In today's digital age, social media has become crucial in shaping travelers' decisions and attitudes. By creating authentic content and sharing personal experiences, travel influencers significantly impact the inspiration and preferences of their followers. Their ability to generate a desire for travel through engaging content directly influences consumer decisions. Authenticity is essential, as consumers value genuine and relevant recommendations based on personal experience. Influencers' expertise in specific areas, such as the tourism and travel sector, helps convince followers of the value of destinations. Emotional connections built through interactions with followers further strengthen this influence. Tourist destinations and organizations increasingly use travel influencers as key partners to promote their offerings. Influencers contribute to creating compelling and persuasive content that reaches a broader and more engaged audience. Travel influencers play a vital role in promoting sustainable tourism. By advocating for responsible behavior, eco-friendly practices, and lesser-known destinations, they provide authentic experiences without the negative impacts of mass tourism. This approach helps preserve natural and cultural resources and supports sustainable initiatives. Content on social networks can influence consumer behavior, preferences, and thus the choice of a tourist destination. By sharing experience, advice, and recommendations through social networks, they play an important role in the marketing of a tourist destination, and provide followers with information and first-hand experiences, which makes it easier to choose attractions, restaurants, accommodation, and the final destination.