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Local communities are taking an increasingly major role in communicating a destination in terms of contact with tourists. Based on the assumption that tourist entities and agents are part of this community, it can be assumed that it is necessary for the territorial marketing regulators to promote their involvement. This communication is progressively generated through information and communication technologies (ICT), namely social networks. To analyze the communication contribution of the tourist entities of the Trás-os-Montes lands (a region in the northeast part of Portugal), an analysis was carried out on the online presence and its way of communicating the region. The findings offer relevant insights for the destination managers and policy makers.