In a concerted effort to restore traveler confidence and promote Kashmir as a safe and attractive destination, leading national travel industry associations have launched a robust initiative in the wake of the recent Pahalgam attack. The Travel Agents Association of India (TAAI) unveil its nationwide campaign “Rally for Valley” aimed at combating fear and revitalizing tourist footfall in the Valley.
The campaign comes at a critical time when the tourism sector in Kashmir is grappling with challenges following the Pahalgam terrorist attack. TAAI President Sunil Kumar, who is leading a delegation of 75 travel company heads, emphasized the association’s unwavering commitment to the Valley. “We cannot stay silent after what happened in Pahalgam. With ‘Rally for Valley’ we want to show India and the world that Kashmir is safe. Many of us are here with our families, and that is the strongest message we can give,” he said.
Simultaneously, the Travel Agents Federation of India (TAFI) is gearing up for its Extended National Joint Council meeting scheduled from June 13 to 16 in Srinagar and Pahalgam. This significant gathering will see participation from over 60 top travel companies and senior officials, including chairmen, secretaries, and treasurers from across the country. Shamim Shah, Chairman of TAFI Kashmir Chapter, expressed optimism about the initiative, “We are going to organize the Extended National Joint Council in Kashmir to create a positive vibe and instill confidence in the travel fraternity.”
Kumar highlighted the urgent need to counter the negative perception that has emerged since the attack. “Tourism prior to April was thriving—hotels were full. Today, rooms lie empty. Fear is the enemy. We are here to remove that fear with facts and our physical presence,” he said. He called on the government to bolster safety measures for tourists, emphasizing that confidence begins with action: “The authorities must protect those who choose to come here. Tourism is not just leisure—it is the livelihood of thousands in Kashmir.”
The ‘Rally for Valley’ campaign will continue across the country, leveraging city-level initiatives to promote Kashmir as a premier travel destination. With national associations like TAAI and TAFI rallying behind the Valley, stakeholders are hopeful that this initiative will mark the beginning of a strong recovery for Kashmir’s vital tourism industry.
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