Srinagar, June 24: A powerful social media movement has been launched by local and non-local influencers to revive Kashmir’s tourism.
#ReviveKashmirTourism has been launched to attract tourists and project Kashmir as a safe destination.
In May, the picturesque valley witnessed a sharp decline in tourist footfall—dropping nearly to zero—amid safety concerns and widespread cancellations. However, with the onset of summer and improving conditions, Kashmir-based vloggers and Instagram ‘reeloholics’ have launched a grassroots campaign to showcase the region’s serene landscapes, bustling local markets, alpine meadows, and the peaceful rhythm of daily life.
These digital storytellers, many of whom have built large followings through visual narratives, are using platforms like Instagram, YouTube, and Facebook to present a counter-narrative—one of resilience, beauty, and normalcy.
Kashmiri filmmakers and travel influencers, equipped with drones and DSLRs, are capturing everything from shikara rides in Dal Lake to sunset views in Gulmarg, hoping to restore confidence among potential travellers.
Among the local influencers is Manan Khan, who has over 40,000 followers and is known for documenting nature in a very cinematic and professional way.
“I saw many Instagrammers showcasing the summer beauty of Kashmir with the hashtag #ReviveKashmirTourism. I too joined and traveled to multiple locations on weekends to make reels, which get a good traction,” he said.
Joining them are non-local influencers who are not only documenting their journeys but also publicly endorsing Kashmir as a must-visit summer destination.
Among the most notable is arbaazvlogs, an Instagram influencer with over 619,000 followers. Arbaz Khan has been constantly vlogging apart from regular reels, showcasing the security and beauty of Kashmir.
Another travelogger, Wander Da, an Instagram influencer with over 559,000 followers, known for motorbike-based travel content too, is camping in Kashmir.
Currently touring Kashmir, Wander Da’s high-definition reels have gained traction across social media, attracting thousands of views and positive engagement.
Tourism stakeholders believe this campaign could help revive a crucial sector of Jammu and Kashmir’s economy. “What we’re seeing is people using the power of visuals and personal storytelling to undo fear and replace it with curiosity and admiration,” said Umer Malik, a local travel agent.