TAAI leads the charge to restore confidence in J&K tourism with ‘Rally for Valley’ campaign

In response to the recent terror attack in Pahalgam, the Travel Agents Association of India (TAAI) has launched a powerful initiative titled “Rally for Valley”. This campaign aims to combat fear, counter negative perceptions, and revive tourist footfall in Jammu and Kashmir, reaffirming the region’s identity as a safe and welcoming destination.

Speaking to the media from Srinagar, where 75 TAAI member leaders from across the country have convened, Sunil Kumar, President of TAAI, emphasised the association’s unwavering commitment to restoring confidence among travellers. Sunil said, “The primary purpose of this campaign is to promote J&K as a safe tourist destination and support the local livelihood. We are here to show the world that Kashmir is safe. Many of us have come with our families. This is our way of leading by example.”

Sunil highlighted the dramatic shift in perception following the incident. He noted, “Tourism before April was thriving; hotels were full. Today, rooms lie empty. Even the hotel where I am staying is empty. Fear is the enemy, and we are here to fight that fear with facts and our physical presence.”

Established in 1951, TAAI is now in its 74th year, representing over 2,500-member travel companies across India. Recalling the association’s 2018 convention in Srinagar, which saw participation from over 700 agents nationwide, Sunil noted how successful the event had been in driving interest and business to the region. “Following the Pahalgam incident, we could not remain silent. We launched the ‘Rally for Valley’ campaign to support and promote tourism in Jammu and Kashmir once again,” asserted Sunil.

The campaign is also being spearheaded by Sameer Bakhtoo, Chairman of TAAI’s J&K Chapter, and Sriram Patel, Honorary Secretary General from Gujarat. In addition to Srinagar, the delegation will travel to Pahalgam, Gulmarg, and Sonmarg, engaging with local stakeholders and gathering feedback. These insights will be compiled into a report for the Union Tourism Ministry, with each state member sharing findings with their respective local governments.

Sunil further called for unified efforts from all sectors, especially the media. “You are leaders in your domain, and we are in ours. Charity begins at home. Together, we must lead by example and tell the world that Kashmir is open and welcoming.”

Calling on the government to prioritise tourist safety, Sunil emphasised, “Confidence stems from visible action. Authorities must ensure the safety of those who choose to visit. Tourism here is not just about leisure; it is the lifeline for thousands across Kashmir.”

Sunil also reiterated the need to remind travellers of the joy and relief that holidays bring. “Everybody wants a holiday to relax and spend time with family. When tourists sense that calm is disturbed, they turn elsewhere. We want them to return to their original plans and choose Kashmir,” said Sunil.

Concluding on an optimistic note, Sunil stated, “We believe the taste of success will bring lasting benefits to the people of Kashmir. This is not just a campaign; it is our responsibility. The campaign has begun, and it will continue until it creates a meaningful impact.”