How Jharkhand Is Turning Influencers into Its New Tourism Ambassadors

The Jharkhand government has launched the Influencer Engagement Programme 2025 to promote the state’s tourism sector through social media platforms. The initiative aims to showcase Jharkhand’s natural landscapes, cultural heritage and traditional practices to audiences in India and abroad. Officials said the programme is designed to tap into the growing influence of digital creators in shaping travel decisions and cultural narratives.

Financial Support for Selected Creators

Under the programme, selected influencers will receive financial honorariums ranging from Rs 3 lakh to Rs 10 lakh. The final amount will depend on the creator’s category, including nano, micro, macro or mega influencers, as well as content quality, audience reach, views and engagement levels.

The government believes this structured incentive model will encourage high-quality, authentic storytelling around the state’s tourism offerings.

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Platforms and Creator Categories

The scheme is open to active content creators on platforms such as Instagram, Facebook, YouTube and X. Priority will be given to travel vloggers, bloggers, food and culture influencers, and short-form video or reel creators who can creatively highlight Jharkhand’s destinations and traditions.

Officials noted that both national and local creators are encouraged to apply.

Focus on Culture, Nature and Heritage

The tourism department expects the initiative to bring wider attention to Jharkhand’s scenic locations, tribal traditions, folk art, festivals and regional cuisine. The state has identified 528 tourist destinations for the campaign, grouped across four categories.

These include natural landscapes such as Netarhat, wildlife zones like Hazaribagh and Betla National Parks, religious sites including Baidyanath Dham and Trikut Hills in Deoghar, and heritage locations such as Rajrappa, Maluti temples, Parasnath, Lugu Buru and McCluskieganj.

Creators are also encouraged to highlight tribal festivals like Sarhul, Karma and Sohrai, which reflect the state’s cultural diversity.

Logistical Support From the Government

To support participating creators, the Jharkhand Tourism Development Corporation will provide two days of free accommodation at its hotels. Travel support through government vehicles and assistance from the forest department and eco-tourism authorities will also be extended.

Officials said these measures are intended to make content creation smoother while ensuring responsible access to sensitive ecological and cultural sites.

Boost for Local Youth and Rural Economy

The government expects the programme to benefit local youth by offering opportunities to monetise their creative skills while acting as cultural ambassadors for the state. The initiative also aims to involve rural communities, generate employment at the local level and contribute to village-level economic development.

Building a Distinct Tourism Identity

By leveraging social media storytelling, the Jharkhand government hopes to build a stronger and more distinct tourism identity in a competitive national and global market. The programme positions creators as key partners in shaping how the state is discovered, experienced and remembered by travellers.