The multitude of travel destinations and competition between them put additional emphasis on destination image as an effective instrument of differentiation. In the case of Ukraine, an emerging destination in Eastern Europe, this is a new phenomenon and an important area to explore. Current study utilizes CATPAC software to content analyze Ukraine travel related websites. The set of keywords produced within nine topical subcategories gives tourism promoters an understanding of Ukraine’s destination image as projected online to the English- speaking market. Dominance of information about country’s capital, links to a Russian theme, and lack of practical travel information are primary highlights determined as a result of analysis. This research will further assist practitioners in creating a recognizable destination image and attracting international tourists.