How ‘wanderlust’ influencers can reshape India’s tourism and hospitality sectors

New Delhi: Young influencers contribute immensely to the growth of the travel and hospitality industry. According to BBC, the world witnessed its first travel blog published by Jeff Greenwald in 1994. But the history of travel blogging in India goes back to the vedic era where travel was mentioned in the Rig Veda as early as 1500 BC. As human beings we love wandering and discovering new cultures and places. 

With the advent of social media, travel influencer has become the buzzword in the last decade. But the real action happened post covid lockdown, when travellers flocked to tourist destinations shaping up the ‘Revenge Travel’ trend. 

Leveraging social media platforms, the digital nomads have garnered a huge number of followers and inspired millions to travel by sharing about their journeys. Joining the mainstream digital economy, they have become an integral part of the travel and hospitality business in India. 

They are experts in storytelling and their captivating vlogs, Instagram reels, or stills from breathtaking destinations are what become aspirations for many youth who love travelling. In this time, where wanderlust has merged with digital platforms to create new trends, there is still a lot that needs to be tapped. 

The launch of the Incredible India campaign in 2002 by the Ministry of Tourism to promote Indian destinations to domestic and international travellers is one of the most trending campaigns since its launch. 

Since 2004, travel influencers in India have taken it to another level. We have seen the hidden gems and beauty of India with the eyes and camera lenses of travel influencers. The picturesque photography to share the reviews about the hotels and restaurants they visit has brought a dynamic change and surge in tourism in India.

YouTube vlogs, Instagram reels, and travel influencers have paved their way onto the mobile screens of the people in every way possible. Now, they are not subjected to domestic travellers only, with their extraordinary content, they have pushed the tourism industry of India globally. These travel influencers, especially millennials and Gen Z, can boost the hospitality and tourism sector by showcasing realness and sharing their recommendations over traditional advertising. Their endorsements can greatly affect their followers’ decisions. 

Well, the authentic, unique, and extraordinary content creators in the travel industry are now becoming the face of the tourism industry. As people are following them and visiting the places based on their suggestions and posts. 

This has also resulted in the surge of influencer marketing, which has turned their passion into a profession. The number of likes and followers is now deciding the amount they will charge. Well, everything has its pros and cons, vlogging and influencing should not be subjected to likes and followers only as sometimes the picture-perfect posts and videos are not so perfect in reality. Some ample challenges and responsibilities come along with this coveted profession. 

Now, with the emergence of conscious travel, we are also witnessing a shift from traditional wanderlust to a more mindful and sustainable approach within the young influencers. 

Social media influencers have a significant impact on shaping travel trends, it's important to understand the concept of authenticity and the idealised version of travel as the real travel experiences of the influencers can be messy and unpredictable. 

Now with the revolution of conscious travel amongst travel influencers, many influencers are showcasing the challenges faced by them and also maintaining transparency with their followers. The quest for likes, comments, and followers is good, but they need to understand they can use the power of social media to create awareness among new travellers. 

In this era of digital nomadism, travel influencers, and content creators have the authority to reshape the travel trends. They are now becoming powerful catalysts for change and also promoting responsible and sustainable tourism practices. Their content can also benefit the local communities by showcasing authentic Indian hospitality experiences. They can also influence new travellers about responsible travel behaviours by opting for sustainable dining options, eco-friendly accommodations, and stays. It will not only guide their followers about mindful travel choices but will also contribute to the local economies. 

The young influencers can also help tourists and new travellers avoid crowded popular spots by promoting lesser-known destinations. This can benefit the unexplored places economically. They can also help locally-owned businesses, hotels, and homestays by sharing their experiences and budget details amongst their followers. 

As mentioned above, they can also help in combating the issue of over-tourism by showcasing the travel destinations during off-peak seasons as well, which can eventually help in distributing tourist numbers evenly throughout the year. 

Recently, videos were circulating over the internet in which piles of garbage were seen at tourist places during the peak season. Influencers can also spread awareness about waste management amongst their followers. In short, Travel influencers wield immense power in reshaping the tourism industry and driving positive change in promoting responsible travel. 

Particularly, young influencers can play a pivotal role in significantly influencing travel behaviours and driving growth in the hospitality sector. Undoubtedly, travel influencers represent the future of the tourism and hospitality industry.