This article focused the analysis on social media representations of Sapmi using the hashtags #visit-sapmi and #visitsapmi, which nuance official, top-down versions of the place communicated in other contexts, but simultaneously are more focused on visitors and their experiences. The results show that the making of the Sapmi region as a place and a tourism destination through social media content is an ongoing process of interpretation and reinterpretation of what indigenous Sami culture is and how it connects to specific localities. Future research should look at the broader understanding of places that can be accessed through social media analysis. The main argument is that visual communication is a very important tool when constructing the brand of a destination. Considering the growing role of social media, the process of place-making through visual communication is explored in the case of the destination VisitSapmi, as it is coconstructed in online user generated content (UGC). From a theoretical viewpoint, we discuss the social construction of places and destinations as well as the production of meaning through coconstruction of images and brands in tourism contexts. The focus is on how places are created, branded, and made meaningful by visualizing the place in a framework of tourism experiences, in this case specifically examined through indigenous tourism. We use a content analysis of texts, photographs, and narratives communicated on social media platforms. Regardless of negotiated brand management’s efforts at official marketing, branding, and tourism planning, the evolution of Sapmi as a place to visit in social media has its own logic, full of contradictions and plausible interpretations, related to the uncontrollable and bottom-up processes of UGC.