SHIMLA/KEYLONG, JULY 21:
As a flood of sensational AI-generated videos and recycled clips continues to circulate on social media, the Lahaul-Spiti tourism industry has hit back strongly, accusing YouTube, Facebook and Instagram content creators of spreading "manufactured disaster stories" purely to chase views and viral engagement.
The Lahaul-Spiti Hoteliers Association has categorically stated that the Chandigarh–Manali–Atal Tunnel–Keylong–Jispa–Darcha–Sarchu–Leh National Highway is open for traffic, dismissing widely circulated videos claiming glacier bursts, massive flooding and highway destruction as old, doctored and AI-generated content unrelated to the present situation.
Association President Tashi Karpa, a hotelier from Keylong who travelled on the highway on Tuesday, said tourists, local residents and commercial vehicles are moving normally between Manali, Atal Tunnel, Keylong, Jispa, Darcha and Leh.
"There has been no glacier burst, no catastrophic melting event and no large-scale destruction as portrayed in these viral videos. Most of the clips are old footage or AI-generated visuals being falsely presented as current events in Himachal Pradesh," Karpa said.
He clarified that while Jalma Nala on the Tindi-Killar-Udaipur road has witnessed intermittent disruptions due to overflowing water, the Manali-Leh National Highway remains open. Minor disruptions on the Chatru-Kunzum Pass-Kaza road have also been cleared and traffic has resumed.
Karpa further said that despite repeated forecasts, Kullu and Manali have not experienced the heavy rainfall shown in viral social media posts over the last three days, adding that only light spells have occurred and there has been no major damage to rivers or infrastructure in Kullu or Lahaul-Spiti.
Viral Content Hurting Tourism
The association said the biggest casualty of fake disaster videos is Himachal's tourism economy.
According to the hoteliers, tourists have been cancelling bookings after watching alarming AI-generated reels and misleading YouTube videos falsely claiming that roads have been washed away or that Lahaul-Spiti is inaccessible.
"This misinformation is causing unnecessary panic among tourists, locals and travellers. It is directly hurting hotels, homestays, transport operators and thousands of families dependent on tourism," Karpa said.
Demand for IT Act Action
The hoteliers have urged the Himachal Pradesh Government, State Disaster Management Authority (HPSDMA), IT Department and law enforcement agencies to identify and prosecute those creating and circulating fake disaster content.
They have also appealed to YouTube, Facebook, Instagram and other social media platforms to promptly remove misleading AI-generated videos and fake reels and take strict action against repeat offenders.
The association demanded that those deliberately spreading fabricated disaster narratives for monetisation and viral reach should face action under relevant provisions of the Information Technology Act and other applicable laws.
Calling the trend "digital disaster profiteering", the hoteliers said unchecked fake content is not only damaging Himachal Pradesh's image but also undermining genuine disaster warnings issued by official agencies, making it harder for people to distinguish between authentic alerts and fabricated viral content.
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