A photograph is one credible type of medium; precisely and faihfully represents the photographed subject and sends a clear message, which makes it an inevitable component of any tourism promotion tool and material. It is well known that people like to receive information with their sense of sight, but also, the visual messages are proven to be the most memorable ones. For that reason, all the promotional material includes photographs nowadays, what eventually leads to generation of profit. The history of photography in Istria reaches back to the 20th century, when Alojz Orel moved to Pula and decided to put down the roots of his photographic work there. Together with his fellow colleagues, he captured all the attractive and potentially popular locations in Istria, taking an important role in Istrian tourism photography history. A tourist photograph comunicates with potential visitors, presenting Istria in the best light, and therefore welcomes guests to witness the beauty of the nature, experience the charm of Istrian towns, and enjoy exquisite gastronomic offer. In order to capture a good photo, one should focus on the flow of the process itself, technical aspects of photography, but also be familiar with the camera characteristics. One of the main points of an attractive tourist photography is to represent the atmosphere of the pictured destination, and that can be achieved with the use of different motives and exploration of latter. The aim of this Master thesis is to get familiar with the history of photography in Istria, capture good photographs by respecting certain criteria, present Istria from a different perspective and represent previous photography as the main promotional medium of Istrian region. In the experimental part of the thesis, photobooks and postcards were created using author's own photographs. Furthermore, the comparation of both color photos and black&white ones is made on a few levels.