With the changes in consumer profile, especially in tourism activity, facing the issues brought by globalization, greater access to and use of Technologies, and more recently, the restrictions imposed by the protocols to prevent contamination by the Covid-19 virus and its consequences, it has been necessary to change the way of experiencing tourism, leading the market to adapt to the new reality. Thus, the incentive to implement so-called Proximity Tourism has gathered strength, prompting the following research question: how has this type of tourism been addressed and how have the cities of the Brazilian Northeast have been working with this theme to promote their potential on the social network platform Instagram? The main objective of this study was to perform an observational analysis of what is being posted on this social network concerning proximity tourism, by investigating the use of the hashtag #turismodeproximity, and whether the cities of the Northeast of Brazil are using this Instagram tool. As the result of this research, it was found that of the total posts indexed with this hashtag, only a small number are directly related to this region, indicating a lack of dissemination, and consequently, failure to generate greater visibility for this tourism modality.