‘Don’t Let Terror Win, Visit Kashmir’ : TAAI
Ulfat Jaan
Srinagar, May 20 : In the wake of the recent Pahalgam terror attack on April 22—which raised safety concerns and impacted the tourism industry amid escalating Indo-Pak tensions—the Travel Agents Association of India (TAAI) has launched a unique initiative titled “Let’s Visit J&K” or “Chalo Kashmir.”
According to details available with Morning Kashmir, Jammu and Kashmir witnessed an unprecedented tourism surge in 2024, with over 2.35 crore visitors, including domestic tourists, pilgrims to the Amarnath and Vaishno Devi shrines, and approximately 6,500 international travelers.
However, the recent attack has cast a shadow over the sector.
“We are suffering immensely, yet we don’t understand the reason or what mistake we’ve made. We are peace lovers—please come back. We will ensure your visit is comfortable. This valley is incomplete without you; without tourists, it feels valueless,” said Umair, a local hotelier.
Expressing solidarity with the victims of the Pahalgam attack, he added, “We stand in shock and grief with our fellow countrymen over the loss of innocent lives. But stopping visits here only harms us further. Please return—let’s live together in peace.”
Arshid Badro, a tour operator, echoed the sentiment, saying, “We need support from our fellow Indians. We’ve endured hardships for years, but the influx of tourists brought us peace and prosperity. If travel stops now, our livelihoods will suffer. Many of us have invested crores, and with peak business months ahead, we have nowhere to turn. This is your homeland too—please come back and support us.”
TAAI’s Official Stand
In an official statement, TAAI emphasized, “While recent events have caused concern, they must not overshadow Jammu and Kashmir’s eternal beauty and legacy. A single act of disruption cannot define this land of peace and grandeur. By promoting travel to J&K, we stand with local communities, fostering resilience, solidarity, and optimism.”
During a meeting on May 16, 2025, TAAI’s Managing Committee and Chapter Chairpersons unanimously resolved to actively encourage travel to the region.
Meanwhile, The association aims to inspire over one million travelers—including families, solo explorers, and groups—through its network of 2,400+ member agencies nationwide. Key efforts include:
Government Collaboration ; Urging the J&K administration, including the Hon’ble Chief Minister, to enhance tourist safety measures.
Hospitality Partnerships : Hotels and local operators will offer exclusive deals and tailored experiences.
Airline Promotions : Encouraging discounted fares to improve accessibility.
Local Participation : Over 100 TAAI members in J&K are driving the initiative on the ground.
The campaign’s message is clear:
-Open your heart to J&K.
-Plan your trip to J&K.
-Stand with the people of J&K.
-Help reignite tourism in J&K.
Earleir this week, Tariq Ahmad, President of the Guides Association of Tangmarg and Gulmarg, told Morning Kashmir that the region is finally seeing some tourist footfall after a major setback caused by tensions with Pakistan.
The resurgence is being viewed as a positive sign, reflecting continued faith in Gulmarg’s safety and scenic charm. Locals have called for sustained peace to ensure uninterrupted tourist activity in the region he added.
