This study aimed to determine the forms of promotion on social media Instagram by the tourism office to promote tourism in Lampung Province. To find out the obstacles experienced by the Lampung Province tourism office in promoting tourism in Lampung Province, to determine the level of success of the tourism office in conducting tourism promotion in Lampung Province using social media Instagram. The method used in this research is the descriptive qualitative method. This qualitative research is descriptive, using secondary data as a reference. Secondary data collection techniques are carried out using literature study techniques, including literature data in journals, books, articles, and news related to research. Researchers found that a form of promotion is advertising, sale promotion, publicity, and promotion through social media, especially Instagram, which effectively stimulates attention. However, Instagram is still not practical at the stages of interest, desire, and action. Promotion through Instagram creates trust for consumers because there are many user testimonials and comments for users to find out more information. Images with HD features look attractive, and the captions accompanying images or video posts also add to the appeal. The obstacles are external and internal. The level of success, seen from the large number of tourists who come and can be visited from how many likes the community gives, or how many impressions the community leaves and the many followers on the account, the success rate of promotion using social media is flourishing.