Tourists are active users of social media, obtaining information about destinations on these digital platforms. Based on the UNESCO Creative Cities Network, this study aims to verify whether the presence of municipalities on Instagram facilitates recognition of the creative field to which cities belong on the network. A mixed study was conducted using an online survey applied to Instagram users and e-mail interviews applied to municipalities. The results show that destination managers are aware of the importance of using Instagram for the strategic promotion of their destinations. This study contributes to the research that links Instagram with tourism, highlighting that cities must express themselves on social media to become more recognised by the public.