In a show of unity and determination, nearly 100 travel agencies and affiliated tourism partners in Kolkata have come together under the banner of ‘Chalo Kashmir’, a campaign aimed at reviving Kashmir’s tourism sector in the aftermath of the recent Pahalgam terror attack. These agencies, which manage approximately 400,000 domestic tourists every year, have played a longstanding role in directing travel flows across India. Of these travellers, around 40,000 choose Kashmir annually as their destination. Through this campaign, these agencies hope to redirect public focus towards the Valley’s unmatched natural beauty and cultural richness. In recent weeks, rising tensions and security concerns following cross-border violations and violent incidents have cast a shadow over Jammu and Kashmir’s image as a safe travel destination. However, the ‘Chalo Kashmir’ movement aims to challenge this perception by encouraging people to reconsider their travel plans and visit the Valley as a way to stand with its people. The effort is gathering momentum, with more groups likely to join in as the message gains ground. The idea is simple: support does not always have to come through words or policies — sometimes, it comes in the form of a visit, a hotel booking, a guided trek, or a cup of tea bought from a roadside vendor. Public voices have added weight to the cause. Businessman and Shark Tank India judge Anupam Mittal recently posted on social media about his plans to visit Kashmir. His message was clear: retreating from the region would only deepen the wounds left by fear and violence. By choosing to travel instead, people could take part in the healing process, he argued. His post also came days after the Line of Control once again saw flare-ups, with ceasefire violations leading to temporary shutdowns of major airports, including the one in Srinagar. For a union territory so deeply tied to tourism, such disruptions hit hard, reverberating through the livelihoods of hoteliers, drivers, shopkeepers, and countless others. Amid these challenges, the Jammu and Kashmir government has been working to form a recovery plan. Chief Minister Omar Abdullah, in a recent meeting with tourism stakeholders in Srinagar, acknowledged the strain that the situation has placed on the local economy. He emphasised the need for both immediate relief and long-term strategies to rebuild confidence among potential visitors and those within the industry. His remarks pointed to specific measures under consideration, including deferments on loans for affected businesses and financial support for residents in border regions who have suffered losses. Omar also noted that interest in visiting Kashmir has not faded entirely. He said he received calls from organisations and individuals across India expressing a willingness to participate in promotional campaigns and familiarisation tours. These efforts, he said, would help rebuild the region’s visibility in a positive light and offer tourists the reassurance they need. The Chief Minister has further committed to engaging with the Prime Minister and senior officials in the central government to advocate for financial support and relief for the affected persons in the tourism sector.
‘Chalo Kashmir’
