The campaign is a gesture of solidarity with the people of Jammu and Kashmir, according to the Travel Agents Association of India, which has more than 2,400 member companies behind it.
One of India’s and the world’s most famous, picturesque, and culturally significant travel destinations is still Jammu & Kashmir. The “Let’s Visit J&K” or “Chalo Kashmir” campaign was started by the Travel Agents Association of India (TAAI) in reaction to tourism-related worries after the April 22 terror incident in Pahalgam. According to TAAI, the biggest and oldest organization in India that represents the travel, tourism, and hospitality sectors, the campaign’s goals are to boost the region’s tourism economy and bring it back to life.
Official data indicates that 2024 witnessed record levels of tourists in Kashmir. 2.35 crore tourists visited Jammu and Kashmir in a record-breaking year, according to PTI. This comprised approximately 65,000 foreign visitors as well as pilgrims traveling to Amarnath and Vaishno Devi.
“The region’s timeless charm cannot be diminished by recent events, despite the fact that they have created fears. The legacy of Jammu and Kashmir cannot be erased by an incident intended to cause disruption, the TAAI said in a press release. “By encouraging travel to Jammu and Kashmir, we support local livelihoods and send a message of resilience, unity and hope,” the organization stated.
The Managing Committee and Chapter Chairpersons of TAAI unanimously decided to actively and consistently promote travel to Jammu and Kashmir during a meeting on May 16, 2025.
Through the direct clientele of its 2,400+ member businesses throughout India, the association hopes to reach over a million travelers, including families, groups, and individuals.
Important Projects in the “Let’s Visit J&K” Campaign:
Coordination with the J&K Government: TAAI has asked the Hon. Chief Minister and relevant officials to put in place robust security measures for all Union Territory visitors.
Support From The Hospitality Sector: In order to provide travelers with individualized services and exclusive promotional packages, the campaign intends to collaborate with hotels and regional travel agencies.
Engagement With Airlines: In order to make travel to Jammu and Kashmir more accessible and alluring, airlines are being asked to provide promotional pricing.
Activating Local Network: The program is being actively carried out by the TAAI J&K Chapter, which has more than 100 member businesses in the travel and tourist industry.
The Campaign’s Takeaway For Indian Travelers:
Give J&K a place in your heart.
Plan to travel to J&K.
Encourage the J&K folks.
Let’s work to boost J&K tourism.
