ROLE OF DIGITAL MEDIA IN INCREASING TOURISM IN UTTARAKHAND

The role of digital media in enhancing tourism has emerged as a critical area of exploration, particularly for geographically and culturally rich destinations such as Uttarakhand. This study examines how digital media platforms including social networking sites, travel blogs, video-sharing channels, mobile applications, and official tourism websites contribute to increasing tourist awareness, engagement, and footfall in Uttarakhand. The research highlights that digital media has transformed tourism marketing from traditional, one-way promotional methods to interactive, user-generated, and data-driven communication. With travelers increasingly relying on online information, reviews, virtual tours, and influencer recommendations, Uttarakhand’s unique ecological, spiritual, and adventure tourism offerings are reaching global audiences more effectively than ever before. The study also investigates the role of state led digital campaigns such as “Simply Heaven Uttarakhand,” along with independent travel content creators, in shaping visitor perceptions and promoting sustainable tourism practices. Findings suggest that digital media significantly influences tourist decision making, enhances destination branding, and supports economic growth in remote mountainous regions. However, challenges such as misinformation, digital divide, and uncontrolled tourist influx underline the need for regulated and responsible digital tourism strategies. This research contributes to understanding how Uttarakhand can leverage digital innovations to build a resilient, community-oriented and environmentally sustainable tourism ecosystem.