Affiliation:
1. Department of Mass Communication, Sharda University, Greater Noida, India
Abstract
The emergence of bleisure travel as a trending concept has propelled Jammu and Kashmir's appeal among travellers, with social media influencers and travel agencies adeptly showcasing the region's potential for blending business and leisure experiences through social media platforms like Instagram. Through innovative approaches and engaging content, the use of social media has not only reshaped travel narratives but also contributed to the sustainable growth of tourism in the region. By leveraging the visual appeal and wide reach of social media, influencers, travel agencies, and tourism authorities have successfully promoted tailored travel packages, highlighted adventure tourism, and showcased the region's infrastructure and amenities. In conclusion, this research illuminates the transformative power of digital platforms in influencing destination preferences and experiences, leading to a clearer knowledge of the growing relationships between social media influencers and emerging travel trends.