With the expansion of social media and the increasing reliance of younger generations on these platforms for travel information, Instagram has emerged as one of the primary sources of inspiration and decision-making for destination selection. Influencers, due to their consistent content production, visual appeal, and ability to build trust among followers, play a significant role in directing the attitudes and preferences of young tourists. This study is applied in purpose and descriptive-survey in methodology. The statistical population consists of young individuals aged 18–35 in Zanjan who follow tourism influencers on Instagram. Data were collected through a standard questionnaire and analyzed using structural equation modeling. Findings indicate that visual content quality, narrative style, influencers’ personal experiences, and audience engagement are the most influential factors in shaping young people’s attitudes toward urban tourism destinations. Results showed that influencers’ content redefines young people's mental image of Zanjan’s urban attractions. Presenting landmarks such as the Soltaniyeh Dome, the historical bazaar complex, cultural spaces, and local cafés through high-quality visuals and personalized storytelling enhances the perceived attractiveness of the destination and fosters a positive attitude toward traveling to Zanjan. Moreover, the level of trust in influencers plays a decisive role in message acceptance and attitude change. The analysis demonstrates that influencers not only modify initial attitudes but also increase intention and willingness to visit the destination. Overall, Instagram influencers serve as an effective source influencing young tourists’ attitudes and decision-making, and leveraging their potential can contribute to improving destination image and developing urban tourism in Zanjan.