This study deals with the pre- and post-visit perception of destination image, which potential tourists as well as actual tourists that visited Bulgaria may have about the country. Using a triangulation method approach, we tried to investigate how Bulgaria is perceived by the two distinct groups of Danish tourists according to nine attributes which influence the destination image perception. This study examined both prior visitors and non-visitor’s perceptions among Danish population towards Bulgaria in order to compare the differences they hold towards the destination. Data were collected by using an online survey and by conduction personal as well as expert interviews. The results indicated the post-trip destination image to be more favorable compared to the pre-trip image for some attributes. The results provide insights into destination image formation methods, destination marketing and sources of information.