Patna: Bihar’s tourism sector is set for a major digital push as the state government, in collaboration with the Ministry of External Affairs, has launched a unique initiative to promote Bihar’s historical, cultural, and spiritual heritage globally through foreign social media influencers and content creators.
Under the initiative, 42 influencers from 14 countries have already visited Bihar in two separate batches to create digital content showcasing the state’s tourism destinations. The creators are producing videos, reels, images, podcasts, blogs, and social media posts aimed at attracting international tourists and highlighting Bihar’s rich heritage before a global audience.
According to officials, the initiative was launched following discussions between the Bihar government and the Centre. The Ministry of External Affairs facilitated the visits as part of efforts to strengthen Bihar’s international tourism profile through digital storytelling.
Influencers from Indonesia, Japan, Malaysia, Mongolia, Myanmar, Singapore, South Korea, Sri Lanka, Thailand, Bhutan, Cambodia, Laos, Nepal, and Vietnam participated in the campaign.
The first batch of 20 foreign content creators visited Bihar on December 15, 2025, while the second group of 22 influencers arrived on April 20, 2026.
Officials said the participating creators collectively command a significant digital audience across multiple platforms. Among them is Japanese influencer Kaketku, who has over 9.32 lakh followers, while creators from Mongolia and Malaysia have a strong reach among young audiences in their respective countries.
The move comes at a time when social media increasingly influences travel decisions worldwide. According to a global survey cited by officials, over 35% of travellers rely on social media reviews and videos while planning trips, booking hotels, or selecting destinations. Additionally, nearly 50% of people below the age of 40 consider reels, influencer content, and online travel posts as their primary travel guide.
Tourism officials believe the campaign could help Bihar emerge as a major destination for cultural, spiritual, and heritage tourism in Asia.
Several influencers documented their experiences at prominent tourist attractions across Bihar and shared them with international audiences. Many of them were visiting India and Bihar for the first time.
According to Dinu Kumar Sinha, Tourist Facilitator with the Government of India, foreign influencers were particularly impressed by the modern attractions in Rajgir, including the Glass Bridge, Zoo Safari, and the International Museum, alongside Bihar’s ancient heritage sites.
“The influencers were amazed to see the combination of ancient civilisation and modern tourism infrastructure in Bihar. They captured and shared these experiences extensively on global social media platforms,” he said.
The Bihar government hopes that the digital campaign will strengthen the state’s tourism branding, increase foreign tourist arrivals, and create new opportunities for local businesses linked to the tourism sector.
