Social media influencers (SMIs) have become powerful agents in shaping tourist destination images (TDI) in the digital era. Platforms such as Instagram, TikTok, YouTube, and Facebook have enabled influencers to affect travel preferences, perceived attractiveness, emotional connection, and behavioural intentions of millions of followers. This study investigates the role of SMIs in destination image formation, focusing on how authenticity, visual storytelling, trust, engagement, and parasocial relationships contribute to tourist decision-making. Through a mixed-method approach including surveys (N=540), influencer content analysis (N=150 posts), and semi-structured interviews with tourism marketers (N=18), the results show that SMIs significantly enhance cognitive, affective, and conative image components. However, challenges include commercialization, unrealistic expectations, over-tourism, and ethical concerns. The study concludes with recommendations for destination management organizations (DMOs), influencers, and policymakers.