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

Revitalizing Kashmir's Tourism Industry

In a unified effort to restore confidence among travelers and position Kashmir as a secure and appealing destination, prominent national travel 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 is particularly timely as the tourism industry in Kashmir faces difficulties in the aftermath of the Pahalgam terrorist incident. Sunil Kumar, the President of TAAI, is leading a delegation of 75 heads from various travel companies, underscoring 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.'

Upcoming Meetings to Foster Confidence

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 event will host over 60 leading travel companies and senior officials, including chairpersons, secretaries, and treasurers from across the nation. Shamim Shah, Chairman of TAFI's Kashmir Chapter, expressed hope for 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.'

Addressing Safety Concerns

Kumar emphasized the pressing need to counteract the negative perceptions that have arisen since the attack. 'Before April, tourism was flourishing—hotels were fully booked. Now, many rooms remain vacant. Fear is our greatest adversary. We are here to dispel that fear with facts and our presence,' he remarked. 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.'

A Nationwide Initiative for Recovery

The 'Rally for Valley' campaign will extend across the nation, 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 signal the start of a robust recovery for Kashmir's crucial tourism sector.