Kashmir Tourism Sector Launches 'Rally for Valley' Campaign to Boost Confidence

Revitalizing Kashmir's Tourism Industry

In a united effort to restore traveler confidence and position Kashmir as a secure and appealing destination, prominent national travel industry organizations have initiated a significant campaign following the recent attack in Pahalgam. The Travel Agents Association of India (TAAI) has introduced its nationwide initiative titled “Rally for Valley,” aimed at alleviating fears and increasing tourist visits to the region.

This campaign emerges at a crucial juncture as the tourism sector in Kashmir faces hurdles in the aftermath of the Pahalgam terrorist incident. Sunil Kumar, President of TAAI, who is leading a group of 75 heads from various travel companies, stressed the association's steadfast dedication to the Valley. He stated, “We cannot remain silent after the events in Pahalgam. Through ‘Rally for Valley,’ we aim to demonstrate to India and the world that Kashmir is safe. Many of us are here with our families, which sends a powerful message.”

At the same time, the Travel Agents Federation of India (TAFI) is preparing for its Extended National Joint Council meeting set to take place from June 13 to 16 in Srinagar and Pahalgam. This important assembly will include participation from over 60 leading travel companies and senior officials, such as chairmen, secretaries, and treasurers from across the nation. Shamim Shah, Chairman of TAFI's Kashmir Chapter, expressed hope regarding the initiative, stating, “We are organizing the Extended National Joint Council in Kashmir to foster a positive atmosphere and build confidence within the travel community.”

Kumar underscored the pressing need to combat the negative perceptions that have arisen since the attack. He remarked, “Tourism was flourishing before April—hotels were fully booked. Now, many rooms are vacant. Fear is our adversary. We are here to dispel that fear with facts and our presence.” He urged the government to enhance safety protocols for tourists, asserting that confidence starts with decisive action: “Authorities must ensure the safety of those who choose to visit. Tourism is not merely a leisure activity; it is the livelihood of thousands in Kashmir.”

The ‘Rally for Valley’ campaign will persist nationwide, utilizing city-level initiatives to promote Kashmir as a top travel destination. With national organizations like TAAI and TAFI supporting the Valley, stakeholders are optimistic that this initiative will herald a robust recovery for Kashmir’s essential tourism sector.