This study analyses the extent to which there is an overlap in the territorial distribution and attractiveness of tourism images distributed via three different media: official tourist brochures, travel guides and user-generated content (Instagram). We applied a mixed-method approach, which included spatial analyses and cartography, to study the promotion of tourism in Montevideo (Uruguay). The results indicated a partial overlap between the locations captured in user-generated images and those promoted by official tourist brochures and travel guides. The findings suggest a territorial distribution of tourism images that is clearly differentiated according to the source(s). This provides useful insights for applications of social media into future geographical and image management research.