In a fascinating intersection of digital promotion and unfolding controversy, Jyoti Malhotra, a Haryana-based YouTuber and travel vlogger known for her channel “Travel with Jo,” was officially engaged by Kerala Tourism to promote the state’s vibrant destinations. This collaboration, which saw Malhotra visiting Kerala between 2024 and 2025, was confirmed by a recently surfaced Right to Information (RTI) response, which revealed that Kerala Tourism fully covered her travel, accommodation, and itinerary expenses as part of an influencer marketing initiative. The revelation, however, has become embroiled in a larger controversy following Malhotra’s arrest in May on charges of espionage for Pakistan, linked to an alleged spy network targeting Indian social media influencers. While Kerala Tourism Minister PA Mohammed Riyas has vehemently stated that the state government and its ministers would never “knowingly” extend invitations or offer support to individuals involved in espionage, the RTI response has fueled questions from opposition leaders. BJP leader K Surendran, for instance, used the RTI findings to question why a “Pak-linked spy’s trip” was funded by Kerala Tourism, reigniting a political debate around due diligence in government-sponsored promotional activities. Records indicate Malhotra visited picturesque locations like Kannur, Kozhikode, Kochi, Alappuzha, and Munnar, her name appearing alongside numerous other digital creators engaged in the government’s influencer collaboration program. Her YouTube channel, boasting 487 videos, notably features a significant number showcasing her travels in Pakistan, Bangladesh, and Thailand, with one viral video even depicting her in a traditional Kerala sari during a Theyyam performance in Kannur. Subsequent investigations into her espionage case have reportedly uncovered multiple trips to Pakistan and alleged connections with officials linked to Pakistani intelligence agencies, including individuals later expelled by India. Malhotra’s case is part of a coordinated crackdown across Punjab, Haryana, and Uttar Pradesh against an alleged spy network. This situation underscores the evolving complexities of digital influence and public relations in the age of social media, where collaborations can inadvertently lead to unforeseen controversies. For Kerala Tourism, the focus remains on leveraging digital reach for promotion, but the incident highlights the critical need for exhaustive background checks and risk assessment, particularly when engaging public figures, to safeguard public funds and reputation.
