Influencer marketing is becoming an increasingly hot topic, and it is of crucial importance for companies to understand and manage the trends that govern it. Since 2016, Extreme Srl has conducted a survey on influencers in the travel industry and beyond. Summarising the huge amount of data produced reveals to industry operators the trends and real numbers that are concealed behind posts and glossy photos. We will discover who the top influencers in Italy are, share the method used to compile the survey, and present data on the travel industry compared with other sectors.