In a show of support for the people of Jammu and Kashmir, top travel groups across India are campaigning to help revive tourism in Kashmir after the recent terror attack in Pahalgam and the launch of Operation Sindoor. The two incidents have left the tourism industry in crisis, with tourist footfall witnessing a huge decline.
The Travel Agents Association of India (TAAI), the oldest and largest travel body in the country, has started a campaign called 'Rally for Valley'. The aim is to fight the fear among tourists and show that Kashmir is still a safe and beautiful place to visit.
Speaking in Srinagar, where 75 leading travel experts have gathered, TAAI president Sunil Kumar said they want to build trust again. “We have come with our families to show that Kashmir is safe. We want tourists across India to see this and feel confident to visit again,” he said.
TAAI has more than 2,500-member companies. Its last major event in Srinagar was in 2018, which Kumar said had helped improve the way people saw Kashmir as a travel destination.
But the April 22 Pahalgam attack against tourists has made many travellers cancel or delay their plans. To change this, TAAI will run the 'Rally for Valley' campaign in all its 20 chapters, covering big cities across India. The campaign will promote Kashmir as a safe, family-friendly holiday destination.
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This is part of a bigger effort that began with the Chalo Kashmir campaign, started by TAAI’s Kolkata chapter. That campaign alone sends around 40,000 tourists to Kashmir every year. Another major travel body, the Travel Agents Federation of India (TAFI), is also helping. From June 13 to 16, TAFI will hold an important meeting in Srinagar and Pahalgam. Over 60 top travel company leaders from across India will participate. They will meet local people and work together to support Kashmir’s tourism.
These efforts are not just about travel — they are about rebuilding trust, supporting local jobs, and helping Kashmir return as one of India’s favourite holiday destinations.