Govt launches outreach programme to revive Kashmir tourism
Srinagar, Jul 9: In a significant move aimed at reviving Kashmir’s tourism sector after the Pahalgam terror attack, Chief Minister Omar Abdullah will lead the Union Territory’s promotional campaign at the Travel & Tourism Fair (TTF) Kolkata 2025.
The Chief Minister is scheduled to inaugurate a dedicated Kashmir roadshow organised by the Travel Agents Society of Kashmir (TASK) on July 10, a day before the official opening of the fair.
This is the first major tourism outreach effort undertaken by the Jammu and Kashmir Government outside the Union Territory since the April 22 terror incident in Baisaran, Pahalgam, where 26 tourists lost their lives in a brutal attack.
The incident had cast a shadow over the Valley’s peak tourism season, prompting calls from stakeholders for a targeted campaign to rebuild trust and confidence in Kashmir as a safe tourist destination.
The TTF Kolkata event assumes special importance given the response it generated from the travel community in Eastern India following the Pahalgam tragedy.
In an expression of solidarity, tourism players from Kolkata had launched the “Chalo Kashmir” campaign shortly after the attack, urging travellers not to give in to fear and to continue supporting the region’s vital tourism economy. Now, with Chief Minister Omar Abdullah taking the lead at the Kolkata event, the government hopes to send a strong and reassuring message to the tourism industry and the general public across the country.
President, Travel Agents Society of Kashmir, Muhammad Ibrahim Siah, said that the Chief Minister has agreed to inaugurate their roadshow and participate in the TTF.
Speaking to Greater Kashmir, Siah said, “Chief Minister Omar Abdullah has kindly consented to inaugurate our roadshow. His participation at this platform will go a long way in boosting confidence and promoting Kashmir as a preferred tourist destination.” He added that the roadshow will showcase Kashmir’s unique tourism offerings and also serve as a platform for business networking with key travel stakeholders.
A high-level delegation from Jammu and Kashmir will be present at the event, including senior officials from the Department of Tourism, as well as hoteliers, travel agents, houseboat owners, and tourism traders. The Kashmir pavilion at TTF will highlight various facets of the Valley’s tourism potential—from natural beauty and adventure tourism to heritage sites, spiritual circuits, and hospitality experiences.
TTF Kolkata 2025 will be held from July 11 to 13 at the Biswa Bangla Mela Prangan on JBS Haldane Avenue in Kolkata. TTF Kolkata is one of India’s largest and oldest travel and tourism trade shows, attracting both domestic and international participants.
The fair is expected to see attendance from over 10,000 visitors and more than 400 exhibitors. The first day of the event is reserved for B2B interactions among industry professionals, while the next two days are open to the public. The fair brings together tour operators, travel agencies, hotel chains, airlines, state tourism boards, and international tourism representatives under one roof, making it a critical platform for tourism marketing and networking.
Officials from the J&K Tourism Department stated that their participation in TTF is part of a broader strategy to regain market confidence and reinvigorate Kashmir’s tourism appeal. The government is preparing to roll out a series of domestic and international promotional activities, including digital campaigns, media outreach, and roadshows. “We are determined to rebuild the narrative around Kashmir. The situation is under control, and every step is being taken to ensure the safety of visitors. The Chief Minister’s presence at such a major tourism event is a powerful signal that we are ready to welcome tourists once again,” said a senior tourism official.
Tourism stakeholders across the Valley have welcomed this initiative, expressing optimism that such campaigns, backed by the government at the highest level, can help bring the sector back on track. Many believe that direct engagement with the national and international travel industry is key to countering negative perceptions and assuring tourists that Kashmir remains one of India’s most beautiful and culturally rich destinations.
