In today's modern world, technology has become an indispensable part of our lives, and the use of screen devices is increasing across all generations. This thesis explores the meaning of social media posts, their roles, and their impact on the audience. The aim of this thesis is to provide a deeper understanding of social media posts, what they represent for individuals, why people post them, and what they mean to the audience they are presented to. The paper reviews the most relevant social media platforms and their benefits in the context of tourism. Through an interview with a destination marketing employee, the reasons for using social media to promote tourist destinations are examined. In recent years, the popularity of social media and the sharing of travel photos and videos has significantly increased. This content provides guidelines on what is worth visiting and how best to capture experiences. Social media enables connection with other travelers, sharing experiences, and contributes to the understanding of different cultures. The methodology of the paper includes the analysis of social media, media content, surveys, and an interview with a destination marketing employee. It analyzes the success of using social media to promote northwestern Istria through the concept of Colours of Istria. The goal of this paper is to contribute to the understanding of how social media shapes the perception and experience of tourist destinations.