‘Ladakh Is Waiting’: Private Tourism Industry Launches Powerful Campaign To Revive Travel

The room is ready. The tea is warm. The mountains are calling — Ladakh is waiting. (Video Grab: X/@alhghaladakh)

Ladakh — the breathtaking high-altitude desert nestled in the lap of the Indian Himalayas — has long drawn travellers seeking both peace and adventure.

Famed for its snow-capped peaks, turquoise lakes like Pangong and Tso Moriri, ancient monasteries perched on craggy cliffs, and star-studded skies, Ladakh offers moments of both thrill and tranquility. From riding across Khardung La to meditating in the stillness of Thiksey Monastery, Ladakh is more than a destination — it’s an experience.

But in the aftermath of the Pahalgam terror attack on April 22, 2025, which claimed 26 lives — many of them tourists — Ladakh’s once-bustling tourism industry has been brought to its knees.

With widespread cancellations, the region’s guesthouses, hotels, and homestays now sit eerily quiet — a harsh blow to a local economy that depends heavily on tourism. In response, private tourism players have launched a heartfelt campaign titled ‘Ladakh Is Waiting’, aiming to revive visitor confidence and remind the world that this majestic region remains safe, welcoming, and ready to embrace travellers once again.

A Call to the World: Ladakh Is Safe and Ready

Facing a sharp decline in tourist arrivals in the aftermath of the Pahalgam terror attack that claimed 26 lives — mostly tourists — private tourism players in the Union Territory of Ladakh have launched a campaign to remind the world that the region is safe and ready to welcome guests.

Initiated by the All Ladakh Hotel and Guest House Association (ALHAGHA), the campaign titled 'Ladakh is Waiting' includes a short film — a tender visual narrative that reflects the deep struggle faced by the hospitality industry in Ladakh.

The 3.21-minute video, shot around Dolma Homestay, captures the heartbreak of homestay owners whose businesses have come to a halt. In the film, a woman dresses in traditional attire and prepares her guesthouse with care — laying fresh bed sheets, setting flowers, and tidying up the rooms — hoping for visitors who never arrive.

A knock on the door and the sound of a passing vehicle light up her face — only to reveal a cow at the entrance and a group of children in the car laughing, “No tourists again.”

Later, she receives a call from her daughter:

“Did you change the bed sheet and towels? What about the flowers? You always forget the flowers... Yes, everything is ready. But, I doubt any tourists will be coming this year,” the mother replies, before placing a sad cross in her empty guest register.

The final message:
“The room is ready. The tea is warm. The mountains are calling — Ladakh is waiting.”

Ladakh is Waiting -A heartfelt tourism revival campaign by @alhghaladakh calling on visitors to return and support the regions struggling hospitality industry.#LadakhisWaiting #LadakhTourism #VisitLadakh @tourismgoi @incredibleindia @PIBTour @gssjodhpur @AltoaLadakh pic.twitter.com/ByhcYyKCVu
Ladakh Tourism (@utladakhtourism) May 27, 2025

‘We’re Not Just Waiting for Guests, We’re Waiting to Survive’

“Ladakh has always welcomed the world with open arms — with its mountains, culture, and unmatched hospitality. Today, with occupancy levels nearly at zero, every village, hotel, and homestay is waiting not just for guests, but for a chance to survive,” said ALHAGHA president Rigzin Wangmo Lachic, a first-generation hotelier, in an interview with PTI.

In response to the crisis, she shared, “We have launched a short film and campaign called 'Ladakh is Waiting', capturing the hope and resilience of the people of Ladakh.”

Tourism: The Lifeline of Ladakh’s Economy

Tourism is the lifeline of Ladakh’s economy, sustaining thousands of families across its remote and rugged terrain. The current slump has left many without work or hope, prompting ALHAGHA to reach out to the world with a heartfelt message of resilience and remembrance.

The campaign aims to not just attract visitors, but also rebuild confidence in Ladakh’s unmatched charm and safety. ALHAGHA is urging everyone to share the film, amplify the message, and reignite conversations about Ladakh — reminding the world of its serene beauty and the unmatched warmth of its people.

“We humbly ask you, as someone who loves Ladakh or has experienced its magic, to help us by sharing this campaign and video. It will go a long way in reminding the world that Ladakh is safe, open, and ready to welcome guests again,” added Lachic.

A Campaign of Hope and Solidarity

“This campaign is a call for solidarity to everyone who has visited Ladakh, worked in Ladakh, or holds it close to heart. It is time to show your love. We invite you to help us bring back the visitors who keep our mountains alive. We launched this campaign with hope to revive the industry our livelihoods are built on,” said Lachic.

As the summer season begins, Ladakh is once again extending its timeless invitation. Its valleys, monasteries, and lakes are still — and always — calling. All that’s missing is you.

Ladakh (Image: Canva)

Plan Your Trip to Ladakh

• Best Time to Visit: May to September
• Must-See Places: Pangong Lake, Nubra Valley, Magnetic Hill, Tso Moriri, Lamayuru Monastery
• How to Reach: Leh is accessible via flights from Delhi, Srinagar, and Chandigarh

Ladakh has always opened its heart to the world. Now, it needs the world to return the embrace.

By choosing to visit — or simply share this message — you’re not just supporting a destination, you’re helping sustain a culture, a way of life, and a land that heals and humbles in equal measure.

This summer, let Ladakh’s silence be replaced by stories, footsteps, and laughter.