Istria is the leading Croatian region when observing the overall overnight stays and tourist arrivals. Research has shown that the number of tourists who are visiting Istria because of the gastronomic experience is continuously rising. Due to this fact, gastronomy tourism is becoming a crucial selective type of tourism, that has a big potential for extending the tourism season and generate additional income in tourism. To achieve this, it is necessary to build strong marketing strategies, which involve the usage of social media. In fact, social media networking sites and blogs offer varied possibilities to essential stakeholders in tourism for shaping creative marketing content and attract tourists to the destination. In this thesis, the promotion of the tourist offer was being analyzed through official web pages of local Istrian tourist boards and the representativeness of gastronomy tourism on them. Moreover, the results of deep shaped interviews with the directors of local Istrian Tourist Boards and the marketing manager of the Regional Istrian Tourist Board were carried out. The results indicate that social media networking sites represent the key channel for the promotion of the gastronomic tourist offer in Istria, whereby the sharing of photos and videos in which the indigenous Istrian cuisine can be seen is being emphasized. Istria has also recognized the importance of hosting blogers for the promotion of its gastronomic tourist offer and for that purpose is implementing the yearly infuencer campaign Share Istria. It is suggested to create a web page about Istrian gastronomy by implementing additional tools that are being offered by social media networking sites and blogs to further improve the online promotion of gastronomy tourism in Istria.