Social media is becoming more prominent in the daily lives of consumers and can plays a major role in forming impressions about tourism destinations. This is especially true during the current pandemic, when traveling is restricted and people increase the time they spend online. Recently, there has been a shift towards more visual content on social media, as apparent by the fast-growing popularity of social networks like Instagram, which is largely a photo sharing site. This shift indicates that destination marketing organizations need to take into consideration how photos of their destinations can influence consumers’ destination image. The goal of this paper is to find out whether the perception of destination and visit intention change after seeing photos of a destination and determine the effect that social media has on these components.