This study conducts a comprehensive analysis of Portugal’s projected image on social media. The analysis encompasses a visual content examination of 763 images shared between 2019 and 2021 on Instagram generated by destination marketing organizations, considering the phases of the Covid-19 pandemic (before, during, and after isolation). The research seeks to identify emerging patterns of change, comprehend the users’ reactions, and elucidate the dynamic composition of destination attributes during distinct phases of the Covid-19 pandemic. The discussion concerned several vital aspects, including identifying the most prevalent destination attributes during the Covid-19 crisis. It delved into an exploration of the intricate relationship between cognitive and affective dimensions, the noteworthy disparities observed throughout the crisis periods, the overarching perception of destinations, a geographic examination of the regions’ representation on social media platforms and its cognitive attributes distribution, and, lastly, an investigation into the extent of online public engagement. The findings contribute significantly to the field by bridging the gap between social media and destination image projection, providing insights of methodological, theoretical, and practical significance.