This study engages in the representation of diversity in marketing communications imagery by Finnish Destination Management Organizations (DMOs). Using a visual content analysis approach, the study dissects the presence and portrayal of gender, race and ethnicity, age, disabilities, and sexual orientation in imagery from the official websites of four Finnish DMOs. The findings bring to the forefront a significant underrepresentation of minority groups, with distinct variations between the DMOs in terms of diversity attributes. This paper underscores the pressing need for more inclusive marketing practices in destination marketing. Such practices are essential and urgent for promoting social sustainability and enhancing the competitiveness of tourism destinations.