SRINAGAR: To revive tourism in Jammu and Kashmir, around 100 travel companies and several associate agencies in Kolkata have joined forces to support the ‘Chalo Kashmir’ initiative, according to The Times of India.
The campaign, launched in the wake of the recent attack in Pahalgam—which tourism experts consider a deliberate attempt to destabilise the Valley’s hospitality sector—seeks to reassure travellers and encourage a safe return to the region.
Tour operators believe that a strong tourist presence in Kashmir is the most effective way to counter the adverse impact of such attacks and send a message against terrorism targeting economic and social stability.
The Times of India reported that the participating agencies collectively manage nearly four lakh domestic tourists annually, with over 40,000 visiting Jammu and Kashmir alone. More groups from across the country are expected to join the initiative in the coming days.
Tourism stakeholders hope that the movement will restore confidence among travellers and bolster the local economy, which heavily relies on seasonal tourism.
