National Tour Operators rally behind Kashmir tourism following Pahalgam attack

Srinagar, Apr 26: In a significant display of solidarity, tour operators from across India have pledged unwavering support for Kashmir’s tourism industry, which faces severe setbacks following the deadly Pahalgam attack that claimed 26 tourist lives last week.During a press conference in Srinagar, prominent tourism stakeholders voiced their determination to rebuild visitor confidence and prevent the tragedy from derailing Kashmir’s tourism revival.“The Pahalgam attack, which has reverberated not just across India but around the world, was condemned in the strongest terms by tourism stakeholders, who vowed not to let fear break the growing trust between Kashmir and the rest of the country,” said Satish Shah, owner of Pooja Holidays.

Shah expressed profound sadness over the tragedy, emphasising that the incident was “not just an attack on individuals but an assault on the spirit of Kashmir’s culture and its hospitality.”He added that “the MTO Association, the tourism fraternity of India, and people across the world condemned the violence wholeheartedly, standing united against such acts.”Drawing on his 26 years of experience working in Kashmir, Shah reminded attendees that the region has consistently overcome challenges and emerged stronger.



He recalled previous setbacks, including the aftermath of the Pulwama attack, the abrogation of Article 370, and the COVID-19 pandemic—all of which had severely impacted regional tourism. “Yet through each storm, Kashmir found a way to welcome travellers back with open arms. Now, once again, the industry must rally together to bring Kashmir tourism back to life,” Shah stated.

In a bold move demonstrating this commitment, a group of 90 tourists from Maharashtra, organised by Shah and his team arrived in Kashmir just one day after the Pahalgam tragedy. Despite initial fears, the tourists were successfully reassured through continuous communication and support from local hospitality providers, completing their tour without incident—sending a powerful message that tourism would continue.Industry leaders present at the conference, including representatives from Hazel Tours, Hina Tour & Travels, and other agencies, announced they would not cancel upcoming group tours despite facing financial losses.

“This is not about profit or loss; it’s about standing with Kashmir in its time of need,” emphasised Pankaj Chheda of Hazel Tours. “Our focus must be on rebuilding trust and reviving tourism. Credit notes ensure that tourists will return to Kashmir rather than diverting to other destinations.

”The operators also called for making Kashmir tourism more affordable and accessible. Shah suggested leveraging the recently launched Vande Bharat trains connecting Jammu and Srinagar to create reasonably priced packages for average Indian travellers. “Destinations like Manali thrive year-round with affordable group tours, and Kashmir could do the same if concerted efforts are made,” he noted.

Speakers acknowledged that the attackers’ true target was the bond of trust developing between Kashmir and the rest of India—a bond they insisted must be preserved. They stressed that while condemning the horror of the attack, Kashmir’s authentic image of kindness, beauty, and exceptional hospitality must be protected and promoted.Mushtaq Chaya, Chairman J&K Hoteliers Club, redirected attention to the human toll: “We are not here to discuss business but to mourn loss of human lives.

Allah gives rizq,” he said. Chaya acknowledged the industry challenges, noting, “There have been so far 80 percent cancellations in bookings, but this is natural and justified following such an incident. However, we remain optimistic and continue to reassure tourists about the safety and warmth of our hospitality.

”Despite the significant cancellations in the immediate aftermath, tourism leaders expressed confidence about Kashmir’s recovery. While acknowledging the challenges of the coming months, they remained convinced that collective efforts would eventually restore visitor numbers.The national tour operators emphasised Kashmir’s reputation for hospitality remains intact.

“Kashmir has always been known for its hospitality and peaceful environment. We condemn such strikes, which negatively impact the livelihood of local hoteliers, tour operators, and the entire tourism sector,” a representative stated. The post National Tour Operators rally behind Kashmir tourism following Pahalgam attack appeared first on Greater Kashmir.

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