The master's thesis entitled "Promotion of tourist destinations on the Instagram profile of Kristijan Iličić" delves into the multifaceted area of influencer marketing in the tourism industry, focusing on the strategies and influence of destination promotion on social media platforms, specifically Instagram, through the lens of travel influencer Kristijan Iličić. The thesis begins by contextualizing the evolution of influencer marketing in the digital age, highlighting its transformative effect on destination promotion strategies. It explores the emergence of social media influencers as powerful brand ambassadors, leveraging their authenticity, reach and engagement to influence consumer perception and behavior. The central part of the thesis is the analysis of Kristijan Iličić's Instagram profile, which serves as a microcosm of influencer-driven destination marketing. Through a detailed examination of Iličić's content, engagement patterns and promotional strategies, the paper reveals the mechanisms by which influencers exploit social media platforms to showcase tourist destinations, stimulate travel desires and engage with audiences. Key findings of the analysis include Ilicic's skillful use of authentic storytelling, visually stunning content, and strategic collaboration with destination marketing organizations (DMOs) to increase the visibility and appeal of tourist destinations. However, the analysis also highlights the presence of hidden advertising and undisclosed sponsored content, highlighting the importance of transparency and ethical integrity in the practice of influencer marketing. Despite these challenges, Iličić's Instagram profile emerges as a compelling example of effective destination promotion through social media, offering valuable insights to tourism professionals, marketers, and researchers alike. The thesis concludes with reflections on the implications of the findings and recommendations for future research, emphasizing the need for continued research into the dynamics and strategies of influencer marketing in the ever-evolving landscape of destination promotion.