The three-column graphical abstract is titled The role of tone of voice in tourism destination brands' social media communication. The left column describes the research background, stating that enhancing consumers' sharing behaviour on social media is vital for tourism destinations' brand success, as it leads to increased consumer brand relationship outcomes and maximises reach and trustworthiness. It explains that the study tests the effect of tourism destination brands' human versus corporate tone of voice on consumers' hedonic value and sharing behaviour, considering tangible versus intangible cultural heritage dimensions. A moderated mediation model diagram shows the Type of cultural heritage dimension influencing Hedonic value, which influences Sharing behaviour, with Tone of voice linked and moderating the relationship. The centre column presents a two-by-two between-subjects factorial design crossing tone of voice, human versus corporate, with type of cultural heritage dimension, tangible versus intangible. The stimulus consists of posts on a fictitious Instagram page for Valencia, Spain. The procedure notes four hundred and sixty-seven participants who had never visited Valencia, randomly assigned to experimental conditions balanced for gender, age and average daily time spent on social media, resulting in a final sample of four hundred respondents. The analysis includes two way analysis of variance and Hayes two thousand and fifteen tests of mediation and moderated mediation, Process model four and seven, with five thousand bootstrap samples using I B M S P S S statistical software. The right column summarises results indicating that a human tone of voice enhances hedonic value more than a corporate tone, hedonic value mediates the relationship between tone of voice and sharing behaviour, the type of cultural heritage dimension moderates tone of voice effects, and higher outcomes are achieved when intangible elements are communicated with a human tone of voice. The conclusions highlight the distinction between how to communicate and what to communicate, theoretical contributions to branding literature, and managerial implications for destination marketing organisations and cultural tourism managers engaging consumers on social media platforms.