This study critically determines the influence of social media on tourists in the UK. It examines how social media platforms impact decision-making and provides recommendations for the tourism industry. The study focuses on the importance and relevance of social media for tourists, the influence of social media on the decision-making process, and the role of social media in improving the operations of the tourism industry. The study also explores how the emerging population of GEN Y and GEN Z relies on the internet for tourism.