In a determined effort to rejuvenate tourism in Jammu and Kashmir following the devastating terror attack in Pahalgam on April 22, which claimed the lives of 26 tourists, the Indian travel industry has launched the "Let's Visit J&K" or “Chalo Kashmir” campaign.
This initiative, spearheaded by the Travel Agents Association of India (TAAI) and backed by over 2,400 member companies, aims to restore confidence among travelers and support the local economy, NDTV reported.
Meanwhile, Prime Minister Narendra Modi chaired a crucial meeting on May 20 to assess the progress of India's tourism sector and explore strategies to revitalise and promote tourism while ensuring the safety of travellers.
According to a TOI report, approximately 100 travel companies in Kolkata have joined the ‘Chalo Kashmir’ campaign, viewing it as a robust response to the recent attack. These agencies, which collectively manage about 4 lakh domestic tourists annually, including 40,000 to Jammu and Kashmir, believe that promoting tourism is the most effective way to counteract the economic disruption intended by such acts of terror.
In a press statement, TAAI said it “welcomes the support of all organizations and individuals willing to join hands in this important mission. Let us come together to restore the vibrancy and vitality of one of India’s most treasured regions.”
TAAI aims to reach more than one million travellers - including families, groups and individuals - through the direct customer base of its 2,400+ member companies across India.
The travel industry is actively working to restore confidence among travellers by offering special promotional packages and collaborating with airlines for discounted fares to encourage travel to the region, as per the Economic Times. These measures are part of a broader strategy to promote normalcy and economic recovery in Kashmir through the revival of its crucial tourism sector.
According to the Economic Survey 2024–25, Jammu and Kashmir recorded 2.36 crore tourist visits during 2024 - the highest ever. This includes 65,452 foreign tourists, 5.12 lakh Amarnath yatris and 94.56 lakh yatris for Mata Vaishno Devi. Official data reviewed by News18 says, about 9,500 tourists arrived in Kashmir each day in 2024 on average, marking a fivefold surge compared to 2021.
The "Let's Visit J&K" or “Chalo Kashmir” campaign sends a strong message of resilience and unity, reinforcing tourism as a symbol of defiance against terrorism targeting the region’s economy. By encouraging travel to Jammu and Kashmir, the initiative supports local livelihoods and underscores the timeless appeal of the region.
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