Traditional segmentation in tourism has mainly focused on individual socio-demographic characteristics or trip motive, which sometimes prove to be a poor reflection of real differences in behaviour. To move on this topic, this work-in-progress employs artificial intelligence and big data analysis to: (1) identify various categories of tourists based on their posting behaviour in Instagram and (2) evaluate whether the level of engagement with sustainability at the destination differs among these segments or not. Based on data collected via web scraping from 245 Instagram locations within León (Spain), 139,273 posts from 43,000 users were analysed. Specifically, six archetypes based on their spatial movement, posting and engagement behaviours were identified, having differences in their sustainability engagement. Gastronomy and cultural segments exhibit the greatest sustainability engagement in their Instagram posts, and luxury and shopping segments the less. This research advances tourism segmentation research by introducing a digital behavioural segmentation approach based on tourists’ spatial and engagement patterns on Instagram. Results show that sustainability engagement significantly differs across archetypes, offering actionable insights for destination marketing organizations seeking to tailor sustainability communication strategies