Kashmir, often described as "Paradise on Earth," is one of the most breathtaking tourist destinations globally. The youth have taken the opportunity to fully promote tourist destinations on social media and have even promoted border tourism more than the mainland tourist destinations. Digital tourism marketing is another promising avenue, where youth can utilise social media and online platforms to promote Kashmir tourism and develop innovative travel services. Tourism in Kashmir is a dynamic and growing industry offering vast employment opportunities for the youth. (The author is a columnist and can be reached at: [email protected])Box: Tourism in Kashmir is a dynamic and growing industry offering vast employment opportunities for the youth.