‘KASHMIR CHALO’ Initiative Launched to Revive Tourism in the Valley

In a significant move to revive tourism in the Kashmir Valley, Jammu and Kashmir Tourism in collaboration with the Maharashtra Tour Operators Association (MTOA), the Department of Tourism Kashmir, and the J&K Hoteliers Club has launched the ‘KASHMIR CHALO’ initiative. This joint effort aims to restore confidence among tourists and reaffirm the Valley’s status as "Paradise on Earth."

This initiative also seeks to support the upcoming Amarnath Yatra by showcasing that Kashmir is once again ready to welcome pilgrims and tourists from across the country.

Honourable Chief Minister Omar Abdullah chaired a high-level meeting to discuss the revival of tourism in the region. Speaking on the occasion, he assured the safety and well-being of locals and visitors alike, stating, “The valley is safe after Operation Sindoor. We will ensure that such terrorist attacks do not impact the daily life of the people or the guests of Kashmir. We want the world to view Jammu & Kashmir’s tourism as a vital economic activity. While we must proceed with caution, our aim is to bring tourism back to the Valley soon.”

Addressing the recent challenges, the Chief Minister acknowledged, “The past few weeks have been difficult for the nation, but Jammu & Kashmir has borne the brunt. My government is committed to taking all necessary steps to overcome this situation. Tourism must be conflict-neutral and should never be a tool of politics. We will protect and promote the industry accordingly.”

The meeting also welcomed a delegation of sixty tour operators from Maharashtra, who have arrived to experience the Valley firsthand and convey the message of safety and hospitality back to their clients and networks.

Mr. Vishwajeet Patil, President of MTOA, shared his support for the campaign, saying, “As representatives of the tourism industry, we pledge to bring back tourists to Kashmir. We assure travelers that security measures are in place and the situation is steadily returning to normal.”

Veteran leader Dr. Farooq Abdullah also strongly condemned the recent terror attacks and expressed solidarity with the people and the tourism fraternity of Kashmir.

Mr. Abhijeet Patil, travel industry stalwart and a strong advocate for national tourism revival, expressed his optimism and support for the ‘KASHMIR CHALO’ initiative, stating, “Kashmir has always held a special place in the heart of every Indian traveler. The resilience of its people and the government's proactive steps have created a strong foundation for tourism to bounce back. As industry leaders, it is our responsibility to rebuild traveler confidence, promote safe tourism, and ensure that Kashmir regains its rightful place as one of India’s most cherished destinations.”

The ‘KASHMIR CHALO’ initiative is poised to become a turning point in restoring traveler confidence and rejuvenating the tourism-driven economy of the region. With collective efforts from both government and industry stakeholders, Kashmir is ready to welcome visitors with open arms and renewed promise.