Currently, tourist destinations seek different strategies to differentiate themselves in a highly competitive global market, in which the image is a decisive factor for tourists to make the purchase decision. Nowadays it is understood that a positive image of an emotional destiny influences the tourist. Therefore, it is important to identify strategies that attract tourists for the first time and, in turn, generated recommendations and repurchases to other potential tourists. The image of tourist destinations has been widely studied from different disciplines, such as marketing, strategy, networks and sociology. However, the idea of a tourist destination understood as a network of actors interconnected between them and with other destinations, is still a broad topic to explore, both from the theoretical and from the empirical. This, It’s a descriptive article that seeks to approach the topic of tourism from the conception of the concept of tourist destination, the image of the destination and the positioning of the destination in highly competitive markets.