theimportant role and as active and strong, while women are portrayed as ratherpassive, weak or even childish