Resumo: The tourism image has tended to be based on a balance between the transmitted image and the perceived image. Throughout the twentieth century, the image issued by governments and companies was predominant. On the other hand, over the last decade, the diffusion of the image perceived by tourists has increased, resulting in a modification of this balance.Based on the case of Uruguay, this article analyzes the extent to which the image that tourists spread on Instagram spatially coincides with the tourist image projected during the second half of the twentieth century. The results show how few areas show temporal continuity. This implies that the interests of companies and institutions do not always coincide with those of the tourist.
