A new journal article by Li, Pierre and Karen in the **Journal of Hospitality and Tourism Research** investigates the use of virtual influencers in tourism marketing. Virtual influencers, who are computer-generated characters with significant social media followings, present several advantages over human influencers, such as the ability to work non-stop with multiple brands and not being restricted by physical boundaries. They have already seen widespread use in beauty and fashion industries, and their use in the tourism industry is growing. The study found that social media users generally respond positively to virtual influencers in tourism-related posts, especially when ethical concerns are addressed. The success of virtual influencers also depends on the perceived human likeness and a focus on tourism elements rather than self-promotion.