In the wake of the recent Pahalgam attack, the Travel Agents Association of India (TAAI) has stepped up with its bold “Rally for Valley” initiative, aimed at reviving tourist confidence in Jammu and Kashmir. Over 75 TAAI leaders, including families, assembled in Srinagar to lead this symbolic campaign, showcasing their commitment to restoring Kashmir’s image as a safe, welcoming travel destination.
President Sunil Kumar emphasised that the presence of members on-ground is a clear message to counter fear with facts. He recalled the flourishing tourism pre-April and urged media collaboration in spreading the word that “Kashmir is open.” The initiative echoes TAAI’s historic dedication, including its impactful 2018 convention in Srinagar that drew over 700 travel professionals.
The campaign also sees leadership from Sameer Bakhtoo (J&K Chapter Chair) and Sriram Patel (Secretary General), who will lead visits to Pahalgam, Gulmarg, and Sonmarg. The team aims to gather ground-level insights and present them to the Union Tourism Ministry and state bodies for decisive action.
Calling for visible safety measures and consistent support, Sunil Kumar stressed that tourism is not just leisure—it’s a livelihood. The campaign, he says, is not a one-off—it will continue until Kashmir regains its rightful place on the global tourism map.
