Viking themed festivals are now widespread throughout Europe and are a popular expression of heritage identity. The Anglo-American stereotypical representation of Viking heritage is of sea-faring, sexist and bloodthirsty men raping and pillaging. In contrast to this image, in Scandinavia the dominant image of Vikings in popular culture finds fewer references to war and warriors. Here the Viking representation is very much concerned with the people who ‘abroad were known as pirates, but at home lived in a well-ordered society’. European Viking themed festivals have largely attempted to give greater credence to the latter representation. However, it is often the more bloodthirsty image that initially inspires Anglo-American tourists to visit sites. Based upon qualitative research, in this paper we examine the geographical and organisational depth of Viking themed festivals in Europe. Furthermore, we argue that at Viking themed festivals the past is constructed and idealised by participants as an authentic way of life and that this is used as an expression of identity.