Social Media Influencers (SMIs) have emerged as powerful forces in the digital landscape, rapidly becoming pivotal players in marketing strategies. Consequently, it is crucial to understand the underlying dynamics that enable SMIs to captivate and influence their audiences. Through the netnographic analysis of comments and posts of two leading travel SMIs, this study offers a cross-cultural perspective on an exploration of SMIs' influence in the tourism context. By drawing upon theories of social connection and social influence, the research unveils how travel SMIs leverage social connections, express values, and disseminate information to exert their influence in nuanced ways. Findings provide valuable insights into the magic behind SMIs' social influence, offering guidance for optimizing SMI partnerships and crafting effective tourism marketing strategies.