Srinagar: In a significant move to restore confidence among travellers and revive the tourism sector in Jammu and Kashmir, the Travel Agents Society of Kashmir (TASK) has joined hands with travel agents across India to launch the ‘Chalo Kashmir’ campaign.
As part of the revival strategy, local hoteliers are planning to offer 50 percent discounts on tourism packages. The discounted offers aim to attract tourists back to the region and support the thousands of people whose livelihoods depend on tourism.
The initiative follows the April 22 terror attack in Pahalgam that left 26 people dead, mostly tourist.
The campaign is being spearheaded by around 100 travel companies based in Kolkata, which together cater to nearly four lakh domestic travellers annually, including over 40,000 tourists to Jammu and Kashmir. Through their extensive networks and collaborations, the campaign is expected to reach more than one million potential tourists across the country.
“The ‘Chalo Kashmir’ initiative launched by our partners in Kolkata has received an overwhelming response,” said Muhammad Ibrahim Siah, President of TASK. “Now, many travel agents across India have adopted the campaign locally as well. It’s a united effort to send one clear message — Kashmir is safe and ready to welcome tourists.”
The Pahalgam attack had dealt a serious blow to Kashmir’s already fragile tourism sector, with several tour cancellations reported in the days that followed. However, industry leaders remain hopeful that the nationwide campaign, along with the support of hoteliers offering discounted packages, will help rebuild the image of Kashmir as a secure and welcoming destination.
“We understand that rebuilding traveller confidence will take time,” Siah added. “But the collective efforts from across the country are encouraging, and we are committed to promoting Kashmir as a safe and beautiful place to visit.”
Local tour operators in Srinagar echoed the sentiment, highlighting how dependent the region is on tourism for livelihoods and economic stability.
“Every cancelled booking means a family goes without income, This campaign isn’t just about reviving business. It’s about restoring hope and showing that Kashmir remains one of India’s most treasured destinations.”
Despite the challenges, optimism is growing among those invested in the Valley’s tourism. With national backing, grassroots efforts, and a strong message of solidarity, Kashmir’s tourism stakeholders are determined to rebuild what was lost and emerge stronger.
