AbstractPurposeSocial media has taken advertising in travel and tourism to entirely new heights. People and companies advertise destinations and share experiences through videos, images, and blogs. The present study aims to examine the impact of social media advertising on travellers’ behaviour, choices, and perspectives. It examines how strategies such as influencer marketing and user-generated content influence attitudes toward travellers and, consequently, purchasing behaviour. It also gauges the effectiveness of social media advertising on forming travel fantasies and preferences, given that real-time sharing influences travel experiences.Design/MethodologyThis study adopts a qualitative research methodology that systematically reviews and assesses the literature linking social media, advertising strategy, and tourists’ behaviour. It involves setting up case studies, papers, and industry reports to establish a framework that predicts tourists’ behaviour due to social media advertising.FindingsBased on the analysis of findings from various disciplines, including social media marketing, advertising, and tourism studies, this research aims to establish and elucidate the unspoken connection between social media advertising and travellers. More specifically, the present study’s findings provide valuable insights for travel brands, marketers, and other relevant stakeholders to design and implement superior yet ethical advertising practices, ultimately enhancing the travel experience.ImplicationsAccording to the findings suggested in this case study, the travel industry and social media marketing strategies are going to be affected by the following: First, there is a possibility to enrich social media advertising as one of the most effective means to shape travellers’ behaviour and their decision-making. Hence, social media advertising should be viewed as part of the marketing mix by travel companies that wish to make a positive impression on their target audiences.
Swain et al. (2025) studied this question.