<![CDATA[ABSTRACT This study aims to determine whether uploading photos of the Malela waterfall natural tourism on Instagram social media has a significant effect on the interest in visiting Generation Z in Cipongkor District. The independent variable used in this study was the upload of natural tourism photos of Curug Malela (X) and the dependent variable in this study was Visiting Interest (Y). This research is a quantitative research with causal associative research approach, namely research that aims to determine the influence between two or more variables, where there are variables that influence and are influenced. The population in this study is Generation Z in Cipongkor District with an age range of 15-24 years, totaling 20,714 people and the sample used is 99 respondents with the sampling technique using simple random sampling. The analysis used is simple linear regression analysis. Based on the results of the t test in this study, the sig t value. 0.000 <0.05, which means that the Photo Upload variable has a significant effect on the Visiting Interest variable. Keywords: Social media; Generation Z; Tourist attraction; Interested Visit]]>
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