Digital sabotage: How Chinese propaganda machines are damaging India global tourism image

How China is fabricating a narrative to deter tourism to India

China has reportedly launched a propaganda campaign targeting India’s tourism sector by sharing selectively edited videos on platforms like Weibo and YouTube, portraying India as dirty, unwelcoming, and unsafe for foreign visitors, according to an Open-Source Intelligence (OSINT) report by India Today.

Over 100 social media accounts are circulating five edited videos that highlight issues related to public hygiene, cleanliness, public transport, traffic management, and women's safety.

These videos selectively feature clips of Western influencers criticising aspects of life in India while praising China during their visits.

The content, complete with Chinese subtitles and voice-over narration, is tailored specifically for a domestic Chinese audience.

Misleading content on Weibo

The campaign reportedly began on Weibo on July 17 with a video featuring a British influencer who visited India after China. Shared with a Chinese hashtag that loosely translates to “British internet celebrity who complained about China, breaks down in India,” the video shows her in tears, saying, “I feel stupid about complaining about China.”

The reality, however, differs from the portrayal in these selectively edited videos. In their original content, foreign influencers often highlight both the challenges and the charm they encounter. For example, a vlog on the Australia-based "Travel for Phoebe" YouTube channel recounts an incident of harassment but also praises Indian cuisine and the scenic beauty of Udaipur in Rajasthan.

The Chinese propaganda campaign, however, isolates and amplifies only the negative segments - such as the harassment incident ignoring the overall balanced perspective shared by the creators.

Spreading narrative on YouTube

China also propagated  the campaign on four Chinese YouTube channels uploaded similar content, featuring foreign influencers.

Propaganda videos on YouTube, dozens in number, carry provocative and derogatory titles such as, "Are Chinese toilets cleaner than Indian restaurants?", "The worst country on earth" and "Bloggers went to India happily, went home crying".

China is known for leveraging social media influencers in coordinated influence operations aimed at shaping global perception, often to serve its strategic interests and bolster its international image.

During India's Operation Sindoor, China allegedly used these tactics to spread disinformation, including unfounded claims about the loss of Indian fighter jets, in an apparent attempt to undermine India's military credibility and shift the narrative in its favor.

Earlier this month, China launched a program offering US content creators an all-expenses-paid 10-day trip aimed at promoting a favorable image of the country, according to a Bloomberg report.

In a similar move last year, Indian security agencies raised concerns over several Indian influencers whose travel and production costs were allegedly covered by China to push pro-China content, highlighting Beijing’s ongoing attempts to manipulate public perception through soft influence tactics.