Celebrity endorsement for consumer products is widely used in advertising, taking advantage of the public's fascination with celebrities and the belief in a personal connection with them. Tourism Australia and other destination marketing organisations (DMOs) have used celebrities in the past to promote destinations to domestic and international tourists. Through the example of the Australia — A Different Light campaign (2004) this article examines the potential influences of celebrity endorsement on destination image. The application of Gallarza, Gil Saura and Calderón García's (2002) framework of image characteristics suggests that celebrities may affect many aspects of destination image, some of which are under the advertiser's control. A conceptual framework for the analysis of celebrities' potential influence on destination image, and the consequences for destination awareness and choice, was established. Three areas of further research are highlighted that are critical in understanding the role of celebrities: links between celebrity exposure in different media; the fit between destination, celebrity and consumer; and the celebrity's effect on destination awareness and purchase decisions.