The aim of the research is to measure how Russian tourists use Instagram and whether it has an influence on their decision-making process of leisure destination. Furthermore, to find out how tourism organisations use Instagram for business and to offer suggestions for their development.

Theoretical research includes discussion of consumer behaviour, motives to travel, push and pull factors, and decision-making process. Concept of Instagram is deeply described, its key features, content creation and marketing strategies.

Quantitative method was used for the research. Two surveys were created to gather re-quired data, one for Russian tourists in age group 18 - 40 and another for tourism organisa-tions. First survey was distributed on Instagram and received 104 responses of target group, second survey was sent by email and received 8 responses.

Russian tourists are active Instagram users and 82% of respondents check Instagram at least every couple of hours. Instagram has an influence on target group as 30% of the re-spondents consider it as important. On the other hand, companies have a lot of challenges in Instagram usage and need to get more knowledge about it.

In conclusion, Instagram is a great platform to target Russian tourists, therefore companies should consider improving their brand awareness by doing paid advertisements and collab-orating with influencers among tourism field.