Social media channels have become a central force in influencing travellers' perceptions of attractions and determining their experiential travel choices. This research primarily explores the complex association between user-generated content, influencer marketing, and online suggestions in creating tourist decisions. In today’s era social media influence traveller’s choice of destination based on the partial glimpse they get through online channels. This study proposes a conceptual model that exemplifies the process through which social media influence travel perceptions and choices. In addition to it, this highlights how the participatory nature of social channels fosters a sense of connection with destination while reducing uncertainty, and improving travellers’ emotional associations to destinations prior to actual visits. Further, the study identifies how influencers and reviews contribute to the desirability of travel memories. By combining insights from social media, marketing, and psychology this paper provides a deeper understanding of the travel decision-making process through virtual platform.