In recent years, social media influencers have emerged as powerful actors in the tourism industry, promoting destinations, travel products, and services to their large and loyal followings. At the same time, the tourism industry has faced growing criticism for its impact on the environment and local communities. Against this backdrop, this dissertation explores the potential for social media influencers to promote sustainable tourism practices. Specifically, it investigates the role of social media influencers in raising awareness and educating their followers about sustainable tourism, in order to see how they can promote environmentally and socially responsible ways to travel. While studying the Occitanie regional tourism committee strategy concerning digital communication, this research finds that social media influencers have the potential to be powerful advocates for sustainable tourism practices. However, the authenticity and values of the influencers are critical to their effectiveness in promoting sustainable travel practices. Overall, this dissertation sheds light on the potential of social media influencers in promoting sustainable tourism practices.