Short-term rental platforms and their hosts are a new type of stakeholders in the puzzle of destination marketing and management. The prominence of short-term rentals among travelers challenged destination decision-makers as these platforms often did not follow rules and regulations to safeguard tourists and steer tourism development. Indeed, the relationship between short-term rentals and destination marketing organizations, particularly in developing a cohesive destination image, has not yet been fully understood. In this study, we aim to investigate the relationship between DMOs and short-term rentals and its effect on the destination image created by the DMO. At the example of the population of DMOs and short-term rental listings in a US east coast state, we assess the similarity of destination images portrayed by DMOs and hosts located within a given DMO’s area. The results can contribute to destination marketing strategies and provide practical value for destination managers.