Purpose The purpose of this research study is to examine the dynamic relationship between social media platforms and the changing landscape of education and practice in the hospitality and tourism sector. The study seeks to position social media as both a pedagogical tool in education and a driver of tourism practices. In doing so, the research examines key social media trends, such as user-generated content, influencer marketing, virtual tourism, and data-informed decision-making, as the drivers of innovation, collaboration, and skill development. By linking theory with practice, the study highlights how these trends can improve curriculum relevance and strengthen industry-ready skills. It further demonstrates how such integration supports the hospitality and tourism sector in remaining resilient and adaptable within a contemporary, interdisciplinary, and skill-based education framework. Under this umbrella, the three-point focus would involve examining how social media platforms contribute to the promotion and increased visibility of lesser-known tourism destinations by engaging travelers, vloggers and influencers (Focus 1); to analyze how government bodies and tourism organizations strategically utilize social media for destination branding and the development of local tourism (Focus 2) and to explore how social media can be integrated into hospitality and tourism education to foster interdisciplinary learning, enhance digital skill development and improve industry readiness among students (Focus 3). Design/methodology/approach A qualitative exploratory research was conducted in the areas that were unexplored tourist places in the states of Gujarat and Goa (India). In-depth virtual and face-to-face interviews were conducted amongst the four categories: academics (travel and tourism faculty), influencers, travel agents and customers. Findings It is observed that social media promotes sustainable tourism practices, improves customer experiences and fosters international partnerships. Five to seven years ago, destinations such as Dudhsagar Fall (Goa), Shivrajpur Beach (Devbhoomi Dwarka, Gujarat) and Statue of Unity (Gujarat) were relatively less known. However, with the integration of interdisciplinary skill sets, such as digital literacy, marketing strategies, customer engagement and cultural understanding, into hospitality and tourism education programs, this integration has equipped professionals to thrive in an increasingly interconnected and digital-centric world. Research limitations/implications As the qualitative-exploratory nature of this study, a small sample size of 12 interviews was conducted. Originality/value The sense of emotional connect, genuineness, experience and trust build by the influencers and vloggers have not only promoted tourism but boosted the state and nation’s travel economy as well.
Bhatnagar et al. (Sat,) studied this question.