In a bid to revitalise and revive tourism in Kashmir, India's travel Industry in league with local stakeholders have initiated what can be seen as a 'bold' initiative, "Chalo Kashmir - Kashmir Calling" campaign with multifold measures envisaged under it. The campaign has also thrust on building confidence of the tourists which has been shattered after terror attack in Pahalgam .
Spearheaded by the Travel Agents Association of India (TAAI), the "Let's Visit J&K" or “Chalo Kashmir” initiative seeks to restore traveller confidence and support the local economy severely impacted by the incident. As per TAAI the campaign is more than a tourism initiative, a heartfelt call to action, a symbol of resilience, and a testament to the enduring allure of Jammu & Kashmir. In the aftermath of Pahalgam attack, the campaign seeks to rebuild trust among travelers, support local communities, and showcase the region’s unmatched natural and cultural treasures.
At its core in context of business, Chalo Kashmir & Kashmir Calling is about unity. It brings together travel agencies, local authorities, airlines, and communities to send a clear message: Kashmir is open, safe, and ready to welcome visitors with open arms. Objective of the campaign is to invite travelers/tourists to look "beyond the headlines, embrace the valley’s hospitality, and contribute to its economic revival. Whether it’s a shikara ride on Dal Lake, a trek through the meadows of Gulmarg, or a stroll through Srinagar’s vibrant markets, Chalo Kashmir & Kashmir Calling promises experiences that are as safe as they are unforgettable."
On April 22 the serene town of Pahalgam—a haven for nature lovers and adventure seekers—was struck by a devastating terror attack resulting in loss of 26 lives . The incident sent shockwaves through the region, shattering the sense of security that had been painstakingly rebuilt over years of progress and other development measures by the Centre .The decline in tourism highlighted the urgent need for a coordinated response. The Chalo Kashmir & Kashmir Calling campaign is emerging as a beacon of hope, aiming to reverse the downturn and restore the valley’s status as India’s premier travel destination.
By addressing safety concerns, promoting cultural richness, and offering attractive travel packages, the campaign seeks to rebuild trust and bring visitors back to Kashmir’s embrace. The Chalo Kashmir & Kashmir Calling campaign employs a multifaceted approach to achieve its goals.
While both Omar Abdullah led UT government and NDA government at centre are considering ways and means to revive toursim through a host of confidence building measures, under this specific campaign stakeholders are working with local authorities, primarily for enhanced security protocols, including increased checkpoints, surveillance, and tourist police in key areas like Srinagar, Gulmarg, and Pahalgam.
Even travel agencies, including JKL Travels, have introduced discounted packages to make Kashmir accessible to a wide range of travelers, from budget adventurers to luxury seekers. Airlines are also said to be offering promotional fares and flexible booking options to encourage travel to Srinagar and other parts of Jammu & Kashmir.
This campaign assumes significance as UT government led by Chief Minister Omar Abdullah is taking series of meeting with stakeholders on one hand and the Centre too is inclined to offer help, recent meeting chaired by Prime Minister Narender Modi has also indicated tourism revival across the country as focus area, albeit not without prioritizing safety of tourists.
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