Amid fake news and fear, Indian Travel industry backs Kashmir, asks people to visit

May 21, 2025 by News Desk

In response to the April 22 Pahalgam terror attack that killed 26 people—25 of them tourists—the Indian travel industry has launched a nationwide campaign titled “Chalo Kashmir” to revive tourism in Jammu and Kashmir.

Spearheaded by the Travel Agents Association of India (TAAI), the initiative brings together over 2,400 member companies and aims to reach a million potential travellers with special tour packages, discounted airfares, and safety assurances.

“While recent disturbances have raised concerns, they cannot diminish the timeless appeal of the region,” TAAI said in a statement. “By encouraging travel to Jammu and Kashmir, we support local livelihoods and send a message of resilience, unity and hope.”

The campaign comes amid a sharp downturn in the tourism sector, with the Pahalgam attack triggering the cancellation of up to 95% of bookings. Hotels have responded by slashing prices by up to 30% to draw visitors back.

Tour operators say the industry is also battling a wave of public distrust, partly fueled by national television coverage that portrayed local Kashmiris with suspicion. In the days following the attack, several Indian news channels broadcast from Srinagar’s Lal Chowk, confronting locals and, in some cases, insinuating their complicity in the violence.

“These portrayals only deepen the divide,” said Sameer Ahmad, a Srinagar-based tour operator. “Kashmiris are also victims here—economically, emotionally, and socially.”

Despite the setback, Kashmir had a record 2.36 crore visitors in 2024, including 65,000 foreign tourists. A high-level meeting chaired by Prime Minister Narendra Modi on May 20 also discussed revival strategies.

“Such gestures may not immediately bring the sector back to full strength, but they are a vital beginning,” said Sajad Ahmad Kralyari, secretary general of the Travel Agents Association of Kashmir. “We expect at least a 20–30% revival in the coming months.”