Consumers within the tourism industry have become increasingly dependent on electronic word-of-mouth when making their decisions. Previous research explored the importance of textual content within the online consumer reviews, however little is researched about the role and influence of online visual information. This study aims to fulfil this gap by analysing the content of user-generated images on TripAdvisor. Findings from both qualitative and quantitative research methods show insignificant difference between consumer helpfulness of online reviews with accompanying photos and reviews without it. Findings also indicate a positive correlation between overall image quality and image usefulness.