Uniting for Kashmir: How Indian Travel Agents Are Committed to Revitalizing Tourism After the Pahalgam Attack

Srinagar: The tourism industry in Kashmir is feeling the impact of a recent tragedy. Following the Pahalgam attack, where 25 tourists and a local resident lost their lives, the Travel Agents Association of India (TAAI) is stepping up to change perceptions. They are launching a campaign called ‘Rally for Valley’ to assure tourists that Kashmir is safe.

Tourism had been flourishing in Kashmir for the past three years, but this attack has left hotels and restaurants empty. People who rely on these visitors are struggling. In response, stakeholders in the tourism sector are organizing roadshows and FAM tours aimed at attracting visitors back to the region.

Sunil Kumar, the president of TAAI, shared that around 2,500 members will participate in the ‘Rally for Valley’ campaign. “We understand the fear that has emerged since the attack. Our goal is to combat that fear and reassure everyone that Kashmir can be safe for tourists,” he explained. Kumar also mentioned that a group of 75 TAAI members is currently visiting Kashmir, bringing their families along to help restore confidence among potential travelers.

Efforts to promote the region include previous initiatives like a roadshow from Dal Lake to Pahalgam. The Jammu and Kashmir government has also been actively pursuing measures to bolster confidence among locals and visitors. For instance, they have held meetings in popular tourist spots like Pahalgam and Gulmarg.

In an additional effort, about 1,000 members of the Indian Tourist Transport Association are planning a three-day visit to Kashmir. Honorary Secretary Kanwarjit Singh Sawhney noted, “Our presence will send a strong message to the world. We want tourists to see that Kashmir is safe, and everything is under control.”

This push for renewal in tourism comes at a pivotal time. Recent statistics indicate that tourism contributes significantly to Kashmir’s economy, accounting for nearly 7% of its GDP. Events like this can drastically affect livelihoods, so the urgency to restore the sector is paramount.

In social media, the hashtag #KashmirIsSafe is trending, encouraging people to share their positive experiences while visiting the region. Public sentiment is crucial now, as travelers seek reassurance in safety when choosing their next destination.

With these combined efforts, there’s hope that the vibrant tourism in Kashmir will rise again, turning the focus back to its stunning landscapes and rich culture.

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