Go Where Google Maps Ends

Open Instagram today, and you will probably see the same kind of travel content: Ladakh, Goa, Manali, Kashmir, Bali, hidden waterfalls, “secret” cafés and that one viewpoint everyone suddenly wants to visit.

We discover a place online, save the reel, send it to friends, and eventually put it on our travel bucket list.

But here is an interesting question: Are we really discovering places, or are algorithms deciding what is worth discovering?

This year, World Tourism Day, observed on September 27, focused on “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The United Nations has also raised an interesting concern: while AI can help travellers and small tourism businesses, it could also keep directing tourists towards the same popular places, leaving lesser-known destinations behind. 

And India is already moving in this direction.

The government has launched the National Digital Tourism Stack and Dekho Apna Desh 2.0, with one objective being to promote lesser-known, tourism-ready destinations and distribute tourist footfall more widely. 

But what does this mean for us as travellers?

Imagine you tell ChatGPT: “I have three days, a ₹8,000 budget, I want mountains, trekking, and good local food.” Within seconds, you may get a complete itinerary: where to stay, what to eat, what to see, and even what time to leave. Convenient?

 Absolutely. But ask yourself: Will it show you the place that hasn't gone viral yet?

Maybe not. Think about our own Maharashtra. Most people know Lonavala, Mahabaleshwar, Matheran, or Rajgad. But how many young travellers know about the countless small villages, forest trails, waterfalls, ancient forts, and local cultural experiences scattered across the Sahyadris?

Recently, I visited Khireshwar, Aadrai Jungle, and Kalu Waterfall. The experience reminded me that sometimes the most memorable travel experiences are not necessarily the ones appearing repeatedly on your Instagram feed. Take Gurez Valley in Jammu & Kashmir. For a long time, it remained outside the usual Kashmir itinerary of Srinagar, Gulmarg and Pahalgam. But as travellers began sharing its landscapes, wooden homes, and local Dard-Shina culture, more people started discovering it.

And that raises an interesting question: how many “Gurez Valleys” are still waiting to be discovered across India? Maybe the next hidden destination is not far away—it simply hasn't reached your feed yet.

A local person may tell you about a trail.

A villager may recommend a small food place.

A trekker may point towards a fort that doesn't have thousands of reels.

Wahi toh real discovery hai.

The next travel influencer could be you

For young Indians, this is also an opportunity. You don't always need to become a professional travel influencer. You can simply document what you discover.

A short reel about a local fort. 

A photo story about a village.

An interview with a local guide.

A video explaining an old tradition.

A small blog about a homestay.

Your phone can become a tool to put an unknown destination on the map.

And this is where technology can actually become powerful.

India's tourism sector supported 8.46 crore jobs in 2023–24, according to the Ministry of Tourism. Tourism isn't only about hotels and airlines. It creates opportunities for guides, drivers, photographers, creators, artisans, food businesses, homestays and local entrepreneurs.

So, instead of asking only, “Where should I go next?”

Maybe young travellers should start asking:

“Whose story can I discover next?”

Because India doesn't have a shortage of destinations.

We have a shortage of attention for the destinations we haven't discovered yet.

And maybe the best travel advice for the next generation is simple:

Go where Google Maps ends.

Listen to the people.
Follow the trail.
Discover the India that hasn't gone viral yet.

Travel is not just about collecting locations. Sometimes, it is about discovering unknown stories.