SRINAGAR: In the wake of the April 22 Pahalgam massacre that claimed 26 lives, 25 of them tourists, the Indian travel industry has launched an ambitious nationwide campaign titled “Chalo Kashmir” (Let’s Visit J&K) to revive tourism in Jammu and Kashmir.
The campaign, spearheaded by the Travel Agents Association of India (TAAI), is designed to restore confidence among travellers and send a message of resilience against attempts to derail Kashmir’s economic and cultural lifeline. With the support of over 2,400 member companies and more than a hundred affiliated agencies across states like West Bengal and Maharashtra, the initiative is already gaining momentum.
“While recent disturbances have raised concerns, they cannot diminish the timeless appeal of the region,” TAAI said in a press statement. “By encouraging travel to Jammu and Kashmir, we support local livelihoods and send a message of resilience, unity and hope.”
At a meeting on May 16, the association’s Managing Committee and Chapter Chairpersons passed a unanimous resolution to promote travel to Jammu and Kashmir in an active and sustained manner. Their goal is to reach more than one million prospective travellers, families, groups and individuals across India.
Key initiatives under the campaign include special promotional packages in coordination with hotels, partnerships with airlines to reduce fares, and enhanced safety assurances sought from the J&K government. The association has formally requested the Chief Minister and relevant authorities to implement robust visitor protection measures across Kashmir.
The launch of the campaign comes at a time when the region’s tourism sector is struggling. Stakeholders say that the Pahalgam attack led to the immediate cancellation of up to 95 per cent of bookings, and the local tourism industry plunged into a crisis. In response, many hotels have slashed tariffs by 30 per cent to encourage a fresh wave of arrivals.
“Such gestures may not immediately bring the sector back to full strength, but they are a vital beginning,” said Sajad Ahmad Kralyari, secretary general of the Travel Agents Association of Kashmir (TAAK). “We expect at least a 20 to 30 per cent revival over the next few months.”
Despite this setback, the region had recorded its highest-ever tourist footfall in 2024, with 2.36 crore visitors, including over 65,000 foreign tourists, 5.12 lakh Amarnath yatris and nearly 95 lakh pilgrims visiting Vaishno Devi. On average, about 9,500 tourists were arriving in Kashmir every day until the April attack.
The campaign has also received support at the national level. According to reports, Prime Minister Narendra Modi chaired a high-level review meeting on May 20 to assess the status of tourism and discuss revival strategies post-Pahalgam.
The West Bengal chapter of the campaign is particularly active, with nearly 100 travel companies uniting under the ‘Chalo Kashmir’ banner. Collectively, these agencies handle over 4 lakh domestic tourists annually, of which around 40,000 were Kashmir-bound last year.
Travel agents say that the best way to defy terrorism is to reaffirm trust in Kashmir’s enduring appeal. “Tourism is not just a business—it is a message,” said Sameer Ahmad, a Srinagar-based tour operator. “When tourists return, it’s a sign that fear has not won.”
The campaign’s slogan captures this spirit: Make space in your heart for J&K; Make plans to visit J&K; Support the people of J&K; and Let us help revive tourism in J&K.
