The Internet and digital technologies have change the world as we know it in the last ten years. Smartphones have entered in our daily lives through a big threshold and we experienced birth of social networks, without which we cannot imagine our 21st century lives and communication with people we know, and with ones we do not. The human race has communicated since the beginning of time, and one whole business philosophy is based on communication with various types of public – these are public relations, whose experts had to drasticly change business habits and even the rules of the profession to adapt to Internet and its byproducts, the social networks. This thesis, among other things, deals with one of the most popular social networks today, Instagram, a digital platform made strictly for editing and sharing photos. Users prefer sharing photos of different content and therefore creating their "life diary", which other users can follow in real time.Thanks to Instagram, several new jobs developed, like that of an Influencer who inspires others with their own original posts. Other users, mainly the younger generation, aspire to be exactly like Influencers, which is just one of many examples of how easily is to manipulate masses through Instagram, which strategically exploit companies, brands, and finally tourist destinations worldwide. The aim of this thesis is to prove how Instagram has become an excellent communication technique in terms of public relations and how it is used by many professionals working in tourism agencies all over the world. They use Instagram in order to promote their destination and attract as many potential tourists as they can - exclusively through perfectly planned photos. Zadar tourist board has taken advantage of this approach. They legally share other users high quality Instagram photos they taken of Zadar, and then crate a completely new PR project named LikeZadar – the official Instagram profile of the Board. One of the aims of the thesis is also to show how drastically different we have begun to view Instagram, which is proven to be more than just a social network to public relations experts workng in tourism field.