The objective of this investigation is to evaluate the strategic marketing communications of the Indonesian tourism industry in the context of virtual influencers, with a particular emphasis on Thalasya Pov and Arbie Seo. Particularly, emphasises the significance of these influencers in the marketing sector. Investigates the potential of artificial intelligence (AI) to enhance brand exposure and audience engagement. Investigates the social media content that these influencers post on their respective platforms by employing a qualitative approach and Thematic analysis. Identifying essential themes, engagement strategies, and cultural representations that are pertinent to the younger generation in Indonesia is the objective of this study. The findings indicate that Thalasya and Arbie are capable of effectively leveraging their virtual personalities to establish emotional connections with their followers, which subsequently affect consumer behaviour in determining their travel preferences. The significance of authenticity and relevance in brand agreements negotiated by virtual influencers is underscored in the context of marketing communications in this study. This study’s results suggest that virtual influencers have significant potential as a distinctive marketing instrument in the tourism sector, and serve as the foundation for additional investigations into the dynamics of influencer campaigns based on artificial intelligence in the constantly changing digital landscape.