Lone khalid cni
Srinagar, , CNI: In the wake of the deadly Pahalgam militant attack that left 26 people dead, including 25 tourists, the Travel Agents Association of India (TAAI) has launched a nationwide campaign titled ‘Rally for Valley’ to counter growing fears and revive Kashmir’s tourism sector.
The attack on April 22 delivered a severe jolt to the region’s booming tourism industry. With hotels, restaurants, and shikara stands nearly deserted since, thousands of livelihoods dependent on tourism have been left in crisis.
To reverse the decline, over 2,500 members of TAAI will hold rallies and roadshows across India, conveying the message that “Kashmir is safe”. TAAI President Sunil Kumar, currently in Kashmir with 75 members and their families for a three-day visit, said, “There is fear among people post-Pahalgam. We are here to address that fear and show confidence by being present in the Valley ourselves.”
Kumar urged the Home Ministry and J&K administration to ensure the safety of visitors, underlining that restoring confidence was key to bringing tourists back.
The TAAI campaign follows several other efforts. Local tourism stakeholders recently conducted a symbolic roadshow from Dal Lake to Pahalgam, while hoteliers and tour operators from other states participated in a familiarization (FAM) tour to showcase ground realities.
In a significant move, Chief Minister Omar Abdullah’s administration held cabinet meetings in Gulmarg and Pahalgam to signal stability and reinforce the Valley’s readiness to welcome tourists.
Meanwhile, the Indian Tourist Transport Association (ITTA) has announced that 1,000 of its members will visit Kashmir on a three-day tour. “We will prove that Kashmir is safe by travelling here ourselves,” said ITTA Honorary Secretary Kanwarjit Singh Sawhney, emphasizing the importance of first-hand assurance for tourists across the country and abroad.
Tourism in Kashmir had witnessed a resurgence over the past three years, with record-breaking footfall before the recent violence. Stakeholders now hope this unified campaign will help the sector recover before the peak season slips away. (CNI)