In a powerful show of solidarity, Kashmir’s travel trade fraternity on Wednesday vehemently condemned the recent killing of tourists in Pahalgam, emphasising that the entire region is mourning the tragedy of visitors who “came to Kashmir on a leisure trip and returned in coffins.”

At a joint press conference in Srinagar, leaders from various tourism and business organisations expressed their grief and outrage over the incident that has sent shockwaves through the Valley.

“I am short of words to express the depth of our grief and anguish,” said Mushtaq Ahmad Chaya, Chairman of Jammu and Kashmir Hoteliers Club, his voice heavy with emotion. “What has happened is not just condemnable and unfortunate, it’s an attack on everything we stand for as Kashmiris. For generations, we have prided ourselves on being gracious hosts who treat guests as family—this violence contradicts the very essence of our identity.”

Chaya continued, “It is not only Kashmir’s travel trade fraternity but the entire population of Kashmir that is mourning the loss of these innocent tourists. Every home in the Valley feels this pain as if it were their own family member. When visitors come to Kashmir, they become part of our extended family, and today we feel as though we have lost our own.”

Referring to Kashmir’s centuries-old tradition of hospitality, Chaya emphasised, “Kashmiris have always upheld the ethos of brotherhood and compassion. Our cultural heritage is built on treating visitors with utmost respect and care—we are globally known for our hospitality. I want to make it absolutely clear that whoever has committed this dastardly act of violence is not one of us and does not represent Kashmir or its people in any way.”

He clarified the purpose of their gathering, saying, “We have assembled here today not to discuss business concerns or economic impacts, but to console the families of the tourists and civilians who lost their lives and to express our deepest sympathies with them. This is a time for us to stand united in grief and to reaffirm our commitment to the values that have always defined Kashmir.”

The Kashmir Valley observed a complete shutdown on Wednesday in response to a strike call given by business organisations. Tariq Rashid Ghani, President of the Chamber of Commerce and Industries Kashmir (CCIK), highlighted the significance of this unified response. “Today’s strike call given by us is a clear indication of how deeply Kashmiris are saddened by this unfortunate incident,” Ghani said. “There was not a single area in Kashmir which didn’t observe the shutdown. The pain of those killed and injured in the terror attack was felt by every Kashmiri.”

Manzoor Ahmad Wangnoo, Chairman of NTTA, reinforced the message that the attack does not represent Kashmir’s values. “Kashmiris are peace-loving, and we firmly believe that humanity is above all. Killing a human being is killing all of humanity. Whoever is involved in this heinous act is not among us, and we strongly condemn this incident,” he declared.

The press conference also included perspectives from visitors familiar with the region. Abhijit, Managing Director of Raja Rani Travel Company, offered reassurance based on his extensive experience working with Kashmir’s tourism sector.

“I have been working with the travel and trade fraternity in Kashmir for decades. They are most hospitable, and I firmly believe that we will bounce back,” Abhijit stated. “Currently, there is panic, which is common among tourists, but I will convey this message that Kashmiris are the most hospitable people, and this is an isolated incident, which is unfortunate but doesn’t represent Kashmir.”

The press conference was attended by several heads and members of trade, travel, and business organisations from across Kashmir, demonstrating a united front in condemning the violence and supporting the region’s reputation for hospitality and peace.