In today's digital age, Generation Z, which includes young people born between the mid-1990s and early 2010s, is increasing lyusing socialmedia and online platforms to inform their travel decisions. This thesis analyzes the contribution of influencers in shaping the preferences of generation Z when choosing tourist destinations. Influencers, who are usually present on platforms like Instagram, YouTube and others, play a key role in creating a destination's visual identity, providing authentic stories, images and reviews. Generation Z values personal experience and authenticity, so influencers become a powerful channel through which young travelers gather information about destinations. Through analysis of the influence of influencers on Generation Z, research shows that reviews, recommendations and personal experience of influencers are often key factors in the travel decision making process. Also, the research studies different types of influencers, such as travel writers, adventurers, food and lifestyle influencers, and how each category affects the preferences of Generation Z. In addition, theissue of trust that young travelers place in influencers is also addressed, as well as the need for authentic content. Through the analysis of the dana collected through the survey, the research provides an insight into the complexity of the influence of influencers on the choice of a tourist destination among Generation z, emphasizing the importance of digital marketing and presence on social network sin the tourism industry.