With the time, tourism has become a global set of relationships and phenomena with different motives, from leisure and adventure to business travel and cultural exploration. Many destinations have also appeared that are trying to draw attention to themselves. Concepts of branding and image of tourist destinations were also created in connection with this. Destinations want to attract potential visitors through social media, so they create diverse content on them. In this paper, primary data was collected with the aim of researching the image of the destination Norway on the social media Instagram. The respondents were divided into two groups, those who had access to an Instagram profile and those who did not. A total of 110 respondents were collected. The surveys included open-ended and closed-ended questions, and attitudes about the characteristics of the destination and affective attitudes about the destination were examined. Likert scales and the TOMA method were used, through which associations about the destination were obtained. The theoretical part was written by researching secondary data, which were found in various scientific papers and books. The data were analyzed in tables and graphs, and the results were processed in the Excel and SPSS programs. The main goal of the research is to gain insight into respondents' perceptions of Norway and to find out if there are differences in perceptions based on the availability of Instagram profiles. The first hypothesis was rejected and it was determined that there are differences between the perception of the destination's image among respondents who had access to Instagram and those who did not. The second hypothesis was confirmed and it was established that there are no differences in the perception of the destination's image with regard to previous familiarity with the destination. Another goal of this research was to create a foundation for subsequent research on this topic and to direct the activities of destination marketing organizations.