National travel bodies rally behind Kashmir tourism revival post-Pahalgam attack

Srinagar, Jun 10: With Kashmir’s tourism sector reeling in the aftermath of the Pahalgam attack, leading national travel industry associations have stepped in with a firm resolve to restore traveller confidence and promote the Valley as a safe and attractive destination.

The Travel Agents Association of India (TAAI) held a press conference in Srinagar today, launching its nationwide campaign *Rally for Valley* aimed at combating fear and reviving tourist footfall.

Simultaneously, the Travel Agents Federation of India (TAFI) is preparing for its upcoming Extended National Joint Council meeting in Srinagar and Pahalgam from June 13 to 16, which will be attended by 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 organise the Extended National Joint Council in Kashmir to create a positive vibe and instill confidence in the travel fraternity. With more than 60 high-end travel companies participating, including top-level national representatives, this gathering will send a strong message that Kashmir is safe and open for tourism.”

TAAI President Sunil Kumar, who is leading a delegation of 75 travel company heads, reiterated the association’s deep-rooted commitment to Kashmir. “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. That is the strongest message we can give.”

Kumar emphasised that TAAI, with over 2,500 member companies across India, can impact public perception through its network of 20 regional chapters. “After our 2018 convention in Srinagar, tourism boomed in Kashmir. We want to recreate that success story again. But for that, we need support from the media, the public, and the government.”

He highlighted the dire need to counter the negative perception that has developed 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.”

Calling on the government to ensure tourist safety, Kumar added, “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.”

TAAI’s *Rally for Valley* will continue across the country, using city-level campaigns to promote Kashmir as a premier travel destination. With national associations like TAAI and TAFI backing the Valley with high-level support, stakeholders in Kashmir hope this will mark the beginning of a strong recovery for the region’s vital tourism industry.