The aim of this research has been to explore and further describe the use of Instagram for destination marketing. The purpose of this study was to better understand how marketing objectives can be achieved using Instagram. Based on the research question a literature review was formed. Methodologically a quantitative approach was used. The data was collected from the Instagram account of Swedish Lapland. The finding indicates that Instagram is a place where people find new travel destinations, the app is one of the primary sources of this information and some people buy trips with the information they find on the app.