Barely weeks after the tragic terror attack in Pahalgam that claimed 26 lives, Jammu and Kashmir’s tourism industry, backed by national travel bodies, is mounting a determined campaign to bring visitors back to the Valley. Spearheaded by the Travel Agents Association of India (TAAI), the “Chalo Kashmir” or “Let’s Visit J&K” campaign is a bold move to counter fear with footfall. With over 2,400 member companies across the country, TAAI is positioning the campaign as a show of solidarity and resilience, urging tourists to return and support a region heavily dependent on travel and hospitality.

The campaign has gained strong traction in cities like Kolkata, where nearly 100 agencies have pledged support. These agencies alone handle close to four lakh domestic travellers annually, including over 40,000 headed to Jammu and Kashmir, underscoring the potential impact of the initiative. In response to the attack’s economic aftershocks, the industry is also offering promotional travel packages and negotiating discounted airfares in collaboration with airlines to make Kashmir more accessible. “Tourism is not just about leisure—it’s about livelihood and national unity,” said a spokesperson from TAAI.

Prime Minister Narendra Modi’s high-level review meeting on 20 May has further energised the campaign, with government assurances on enhancing safety and boosting infrastructure. Despite the recent turmoil, J&K’s tourism numbers tell a story of rising momentum. The Economic Survey 2024–25 reports a record 2.36 crore visitors in 2024, including over 65,000 foreign tourists. Daily tourist averages in Kashmir hit 9,500, five times higher than in 2021.