In a significant push to promote tourism within the state, the Andhra Pradesh Tourism Department has launched an innovative campaign aimed at showcasing hidden gems and rural culture to a national audience. The initiative, supported by tourism minister Kandula Durgesh, Special Chief Secretary Ajay Jain, and Managing Director Amrapali Kata, aims to transform every village into a tourist destination rather than limiting the sector to well-known destinations.
The campaign, executed in partnership with Volunteer Yatra, has already garnered impressive results. By leveraging social media influencers, the campaign has generated over 9 million views and more than 1,000 booking inquiries within a few weeks. The approach not only elevated Andhra Pradesh’s tourism profile across India but also achieved it at a fraction of the cost of traditional advertising.
The campaign unfolded in two phases. In December 2025, 11 influencers from various regions of India toured Visakhapatnam, Araku Valley, and Lambasingi. Their cinematic travel films, drone shots, and reels captivated more than 4 million viewers, bringing national attention to the state’s scenic circuits. In January 2026, a second group of influencers visited Konaseema during Sankranti celebrations. They documented Bhogi bonfires, Prabhala Theertham, and local traditions, producing reels that attracted 5 million views.
The influencers also showcased the beauty of Atreyapuram, Antarvedi, and Rajahmundry, helping Konaseema’s cultural vibrancy gain national recognition. The campaign is expected to continue with more influencers exploring other lesser-known destinations within the state.
