This study examines the Kalibiru Nature Tourism online promotion strategy through Instagram from 2015 to 2018 in increasing the number of tourist visits as one of the most popular tourist destinations in Kulonprogo. The use of Instagram as an online promotion media is an appropriate strategic step in terms of the large number of Instagram users in Indonesia who are second only to Facebook. In the first year the Kalibiru manager used Instagram as a promotional media, a significant increase in the number of visitors. But the increase in visitors did not last long and continued to decline until 2018. This research was conducted to describe how the implementation of online promotion strategies that have been run by the Kalibiru manager. This study uses an online promotion planning theory framework to analyze online promotion activities and planning carried out by Kalibiru managers in increasing the number of tourist visits. The research method used is descriptive method with a qualitative approach. Data sources came from interviews and documentation. The informant is the managing staff of Kalibiru who is responsible for managing the Instagram account @wisatakalibiru. The researcher used data analysis techniques with the Miles and Huberman analysis models. The credibility of the data is tested by technical triangulation and time. The results of the study indicate that the planning and implementation of the online promotion strategy through Instagram has not been implemented optimally by the Kalibiru Nature Tourism manager. Planning that is not systematically designed, the implementation of the promotion has not been consistent. Therefore, promotion efforts through Instagram have not provided significant results according to the intended target or goal