This study investigates cities’ digital strategies to enhance destination image and strengthen their place in the UNESCO Creative Cities Network. The main objective is to understand how cities employ social media, particularly Instagram, to promote their unique physical and cultural attributes as tourist destinations. The study uses data from qualitative mail interviews with representatives from ten Portuguese cities belonging to UCCN. The data collected provided insights into using social platforms as efficient, low-cost marketing tools that allow for the creation of compelling visual narratives and engaging content. The results reveal that cities rely heavily on high-quality digital content, especially photographs, to build and reinforce a distinctive brand identity. Instagram has emerged as a key channel due to its visual appeal and effectiveness in attracting a younger audience. Although digital strategies have successfully increased international recognition and boosted tourist interest, the study also underscores the importance of ensuring that the promoted image aligns with the tourist experience.