Tourism firms and boards are increasingly making use of social media for the purpose of digital marketing. Social media is enabling real time sharing of tourism activities and in some ways travel has become a narcissistic preoccupation, taking advantage of which these channels are acting as outlets for travelers to tell their stories to others. Business research suggests that Instagram is the most popular channel and is especially convenient as it can be easily synced with both Facebook and Twitter. Special hash tags are being created per tourism event. Social media also helps travelers stay connected with restaurants, souvenir shops and other utilities thus generating good number of travel jobs.