Virtual influencers are non-human, digitally created with human-like qualities. This study investigates the visual self-presentation and branding strategies of Esther Olofsson on Instagram using systematic visual content analysis. Thereby exploring how Esther is visually constructed as a digital persona and how elements of tourism, human likeness and influencer aesthetics are integrated into her online representation. A sample of 107 pictures from 94 posts published between October 2022 and October 2023 was selected. Tourism is a key theme, particularly urban and cultural settings, positioning Esther as an aspiring travel figure. The study also highlights how virtual influencer challenge traditional notions of identity, presence, and trust in digital marketing. Overall, the study shows how visual cues are strategically used to construct a coherent yet ambiguous digital self that bridges human and virtual identities. It contributes to research on influencer cultures, visual communication, and the aesthetics of virtual entities in tourism and branding.