Introduction: The use of social media influencers (SMIs) has become an important part of digital tourism marketing. Influencers shape how destinations are perceived and chosen by potential travellers through visual content, personal narratives, and audience engagement. This review examines how influencer characteristics, platform dynamics, and psychological mechanisms influence tourist decision-making, destination image formation, and behaviour.

Methods: This paper follows a systematic literature review design. No primary data were collected. Peer-reviewed articles published between 2010 and 2024 were identified using databases such as Scopus, Web of Science, and Google Scholar. After applying inclusion criteria focused on tourism, social media influencers, and destination marketing, 38 academic sources were selected. A thematic synthesis was used to group findings into theoretical frameworks, influencer classifications, psychological processes, platform-specific impacts, and industry strategies.

Results: Findings indicate that influencers affect destination selection by shaping cognitive and affective destination images, triggering emotional and social psychological responses such as FOMO and identification, and influencing behaviour across the travel decision-making stages (dreaming, planning, booking). Influencer typologies, platform-specific features (e.g., Instagram’s visual focus vs. YouTube’s depth), and campaign strategies by DMOs are key factors in determining effectiveness. ROI is measured through engagement metrics, reach, sentiment analysis, and booking-related conversions, though long-term loyalty impact remains difficult to capture.

Conclusion: Social media influencers significantly influence how destinations are discovered and chosen. Their effectiveness depends on credibility, content relevance, and audience alignment. However, gaps remain in the literature, including underrepresentation of the Global South, limited longitudinal studies, and a need for more mixed-methods research. Future studies should explore virtual influencers, immersive digital environments, niche communities, and the role of influencers in promoting sustainable and ethical tourism.