This research project explores the impact of social media marketing on consumer decision-making within the travel and tourism sector. It examines how social media platforms influence travel choices, reviews, and overall customer experience. The study utilizes a combination of qualitative and quantitative research methods, including a survey of UKCBC students, to gather insights into the role of social media in shaping travel preferences. The findings highlight the significant influence of social media on consumer behavior and provide recommendations for tourism organizations, such as Thomas Cook, to leverage these platforms effectively.