Instagram is one of the most popular social media platforms that is focused on visual content. Since photographs are an essential part of tourism, tourists and tourist organizations recognize Instagram as a suitable platform for presenting tourist destinations and sharing travel experiences. This paper has aimed to establish the role of Instagram in promoting tourist destinations from the perspective of tourist boards. Therefore, research was conducted from 9 June to 28 June 2021 on a sample of six Croatian tourist boards of the country's most visited tourist destinations. In the research, the hypothesis and one sub-hypothesis were confirmed, while the other two sub-hypothesis could not be confirmed or rejected. The results of the research showed that Instagram is an essential platform for the promotion of tourist destinations. Primarily, tourist boards use Instagram to maintain the image of the tourist destinations and attract more visitors. In order to achieve that, tourist boards are trying to create quality and engaging content. The most important in promoting tourist destinations proved to be user-generated content because it enables tourist boards a more credible presentation of the tourist destinations and a positive word of mouth. The researched tourist boards invest and pay attention differently to the promotion of tourist destinations on Instagram. In half of the tourist boards, activities on Instagram constitute more than 30% of the overall marketing activities of the tourist board. Also, half of them invest half of the budget for digital platforms on promotional activities on Instagram. Despite the differences in investments in the promotional activities, researched tourist boards agreed that for tourist destinations is crucial to be present on Instagram.