A Digital Blueprint for Discovery
The Government of India is spearheading a multi-pronged digital strategy designed to decentralise tourism. A central piece of this is the revamped Incredible India digital platform, which now uses AI-powered tools to offer personalised experiences, real-time
weather updates, and seamless booking integrations. On World Tourism Day 2026, the Ministry of Tourism took another major step by launching the National Digital Tourism Stack. This initiative, developed with the Open Network for Digital Commerce (ONDC), aims to create a unified open infrastructure. Instead of separate apps for hotels, transport, and attractions, this system allows any provider, from a rural homestay to a major hotel, to list their services once and be discoverable across multiple platforms. This levels the playing field, making smaller, independent operators visible to a national audience.
Spreading the Tourist Footprint
This digital infrastructure is paired with a clear mission: redirecting travellers away from overburdened sites. The 'Dekho Apna Desh 2.0' campaign was launched specifically to promote lesser-known but tourism-ready destinations. The goal is to ease the pressure on popular circuits that suffer from congestion, high prices, and strained infrastructure, especially during peak seasons. By collaborating with states to identify alternative locations with distinct appeal and adequate facilities, the initiative encourages a more balanced and sustainable model of tourism. The initial focus includes promoting new hill, coastal, heritage, and pilgrimage destinations that can sustainably welcome more visitors.
The Rise of the Social Media Itinerary
Alongside government efforts, the organic power of social media is profoundly changing how Indians find travel inspiration. According to a recent survey by zingbus, a staggering 72% of respondents reported discovering new and offbeat destinations primarily through Instagram Reels and other short-form videos. Visual platforms have become the new frontier for destination marketing, with travel influencers and content creators acting as digital tour guides. Their authentic storytelling and stunning visuals can catapult a sleepy village or a hidden waterfall into the collective consciousness, creating desire and driving search queries. This user-generated content often highlights the unique experiences—local food, crafts, and culture—that modern travellers increasingly seek.
From Reel to Reality
The journey from a viral reel to a confirmed booking is becoming smoother thanks to an expanding digital ecosystem. Initiatives like the National Digital Tourism Stack are designed to be AI-first, supporting new ways of planning trips, including through personal digital agents. The government has also signed agreements with key industry players like Airbnb, MakeMyTrip, and FlixBus to integrate services. These partnerships focus on everything from developing homestays and skilling hosts to promoting intercity mobility and creating bookable local experiences. This ensures that once a traveller is inspired to visit a new place, they have the tools to plan their entire journey, from transport and accommodation to tours and activities, often within a connected digital environment.
Putting New Names on the Map
The result of this push is a growing list of destinations gaining prominence. While once overlooked, places in the Northeast, heritage towns in central India, and remote coastal stretches are now appearing on travel itineraries. The government has piloted initiatives to empower locals as 'Paryatan Mitra' (tourism friends) and 'Paryatan Didi' in places like Orchha in Madhya Pradesh and Gandikota in Andhra Pradesh, turning community members into stakeholders. Startups focused on rural and experiential tourism are also thriving, with a significant number based in Tier II and Tier III cities. Companies like VilloTale, which promotes community-based homestays, are creating digital bridges to India’s heartlands, proving that with the right digital tools, even the most unfamiliar names can become the next great travel discovery.
