The utilisation of social media platforms has emerged as an essential tool for attaining success in the modern business environment. The primary objective of this research endeavour is to examine the possible inclination of individuals towards utilising Instagram as a means to choose a travel destination. The present study is predicated upon a self-administered survey conducted among a sample size of 242 individuals. According to the findings derived from the regression analysis, it can be concluded that the Tour Operator Generated Content (TOGC) holds the highest level of significance regarding its impact on the explanation of variance in individuals' attitudes towards destination selection. The present study's findings offer significant insights for marketers and businesses in the travel industry.