Srinagar, May 24: In a united effort to restore the confidence of travellers and revive tourism in Kashmir, the Travel Agents Society of Kashmir (TASK) has joined hands with travel agents across India under the banner of the “Chalo Kashmir” campaign. The initiative was launched in response to the April 22 terror attack in Pahalgam that left 26 dead, including a tourist, and sparked a wave of concern over safety in the Valley.
The campaign, spearheaded by around 100 Kolkata-based travel companies, is now gaining traction nationwide. These companies alone cater to nearly 4 lakh domestic tourists annually, including more than 40,000 who travel to Jammu and Kashmir. Through their collective networks and partnerships, the campaign is expected to reach over one million potential travellers across India.
“The ‘Chalo Kashmir’ initiative launched by our partners in Kolkata has received an overwhelming response,” said Muhammad Ibrahim Siah, President of the Travel Agents Society of Kashmir.
“As a result, many travel agents in other parts of the country have taken the lead and launched the campaign locally as well. It’s a nationwide effort to send one clear message: Kashmir is safe and ready to welcome tourists.”
The April attack dealt a serious blow to the region’s already fragile tourism sector, with many travellers cancelling planned trips in the weeks that followed. However, Siah and other industry leaders believe that campaigns like “Chalo Kashmir” are crucial to changing perceptions and bringing visitors back.
“We are fully aware that it will take time to rebuild confidence,” Siah added. “But our efforts are continuous, and we’re grateful to travel agents across the country for doing their part to promote Kashmir as a secure and beautiful travel destination.”
As part of the campaign, TASK is planning a series of road shows across major Indian cities during the upcoming summer holidays in July. These events will showcase the Valley’s unique tourism offerings—from its breathtaking landscapes and vibrant culture to its warm hospitality and peaceful atmosphere.
“Travel agents are the first point of contact for anyone planning a trip. When they assure travellers that Kashmir is safe, it makes a big difference. We are doing everything we can to support this confidence-building effort.”
The campaign has struck a chord not just within the tourism sector but among citizens who view it as a symbol of national unity and resilience.
“The ‘Chalo Kashmir’ campaign is more than a marketing initiative—it’s a message,” said a senior member of the Travel Agents Association of India (TAAI).
“We refuse to let terror define our choices. By continuing to send tourists to the Valley, we are standing with the people of Kashmir.”
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.
“Terror cannot silence Kashmir’s beauty or its people’s spirit. The world needs to see that our doors are open, our hearts are warm, and our Valley is safe,” Siah said.
