This article is based on the assumption that nature inevitably plays a role in urban placemaking. Today, cities worldwide are engaged in place promotion in which nature is constructed as a commodity to consume. This article explores the enrollment of nature in tourist information with a specific analytical focus on the relationship between nature and culture. Guided by framing theory and citing the case of tourist information in Stockholm, the article empirically demonstrates how nature is enrolled in tourist information and turned into a commodity through three distinct but related frames that, in various ways, construct nature as ‘‘other’’: nature as the familiar other, nature as the exotic other, and pristine nature. The article concludes that the enrollment of nature in city marketing reproduces the modern nature-culture divide, which enables the commodification of nature and helps conceal the environmental consequences of increased urban density.