Copyright © 2021 Inderscience Enterprises Ltd.This study is based on a research project funded by the Indian Council of Social Science Research (ICSSR-IMPRESS). This research examined the dynamics of Punjab State’s tourist image from the standpoint of Social Media Analytics. This study analyses data available over social media platforms such as Twitter and TripAdvisor, for analysing user generated contents. The social media data was pre-processed for removing unwanted data which does not contribute to the analysis and reduces the accuracy of the results. By probing techniques such as “Word Cloud, Keyword Frequency Counts and Word Association”, this study is able to find various motivations for popularity of Punjab State’s tourist attractions among its consumers (tourists). Punjab State’s destination management organisations, its leaders and managers could benefit from our analysis. The findings provide suggestions on how to market the state’s tourist attractions across the country and the world at large more strategically in the foreseeable future.