The subject of the thesis is the role of influencers on social media in the process of deciding on a tourist destination by Generation Z. As such, Generation Z represents part of the world's population born between 1995 and 2010, and in the time ahead, it will slowly take over the world labour market, so it is interesting to observe their actions and ways of thinking, especially purchasing decisions. Today, influencers operate in almost all categories that exist. In the context of tourism, they are important in the phase of information search, i.e. when people are planning a vacation. With their posts, they can reduce the fear of the unknown, such as language barriers, territorial distance, and security. In just a few posts in the form of photos and videos, they "filter" the most interesting facts and points of interest of a certain destination to their followers, suggest a combination of travel arrangements, and give numerous tips. Therefore, travel influencers have attracted the attention of different stakeholders in tourism, who engage them more and more often. The aim was to investigate the role of specialized influencers, i.e. travel influencers on social media when making a purchase decision of a tourist destination for travel among Generation Z. The research was conducted on a purposive convenience sample of 213 respondents of Generation Z members. The results revealed that a large number of respondents follow influencers on social media but believe that they have no role in choosing a tourist destination or are indifferent. Considering the limitations of the work (in terms of the type and size of the sample), these results are indicative.