Introduction: Buyer personas, semi-fictional representations of customers, have become essential in digital marketing to personalise strategies and improve the relationship with consumers through greater precision in segmentation. The objective of this work is to develop buyer personas to propose the profile of a virtual influencer for the city of San Miguel de Allende, Mexico. Methodology: The multiple cross-sectional descriptive research design is based on collecting official qualitative and quantitative data published by the “Ministry of Tourism” and the “Guanajuato State Tourism Observatory”, to know the profile of the tourist of the city of San Miguel de Allende, and analysing online behaviour to identify behavioural patterns and develop buyer personas to refine the initial proposals using techniques of digital ethnography and data analysis, thus creating detailed and accurate profiles of ideal customers. Results: Through the proposed methodological framework, it is possible to provide marketers with a practical tool to create virtual influencers based on buyer personas. Discussion: The buyer persona can be the basis for building a virtual influencer to promote destinations and tourism. Conclusions: Buyer personas are a powerful tool for understanding and delivering personalised customer service in a dynamic digital environment, and are now even more essential in the implementation of digital marketing strategies.