In the digital age, social media platforms are significantly reshaping how tourist destinations are shared and promoted. Beyond their importance in showcasing Cameroon’s natural and cultural assets, this article examines the plurality of strategies used to promote the country’s tourism potential through four Facebook pages—one institutional (Mintoul-Cameroun) and three citizen-led (Tourisme pour tous Cameroun, Visiter le Cameroun avec moi, TourismeDu237). The study employs a qualitative content analysis grid (netnography) to analyze the nature of posts (types of narratives, formats, engagement), combined with a theoretical reflection on the emerging models of digital tourism governance. Given the national context marked by decentralization—including the transfer of powers and resources to local authorities—the findings highlight a contrasting complementarity between the top-down institutional approach and the more horizontal, locally rooted citizen initiatives. In line with the strategic role assigned to tourism in Cameroon’s National Development Strategy 2030 (SND30), the article advocates for a collaborative governance model in tourism communication. This model is grounded in dialogue, co-creation of narratives, and skills-sharing, aiming to build a coherent, plural, and attractive territorial imaginary within the digital space.