Influencers’ promoting tourism in AP

Phase 1 (Dec 2025): 11 influencers toured Visakhapatnam, Araku Valley, and Lambasingi, generating over 4 million views across 80–100 videos

Phase 2 (Jan 2026): Focused on the Konaseema region during Sankranti. Coverage of local traditions like Prabhala Theertham garnered over 5 million views from just 30 reels 

Reach: Influencers from across India (Delhi, Assam, Maharashtra, etc.) with followers ranging from 300,000 to 600,000 participated

The campaign triggered over 1,000 booking inquiries within a single month

The Andhra Pradesh Tourism Department has launched a pioneering initiative aimed at transforming the state’s lesser-known rural destinations into prominent tourist attractions. Moving beyond conventional promotional methods, the department has partnered with the organization Volunteer Yatra to implement a dynamic influencer-led digital campaign, which has already delivered impressive results.

Tourism, Culture and Cinematography Minister Kandula Durgesh stated that the government’s vision is to expand tourism beyond a few popular spots and turn every village in Andhra Pradesh into a potential destination. Under the guidance of Special Chief Secretary Ajay Jain and Managing Director Amrapali Kata, the department adopted a cost-effective strategy to showcase the state’s cultural and natural richness to a national audience.

The campaign was executed in two phases, featuring prominent social media influencers from across the country. In the first phase, held from December 13 to 20, 2025, eleven influencers from Delhi, Rajasthan, Assam, Maharashtra, Telangana, Uttar Pradesh and Madhya Pradesh toured Visakhapatnam, Araku Valley and Lambasingi. Their travel experiences were documented through 80-100 high-quality videos, drone shots and cinematic reels, collectively garnering over 4 million views. With follower bases ranging from 3,00,000 to 6,00,000, these influencers played a key role in putting Andhra Pradesh’s scenic destinations on the national map.

The second phase focused on the vibrant Sankranti festivities in the Konaseema region from January 13 to 17, 2026. Influencers from cities such as Ayodhya, Kolkata, Mumbai and Odisha captured the essence of local traditions, including Bhogi bonfires, Prabhala Theertham celebrations and rural customs. Their coverage of locations like Atreyapuram, Antarvedi and Rajamahendravaram resulted in more than 5 million views from just 30 reels, bringing nationwide attention to Konaseema’s cultural heritage.

Minister Durgesh credited Chief Minister N. Chandrababu Naidu and Deputy Chief Minister Pawan Kalyan for encouraging innovative, low-cost promotional models. He noted that the influencer campaign generated over 1,000 booking enquiries within a month, which were promptly routed to registered tour operators. This has directly benefited local homestays, tribal guides and artisans, providing new employment opportunities and boosting the rural economy.

The initiative has also helped the Tourism Department create a valuable digital content bank showcasing authentic experiences across the state. Encouraged by the success, officials are now planning to expand the program by developing “Art Villages” and strengthening the homestay network in collaboration with Volunteer Yatra.

So far, 80 videos have been produced in the Visakhapatnam circuit and 30 in the Konaseema circuit, attracting more than 9 million viewers nationwide. Tourism officials confirmed that several more unexplored destinations will be promoted through similar campaigns in the coming months.