- Social media is used as a means to interact, communicate, and build a network through online communication media. One phenomenal social media in 2015 is Instagram. The communication system in Instagram is to share photos with friends in the media and writing messages through comments on uploaded photos. One form of social media used to disseminate tourism information netizen is Instagram. Many a traveler now joined ranging traveled after seeing photos on Instagram. Instagram felt to be an effective platform to disseminate tourism information. This study aims to describe the role of instagram to attract tourists to visit attractions in Yogyakarta. Method combines qualitative and quantitative research. Technique data collection was done by questionnaire and observation instagram account. Analysis of the data used is descriptive. The results obtained are largely perceived role instagram is a reference and information, the response is perceived cognitive and expectations of respondents to photo uploaded in instagram is something to see.