Distance estimation has been used extensively in the investigation of cognitive maps, yet it is not well understood as a cognitive process in its own right and, as a result, has been viewed as a simple read-out from a spatial representation. In contrast, this paper considers distance estimation to be a complex mental process in which heuristics guide the choice of strategies. Specifically, verbal protocols were collected on a distance estimation task for 20 undergraduates using a variety of city pairs in U.S. and Canada. On the basis of these data, distance estimation is shown to be a constructive process, using a relatively limited number of heuristics, such as addition, hedges and ratios. The choice of heuristics and the time to make a judgment are shown to be related to variables such as the familiarity of locations and the distance to be judged. The advantage of viewing distance estimation as a constructive process rather than a passive readout off an intemal map is argued.