The Indian travel industry has launched the ‘Chalo Kashmir’ campaign to help restore tourism in Jammu and Kashmir after the terrorist attack in Pahalgam on April 22.
The attack, followed by growing tensions between India and Pakistan, has caused a sharp decline in tourist activity, especially in border villages. These areas now appear deserted, and many locals are struggling economically.
Impact on Local Businesses
The conflict has severely affected hotel owners, restaurant workers, shopkeepers, horse carriage drivers, and other small business operators.
Despite the challenges, there is hope that the agreement between India and Pakistan to stop military operations will lead to the return of tourists and revive the region’s economy.
Travel Associations Take the Lead
To bring tourism back on track, travel associations have started the ‘Chalo Kashmir’ campaign to invite tourists back to the valley.
The initiative is led by the Travel Agents Association of India (TAAI) and supported by over 2,400 travel companies.
Support from Travel Companies Across India
According to a Times of India report, around 100 travel companies in Kolkata have joined the campaign.
These agencies handle about 4 lakh domestic tourists each year, with 40,000 of them visiting Jammu and Kashmir.
These companies believe that promoting tourism is the best way to counter the economic damage caused by such terrorist incidents.
TAAI’s Statement and Goals
In an official statement, TAAI said:
“We welcome all organisations and individuals willing to join hands in this important mission.
Let us restore the vibrancy and vitality of one of India’s most precious regions.”
TAAI aims to reach over 1 million travellers, including families, groups, and individuals, through its member network.
Tourist Footfall Hits Record High in 2024
As per the Economic Survey 2024-25, Jammu and Kashmir recorded an all-time high of 2.36 crore tourists in 2024. This includes:
65,452 foreign tourists
5.12 lakh Amarnath pilgrims
94.56 lakh Mata Vaishno Devi pilgrims
According to News18, around 9,500 tourists visited Kashmir daily in 2024, a five-fold increase compared to 2021.
Prime Minister Reviews Tourism Sector Progress
On Tuesday, Prime Minister Narendra Modi chaired a high-level meeting to review progress in the tourism sector. The meeting was attended by:
Tourism Minister Gajendra Singh Shekhawat
Minister of State for Tourism Suresh Gopi
Tourism Secretary V Vidyavathi
Other senior officials
A government official confirmed, “The Prime Minister chaired a meeting today to review the progress of the tourism sector.”
Focus on PRASAD and Swadesh Darshan Schemes
The Prime Minister’s Office (PMO) shared a short video of the meeting on YouTube. Minister Shekhawat also posted, “Attended the review meeting chaired by PM Modi to assess tourism progress.
Our efforts to make India a top tourist destination are guided by his visionary leadership.”
A source from the Tourism Ministry said that the meeting lasted over an hour. Officials discussed the overall tourism plan, with a special focus on two major schemes:
PRASAD (Pilgrimage Rejuvenation and Spiritual Augmentation Drive)
Swadesh Darshan.
