With the expanding movement of the sharing economy and its captivation of the tourism industry, this thesis aim at looking at how destinations are being presented within the sharing economy using a case study of how Copenhagen is being portrayed on the accommodation sharing site Airbnb.Airbnb, being one of the most favorable success story to demonstrate the outbreak of the sharing economy, has had an enormous impact on the tourism industry, not only changing the patterns of its growth but also changing the dynamic of the roles involved in its progress. According to recent published material, the sharing economy have enhanced the role of the traveler to take control of the tourism industry. The traveler is no longer just the costumer but also the supplier of tourism, essentially challenging the proffesional tourism suppliers. The competition within the tourism industry is at its peak, which has led to a more aggressive marketing where destinations are trying to visually attract travelers. The visual has also been proven to play an essential part within the sharing economy, and with the sharing economy now being responsible for over 25 % of the overnight stays worldwide, this study aim at looking at its impact on the tourism industry through the lens of visual presentation by using the example of how Copenhagen is being represented on the sharing economy platform Airbnb.To fulfill this purpose the thesis has, from a interpretive approach, used the qualitative method of a picture analysis accordingly to hermeneutics to analyze the meanings behind photos posted of Copenhagen on Airbnb. The empirical work thereby mainly consists of sampled pictures of Copenhagen on Airbnb as well as the Visit Copenhagen websites which all are being analyzed to detect whether the image of the city coincide or differentiates and conclusively enhance the role of the sharing economy on the visual presentation of destinations within the tourism industry. To assist in fulfilling the purpose, a literature review on the sharing economy has been constructe,d followed by a conceptual framework on visual marketing and tourist photography. The thesis has concluded that Airbnb producers, to some extend, tend to photograph the same motifs as the professional producers, however, does not seem to strive at creating the simplistic and visually pleasing image.