This paper analyzes the factors influencing the selection of appropriate influencers in the tourism and hospitality industry, proposing a four-step framework that considers both company and influencer criteria and emphasizes the importance of company-influencer fit. The study adopts a qualitative approach, involving eleven interviews with experts from influencer agencies and tourism and hospitality companies to design the initial framework. To validate the framework, feedback from five additional experts was incorporated. The findings present a validated framework for planning successful influencer marketing campaigns by focusing on brand and influencer alignment. This study addresses the need for a theoretically guided and structured process for influencer selection, providing marketers with a valuable tool for aligning influencers with brand values. The framework has actionable implications for practitioners, offering a structured approach that enhances the effectiveness of influencer marketing in the tourism industry.