A comparative analysis of tourism development plans in the Argentine provinces of Mendoza, Córdoba, Tierra del Fuego, Santa Fe, Jujuy and the Province of Buenos Aires. The analysis reveals the different representations of the State in the participation stated by the set of actors in the tourism development plan.The methodology created has been structured into four levels of semiotic-systemic approach, which allows identifying a set of differences of each plan among themselves and in relation to the linked audiences. The “Destination system as a tourist destination”, through its multiple statements, configures a system that interpenetrates (in terms of Luhmann's social systems theory) with its environment, and with the global sphere of the tourism system. We appropriately call it a brand of social groups defined as a sign of designation and identity, a construction that differentiates in a semiotic system. “A collective is a class of social actors that a society recognizes as such at a given moment” (Eliseo Verón, 2013).Based on the theoretical concepts proposed by Joan Costa and Norberto Chávez, the concept of territory brand progresses over time from a first graphic expression (isologotype) born from a strategic synthesis of the values and contents offered by a tourist destination as an experience of spatio-temporal consumption towards a destination brand of social groups.