This study investigates the impact of user-generated content on Instagram on tourists’ perceptions of cities within UNESCO’s Creative Cities Network (UCCN). Given the increasing significance of social media in tourism marketing, particularly Instagram’s role in shaping destination images through visual content, this research employs eye-tracking technology to analyze which types of images more effectively capture users’ attention. Focusing on ten Portuguese cities from the UCCN, the study evaluates the visual appeal of images representing these cities’ creative domains. The investigation involved an eye-tracking study with 30 participants who watched images provided by the cities. The results reveal that images associated with UCCN categories, such as cultural and creative elements, received greater attention and fixation. Participants favored images featuring vibrant colors, landscapes, recognizable architectural elements, and human presence, which enhanced their engagement. The findings underscore the importance of visual authenticity and the strategic use of Instagram for destination promotion. Destination Marketing Organizations (DMOs) should prioritize images that reflect their cities’ true experiences and unique attributes while leveraging user-generated content to build credibility. The study highlights the need for combining stimuli and integrating visual appeal with authentic representation to attract and retain tourists’ interest, providing a foundation for future research and practical applications in tourism marketing.