This thesis, Graz Tourism online and offline: an analysis of authenticity through the tourist gaze, explores the creation process of tourist gazes on two different levels, namely online, on the social media application Instagram, and offline, on two different guided tours, the Historic City Walking Tour and the City Bus Tour, offered by Graz Tourism. The aim of this thesis is to analyse how Graz Tourism is trying to create an ‘authentic, in other words, realistic image of the city.At the beginning of this thesis, the theory behind my empirical research is outlined. The theory defines terms such as ‘authenticity and ‘tourist gaze and further deals with the commodification of culture and the increasing influence of social media in the marketing processes. Moreover, I discuss the role of visual imagery in geography and different performances in tourism. The theory is essential to answer my research questions. The analysis is, then, divided into two different parts. The first part of the analysis focuses on the multifaceted images of Graz and comments on the touristic development in the last two decades. Then, the research continues with an investigation of the official Instagram account of Graz Tourism in which I defined three different series of photos that were posted on the social media application. The second part of the analysis explores the created ‘offline tourist gaze of two guided tours. The method I used for this part was the ‘participant observation. I acted as a tourist and observed which places and sites of the city are presented in these two different tours. In addition, I also examined the performances enacted by tourist guides and tourists. In the end, the ‘online and ‘offline tourist gaze are compared to MacCannells (1973) model of staged-authenticity and I offer several possibilities to combine these two different gazes and ideas to motivate tourists and residents to participate in the creation process of an ‘authentic tourist gaze.