‘Not an act of bravado’: Anupam Mittal books Kashmir trip with family, urges support for Valley’s tourism

Anupam Mittal’s post, which included images of his flight bookings, received a mixed response on social media.

In the wake of the deadly Pahalgam terror attack that claimed 26 lives on April 22, the tourism industry in Jammu and Kashmir has suffered a sharp decline, with hotels and houseboats left largely unoccupied. Amid growing concerns and cancellations, Shaadi.com founder Anupam Mittal took a public stand in support of the region’s tourism-dependent economy, sharing his own travel plans to the Valley and encouraging others to do the same.

In a lengthy and impassioned LinkedIn post, Mittal disclosed that he had booked flight tickets to Kashmir with his family. He clarified that his decision was not an act of bravado but a show of solidarity with the people of Kashmir, whose livelihoods have once again been placed at risk following the recent surge in tensions.

“While we celebrate India's strong response to Pakistan, let's not forget who'll bear the biggest burden, Kashmiris,” he wrote. “The same Kashmir that was finally beginning to thrive — where tea sellers went from Rs 5,000 a month to Rs 5,000 a day thanks to booming tourism... will now face cancelled trips, shuttered hotels, and another wave of fear and uncertainty. And that's exactly what our enemies want — fear. Retreat. Silence.”

Mittal’s post, which included images of his flight bookings, received a mixed response on social media. He explained that the gesture was intended to encourage responsible travel to Kashmir and to help safeguard the economic wellbeing of thousands of local business owners, vendors, and service providers who rely on tourism for survival.

“So here's what I'm doing — I just booked my tickets to Kashmir. With my family,” he said.

He added, “Because if we let Kashmir's economy crumble, if we let fear win, then those who lost their lives in Pahalgam will have died in vain.”

Mittal concluded his post with a powerful call to action: “We stood behind our Army. Now let's stand beside our people.”

The post quickly gained traction online, with users divided in their reactions. Some applauded his courage and initiative. “What a man you are. In this time of warmongering hate peddlers this was a much needed post. Kudos to you Anupam Mittal..!!!” commented one user.

Another shared a personal experience, writing, “This is the absolute right way. My family was also stuck in Kashmir during the attacks but they chose to complete their trip and buy products from local vendors without any bargaining as they were already very much affected by the terrible attacks.”

However, others questioned the wisdom of his move and raised concerns about safety. “Anupam Mittal, here is the beauty of such weird bravados. If you perish doing that, you are no more there to talk about it. My earnest suggestion — do not push the normalcy unless you have investments there. People have fear, quite genuine ones, and let time heal the wounds, not such stupid acts,” one user remarked.

Another echoed the sentiment, stating, “There are many other ways to help them; taking the risk of our lives and the lives of our family members by going there is not the only way — it's just my point of view.”

“It’s a good thought not to stop visiting Kashmir but I think right now if the dates are nearby, [it may] not make sense to visit as there might be blocked roads, attraction places,” suggested another commenter