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The present study is an initial attempt to investigate how Chinese travellers articulate themselves on online travel blogs about Flanders. China's outbound tourism market has grown significantly over the past few years as Chinese tourists have become increasingly important for global and Flemish tourist markets. Destination images are one of the major influencing factors in the tourist's decision making process: when tourists have quality images of a certain destination they're more likely to include this destination in possible travel plans. External information sources such as online social media sites have been found to be an important element in the destination image formation process. The first section of this paper provides an overview of the changing attitudes of the Chinese government towards outbound tourism. General characteristics of Chinese tourists will be provided, as well as an insight into the growing number of Chinese tourists in Flanders. Furthermore, the importance of social media in China and the relation to tourism will be analysed. The first section concludes with an explanation of the importance of tourist destination image and destination branding. The second section of this paper then examines the destination image of Chinese travellers about Flanders by conducting a netnography and analysis of 180 online travel reports written by Chinese travellers after they visited Flanders. The data was gathered during May and June 2014 from several online travel blogs. The quantitative and qualitative analysis of the travel blogs show that the overall image of Flanders that tourists have after visiting is rather positive. Chinese tourists are generally satisfied with their stay in Flanders, except for outlying issues such as high prices or the cleanness in some cities.