Social media are an integral part of our daily lives, with people spending between 1 and 3 hours a day on them, depending on their age. While these networks are primarily a way of keeping in touch with friends and family and filling in free time, their purpose is also aspirational. According to the latest survey published by We Are Social, 35% of Internet users use social media as a source of inspiration for their next trip. And now the leading trendsetters are the travel influencers who make and break trends in the tourism sector. Whether macro or micro, they are playing an increasingly central role in promoting destinations and tourist establishments to young and old alike.