Usually the site owner provides the content used for the design work ... but as Allan mentioned, I have had times when I went looking for some specific imagery and then had them purchase it for the tour. And of course they could use the set inside as well. This usually happens when the site owner doesn't have content, or the content they have is of low quality, or not enough variations on a theme to give a good look to the tour in say a fetish niche of some kind.