An attempt at using power of social media to revive tourism
Munish Sood
MANDI:
Manali, an international tourist destination known for its snow-clad peaks, adventure sports and serene beauty, is making a bold comeback. After three turbulent years of fluctuating tourist seasons and devastating natural disasters, Manali’s tourism stakeholders have come together to rewrite the narrative.
For the first time ever, Manali is hosting a three-day ‘Influencer Meet-Up’ from October 15 to 17, an independent initiative fully organised by local hoteliers, taxi operators, paragliding associations and other tourism bodies — without any government or administrative funding.
Hoteliers harness power of social media
This pioneering effort aims to use the power of social media to showcase Manali as a safe, open and thriving destination once again. Around 70 influencers — 35 from within Himachal Pradesh and 35 from across India — have gathered here to experience Manali first-hand and share its true picture with the world.
The event is being coordinated by Roshan Lal Thakur, a leading hotelier and convener of the organising committee, who said that this is a people-driven movement to rebuild confidence in Manali’s tourism industry. “This meet is not backed by the government, but a collective effort by Manali’s tourism community. We want to show that Manali is ready, open and as beautiful as ever,” he said while addressing the media.
Representatives from several tourism associations, including hotel, taxi, rafting, biking and adventure operators, have joined hands for the event, which many describe as a milestone in Manali’s tourism revival journey.
Three days of exploration, culture, connection
During the meet, influencers will engage in a packed three-day schedule, visiting Solang Valley, Old Manali, Atal Tunnel and Naggar, while also participating in paragliding, rafting and cultural experiences. A special cultural evening and networking session will be hosted on October 17 at Hotel Maple, bringing together influencers, local entrepreneurs and association members.
These creators will capture their journeys through reels, videos and blogs, helping millions of potential travellers see the real, rejuvenated Manali through their eyes. The event aims to restore trust among travellers and send out a powerful message across digital platforms: “Manali is open, safe and ready for tourists”.
Disaster-hit Himachal fights back
The significance of this effort becomes clearer against the backdrop of Himachal Pradesh’s recent struggles. Over the past few years, especially in 2023 and 2025, torrential rains, cloudbursts and landslides have battered the region. The 2025 monsoon alone claimed more than 400 lives across the state, destroyed thousands of homes, and left infrastructure in ruins. Tourism, one of Himachal’s lifelines, suffered immense losses as roads, bridges and hotels were damaged and visitor arrivals plunged dramatically.
Manali’s tourism sector, in particular, was hit twice — first during early summer, when border tensions between India and Pakistan led to mass cancellations and again when the monsoon disasters crippled travel and hospitality.
Yet, amid these setbacks, a group of forward-looking local entrepreneurs decided to take matters into their own hands. “We can’t wait for things to change. We have to make the change ourselves. This influencer meet is the first step in rebuilding not just tourism, but faith,” said Thakur.
