This study examined the influence of social media on domestic tourism choices among Ugandans, with a specific focus on Jinja District in Eastern Uganda. The study was guided by objectives to determine the influence of social media content on destination awareness, to assess the role of user-generated content in shaping tourism destination selection, and to evaluate the effect of social media marketing by tourism businesses on tourist visitation decisions. A cross-sectional survey design was used. A sample of 160 respondents comprising domestic tourists, tourism enterprise owners, and tourism promotion officers was selected using stratified and purposive sampling techniques. Questionnaires and interview guides were used for data collection. Data were analyzed using descriptive statistics, Pearson's correlation, and multiple linear regression. Results indicate that social media content (β=0.436, p<0.01), user-generated content (β=0.352, p<0.01), and social media marketing (β=0.301, p<0.05) significantly influence domestic tourism destination choices, with the model explaining 63.4% of the variance (R²=0.634, F(3,156)=90.12, p<0.001). The study recommends that Uganda Tourism Board, district tourism offices, and tourism businesses enhance their social media presence, content quality, and engagement strategies to attract more domestic tourists to Jinja and similar destinations.