In celebration of World Tourism Day on September 27, the Jharkhand government unveiled its Influencer Engagement Program 2025, called Johar Influencers, aimed at promoting the state’s natural landscapes, cultural heritage, and tribal traditions through social media creators. The initiative aligns with this year’s World Tourism Day theme, “Tourism and Sustainable Transformation.”
Tourism Secretary Manoj Kumar explained that the policy, recently approved by the department, is designed as a modern tool to enhance Jharkhand’s global image.
“The social influencers policy was approved just a few days ago. Factors such as the number of views, likes, and engagement quality will determine compensation. This program is an opportunity to harness young, creative voices who can share Jharkhand’s story with millions online,” Kumar said.
Tourism Director Vijaya Jadhav emphasized that the program is part of a well-planned strategy. “Influencers play a key role in shaping perceptions today. Their authentic content can showcase Jharkhand’s forests, waterfalls, tribal cuisine, handicrafts, and festivals in ways traditional campaigns cannot,” she added.