Harnessing Digital Platforms for Rural Tourism Development: A Case Study of Bani Tehsil, Kathua

Tourism contributes significantly to global economic growth, especially in regions like Jammu and Kashmir where it fosters revenue generation, job creation, and infrastructural development (World Tourism Organization, 2022). This study investigates popular tourism sites in the Bani Tehsil of Kathua district, Jammu and Kashmir, using secondary data derived from Instagram tourism advertising accounts and official government sources. Analysing Instagram profiles such as @Bani_the_heaven, @bani_valley_explorer, and @bani_valley, alongside official tourism statistics, we identify several tourism sites in Bani Tehsil that have the potential for further development.