This dissertation reports a case study on British travel bloggers’ appraisal of Vietnam as a tourism destination projected in their textual and visual accounts of touring the country. The study lent itself to two Halliday’s SFL extensions for interpersonal metafunction, which are the Appraisal theory (Martin & White, 2005) and Grammar of Visual Design (Kress & van Leeuwen, 2006). Based on them, it developed a multimodal conceptual framework to translate interactive qualities encoded in evaluative adjectives and still images into domains of tourist gaze and corresponding appreciation values, the interrelation of which formulated a portrayal of Vietnam and indicated the sociolinguistic perspectives of tourism discourse. The case study was approached qualitatively, adopting for itself the social constructivism paradigm and taking a social semiotic multimodal perspective. It employed content analysis strategy to treat a collection of multimodal data from 10 travel blog posts about Vietnam. Findings from the study show that Vietnam is generally portrayed as a destination of identity and diversity. The country provides tourists with unique experience of destinations, culinary and local lifestyle while at the same time being cost-competitive. Authenticity and strangerhood were two prominent sociolinguistic perspectives as featured in these blog posts, which indicates that tourists may look for and be attracted by what is authentically Vietnamese and what is different from their home culture. The findings also underline the co-contribution of the linguistic sign, in this case evaluative adjectives, and the visual sign, in this case still images, as interpersonal meaning-making resources. To describe the destination image, still images served as evidence for the credibility of the bloggers’ narration and advice. To express sociolinguistic perspectives, still images supported the linguistic realisations of authenticity and strangerhood, and in some cases delivered an even stronger message than words. Not only does the study present a source of feedback from international travellers to tourism practice in Vietnam and suggest authentic materials for tourism translation training and English language learning, but it also provides insights into the multimodal analysis of tourism discourse which remains an under-researched area in Vietnam.