By Kavita Mistry 
In a powerful display of solidarity with the people of Jammu & Kashmir, the Travel Agents Association of India (TAAI) has launched a nationwide tourism revival campaign titled “Let’s Visit J&K.” The initiative, announced via an official circular, is designed to rekindle tourism in the Union Territory and reinforce confidence among domestic travellers following recent unrest in the region.
The campaign is part of TAAI’s broader commitment to preserving and promoting India’s tourism economy, particularly in regions where travel and hospitality serve as critical sources of livelihood. The association is mobilising its 2,400+ member network across India, along with airline and hospitality partners, to promote J&K as a vibrant, safe, and scenic destination for families, groups, and individual travellers alike.
“In the face of adversity, tourism is a message of peace, hope, and unity,” said Sunil Kumar R, President of TAAI, in the association’s statement. “We cannot allow the recent disturbances to steal away the glory of Jammu & Kashmir—one of India’s most iconic and culturally rich destinations. The time is now to reclaim the region’s tourism momentum and restore economic vitality for its people.”
Kumar added that TAAI’s Managing Committee and Chapter Chairpersons had unanimously resolved to act immediately. “We’re not just promoting a destination—we’re supporting thousands of families whose livelihood depends on travel and tourism. This is our commitment, and it is unwavering.”
The “Let’s Visit J&K” campaign will roll out in phases, with Phase One targeting over one million potential travellers through direct engagement and aggressive social media outreach. Key initiatives include:
Partnership with the J&K Government: TAAI is seeking direct collaboration with the state’s Chief Minister and tourism authorities to ensure robust safety and hospitality measures for visitors.
Hospitality Collaborations: TAAI will work with hotels, local tour operators, and ground partners in the state to curate special promotional packages and personalised visitor experiences.
Airline Engagement: Leading Indian airlines are being invited to support the campaign with discounted fares and travel incentives for J&K-bound travellers.
Local Chapter Activation: TAAI’s Jammu & Kashmir Chapter—comprising over 100 active travel and tourism entities—is fully engaged in amplifying the campaign on the ground.
An industry-wide appeal
TAAI’s leadership, including Vice President Bettaiah Lokesh, Secretary General Shreeram Patel, and Treasurer Paras Lakhia, jointly urged the broader travel trade community and the Indian public to join the mission. “We appeal to every Indian traveller: make space in your heart for J&K, make plans to visit J&K, and support the people of J&K,” said the statement.
The attack, described as one of the deadliest in recent years, has shocked the industry and sparked a strong wave of solidarity from major tourism stakeholders across India. The incident comes at a time when Kashmir has been witnessing a tourism revival post-pandemic, with record-breaking visitor numbers. The attack targeting tourists at the peak of the spring travel season has raised serious concerns.
This industry-wide appeal aligns with TAAI’s historic commitment as a national tourism leader. As it approaches its 75th anniversary in 2026, the association reiterated its responsibility as a custodian of the Indian travel and tourism sector.
Tourism has long been a driver of both economic opportunity and social stability in Jammu & Kashmir. However, recent geopolitical disturbances have led to concerns among travellers and a temporary lull in tourism activity. TAAI’s initiative comes as a timely intervention to not only revitalize the destination but to restore traveler confidence.
While acknowledging that security concerns are real, the association emphasised the importance of not allowing “incidents aimed at chaos” to derail a destination’s progress or overshadow its potential. “Peaceful tourism is the strongest counter-narrative to unrest,” Sunil Kumar noted.
Unity over fear
The campaign also serves as a subtle yet powerful message of national unity. TAAI has urged Indian travellers to view their travel choices as meaningful contributions to the country’s inclusive growth and social harmony.
With Jammu & Kashmir positioned as one of the country’s most awe-inspiring and serene getaways, “Let’s Visit J&K” is being framed not only as a travel push but also as a patriotic act of community support.
TAAI has also expressed its openness to partnerships from other industry bodies, tourism boards, airlines, corporates, and influencers who wish to join the campaign. The goal is to create a “collective wave of travel” that rejuvenates J&K’s tourism economy while projecting India’s resilience to the world.
“Let’s Visit J&K is not just a slogan—it’s a movement of solidarity, of courage, and of confidence in the incredible beauty and spirit of Kashmir,” said Kumar.
