The power of creators: How reels are crafting real travel choices

Travel-food content creators are the new tourism ambassadors, summarised an engaging discussion at the India Today Tourism Survey & Awards 2026 in Goa

At the India Today Tourism Survey & Awards 2026 held in Goa on June 14-15, travel and food creators Rupali Dean and Anubhav Sapra discussed the growing influence of content creators in shaping travel choices and promoting domestic tourism.

Both speakers agreed that creators have become powerful tourism ambassadors because audiences relate to them more closely than traditional celebrities. Their influence stems from authenticity and first-hand experiences, with followers trusting recommendations that are rooted in genuine exploration rather than marketing campaigns.

Dean, a travel influencer, shared how a simple post about a small Kashmiri restaurant led to a steady stream of customers for the establishment, illustrating the tangible impact creators can have on local businesses.

Sapra, who founded Delhi Food Walks, emphasised that meaningful travel content goes beyond showcasing destinations and focuses on immersive cultural experiences. Drawing from his work with Delhi Food Walks, he challenged stereotypes around Indian street food, arguing that hygiene standards and responsible practices can make street food experiences safe and memorable. He also highlighted how content creation has helped spotlight lesser-known culinary traditions, citing examples from Bihar where local food entrepreneurs gained national recognition and business growth after being featured in his work.

The session, ‘From reel to real: How creators are rewriting India’s domestic tourism story’, also examined ways to strengthen domestic tourism. Dean stressed on the need for better infrastructure, improved accessibility to remote destinations, professionally trained guides, and greater support for homestays. She argued that India’s luxury hospitality sector already rivals global standards, but destination management and visitor experiences could still improve. Sapra added that Indians themselves must become advocates for their own culture, heritage and cuisine, using social media to tell local stories and inspire travel within the country.

Addressing concerns around sponsored content, both creators stressed on the importance of transparency and credibility. They maintained that while paid collaborations are a legitimate part of the creator economy, audience trust depends on honest reviews and authentic storytelling. The session ultimately underscored how digital creators are increasingly shaping tourism narratives and driving discovery of hidden destinations, local cultures and regional cuisines across India.

FIVE KEY TAKEAWAYS

* Travel creators have become powerful tourism ambassadors. * Authenticity is the currency of influence. * Food is one of India’s strongest tourism assets. * Better infrastructure and destination management are essential. * Domestic tourism needs a collective push.

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Published By:

Yashwardhan Singh

Published On:

Jun 19, 2026 19:22 IST