Azerbaijan’s tourism industry, rich with cultural heritage and breathtaking landscapes, is increasingly leveraging digital platforms to attract a global audience. Instagram, with its visually driven interface, has emerged as a powerful tool for destination branding and engaging potential travelers. This study investigates the role of Instagram as a pivotal digital marketing tool in promoting Azerbaijan’s tourism industry. Drawing from a survey with tourists visiting the country, the research explores how Instagram’s visual storytelling and influencer partnerships shape travel decisions and perceptions of Azerbaijan as a destination. Findings reveal that while the platform effectively highlights the country’s cultural heritage and natural beauty, gaps remain in leveraging user-generated content and targeting diverse demographics. By addressing these challenges, Azerbaijan can enhance its digital marketing strategies to attract and engage a broader global audience. This paper contributes to the understanding of social media’s impact on tourism and offers actionable insights for destination marketers.