Nowadays, tourism, in the so-called millennial generation, has shifted from the experience itself and the pleasure of traveling to the pleasure of sharing and finding, in the stories and images narrated in social networks, a way to express their concerns to the world. That is, before embarking on the trip, millennial tourists seek the experience of the chosen place in images that their referents (influencers or prescribers) show in different social networks; in this way they program the mental representations with which they build their trip, and reaffirm from their own testimony or experience. This paper explores some significant examples of how the intersection between tourism promotion and Instagram -as an eminently visual social platform- offers. Starting from a qualitative methodology, the theoretical bases of tourism and the tourist image are reviewed to place them in the current c...