Photography is an important instrument in tourism marketing, which aims to encourage consumption and consolidate the image of a tourist destination in consumers’ minds. The elements of geodiversity with aesthetic and cultural values are commonly used as differentiated products in tourism destinations. This article discusses the relation between geodiversity, tourism marketing and the use of photographs in consolidating the image of a destination, focusing on those based in geotourism practices. The case study analyzes photographs from tourism promotion materials of the Basque Coast UNESCO Global Geopark (Spain), seeking to understand the techniques, fieldwork, symbols and narratives present therein. The methodology involves a theoretical discussion, field work and a qualitative description of the photographs with physical attributes. Geological and geomorphological features of Basque Coast are shown in photographs, highlighting a singular geoheritage that sustains environmental and cultural conservation, a principle that every geopark should construct and transmit.