The purpose of this research is to analyze the destination image of Uzbekistan presented by the DMO and the destinations images emerging from user generated content in social media posts. In this study, promotional images and user-generated images on the platform Instagram were examined by using content-semiotic analysis. The main findings show that the destination image of Uzbekistan is dominated by heritage and reference to ancient cultural traditions of the region. However, the image represented through user generated content on Instagram is more diverse and to a larger extent depict the destination through natural heritage and experiences in the natural landscape. Furthermore, Uzbekistan is concurrently trying to create a post-Soviet identity through a focus on its history prior to the Soviet past, with focus on heritage of the Great Silk Road which highlight that destination image construction is related to geo-political processes in society which includes contestations of national identity.