Tourism is a strategic sector contributing to economic growth, making destination image a crucial factor in increasing tourists\\\\\\\' intention to visit. Nusa Tenggara Timur (NTT) Province possesses authentic natural and cultural attractions, supported by the growing use of social media for destination promotion. However, limited evidence from Nusa Tenggara Timur, inconsistent empirical findings, and insufficient attention to first-time visit intention highlight the need for further investigation. This study aims to analyse the influence of authenticity and social media on destination image and its impact on visit intentions in Nusa Tenggara Timur Province. This study employed a quantitative approach with an explanatory research design and data collection through a questionnaire survey. A total of 196 respondents who met the research criteria were selected using quota sampling techniques. The data were then analysed using Partial Least Squares, Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4 software. The results showed that authenticity had a positive and significant effect on destination image. Social media was also shown to have a positive and significant effect on destination image. In addition, destination image had a positive and significant effect on visit intentions. Research findings indicate that authenticity is the most influential factor in shaping destination image compared to social media. The results also indicate that destination image plays a significant role in driving increased tourist intention to visit destinations in Nusa Tenggara Timur Province. This research suggests that destination managers and tourism stakeholders should strengthen destination image by enhancing destination authenticity, encouraging meaningful interactions with local communities, and optimizing social media to communicate authentic tourism experiences, thereby increasing tourists\\\\\\\' intention to visit.