Kashmir Stands Strong, and So Does India’s Tourism Community
By: Javid Amin
Srinagar, April 26: In a remarkable display of unity, strength, and resilience, India’s national tour operators have pledged unwavering support to Kashmir’s tourism industry in the wake of the devastating Pahalgam terror attack that tragically claimed 26 innocent tourist lives. The incident, which sent shockwaves across India and the world, has only strengthened the determination of tourism stakeholders to rebuild confidence, trust, and peace in Kashmir — often referred to as the Paradise on Earth.
During a heartfelt press conference in Srinagar, major voices from across India’s tourism sector gathered to express not just their solidarity, but also their commitment to revive Kashmir’s tourism stronger than ever before. Their message was clear: Kashmir’s spirit cannot be broken.
A Unified Front: Tour Operators Lead the Charge to Support Kashmir
‘This Is About Humanity, Not Business,’ Say Industry Leaders
Tour operators representing some of India’s largest travel agencies arrived in Srinagar to participate in a press conference that felt less like a formal event and more like a heartfelt show of unity.
Speaking to a packed hall, Satish Shah, the seasoned owner of Pooja Holidays, captured the mood with an emotional statement:
“The attack in Pahalgam was not just an attack on individuals; it was an attack on the soul of Kashmir — a land known for its warmth, beauty, and hospitality.”
Shah, who has spent 26 years promoting tourism in Kashmir, reflected on past adversities — from the Pulwama attack to the abrogation of Article 370, and even the COVID-19 pandemic — each of which tested Kashmir’s resilience.
“Every time Kashmir has faced challenges, it has emerged stronger. This time will be no different.”
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Tourism Must Go On: Tourists Return to Kashmir After Tragedy
A Bold Step: 90 Tourists from Maharashtra Visit Kashmir the Very Next Day
In a gesture of courage and faith, 90 tourists from Maharashtra, organized by Shah and his team, arrived in Kashmir just one day after the horrific Pahalgam incident. Despite the initial wave of fear and uncertainty, constant reassurance and open communication between the tourists and local hospitality providers ensured a smooth, incident-free trip.
Their successful visit sent a resounding message:
Terror will not defeat the spirit of tourism, nor the indomitable hospitality of Kashmiris.
This powerful example has reignited hope across Kashmir’s struggling tourism sector.
Standing With Kashmir: Financial Losses Take a Backseat
‘It’s About Kashmir, Not Profits,’ Declare Operators
Representatives from agencies like Hazel Tours, Hina Tour & Travels, and many others announced a historic decision: they would not cancel upcoming tours to Kashmir, despite facing significant financial risks.
Pankaj Chheda of Hazel Tours said with conviction:
“This is not about profit or loss. It’s about standing with Kashmir in its hour of need. If we don’t support now, when will we?”
Tour operators offered credit notes to affected tourists instead of refunds, encouraging them to postpone — not cancel — their plans to visit Kashmir. This strategy ensures that travelers will eventually return to the Valley, preventing long-term damage to the region’s economy.
Making Kashmir Tourism Accessible to Every Indian
Leveraging the Vande Bharat Express for Affordable Travel
Satish Shah pointed to practical steps that could boost Kashmir’s recovery. Highlighting the launch of Vande Bharat trains connecting Jammu and Srinagar, Shah suggested developing affordable, attractive packages targeted at middle-class Indian families.
“Manali thrives with budget-friendly group tours throughout the year. Why not Kashmir? With smart planning, Kashmir can become a year-round, affordable destination for everyone.”
The goal is clear: Make Kashmir tourism inclusive, affordable, and accessible.
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Protecting Kashmir’s Image: More Than a Business Responsibility
Condemning Terror, Promoting Humanity
Every speaker at the conference reiterated a common belief: The real target of the Pahalgam attack was not just tourists — it was the growing bond between Kashmir and the rest of India.
Protecting and nurturing that bond is now the top priority.
The focus must not solely be on the economic impact but on preserving Kashmir’s image as a place of kindness, beauty, and unmatched hospitality.
“Kashmir is not just snow-capped mountains and scenic valleys. Kashmir is a feeling. A feeling of being welcomed with a smile, a cup of kehwa, and open arms,” said a representative from Hina Tour & Travels.
A Humanitarian Perspective: Remembering the Lives Lost
Mourning Together: Humanity First, Business Later
Mushtaq Chaya, Chairman of the J&K Hoteliers Club, delivered a poignant reminder during the gathering:
“We are not here to talk business today. We are here to mourn the loss of human lives. Rizq comes from Allah. We will rebuild, but first, we must remember.”
Chaya also highlighted that 80% of bookings were canceled in the days following the attack — a severe blow to an industry already struggling. However, he emphasized understanding tourists’ fears, expressing optimism that with time, trust would be restored.
Hope Amid Uncertainty: Industry Remains Optimistic
‘The World Must Know That Kashmir Welcomes With Love’
While cancellations have hit hotels, houseboats, and tour operators hard, there is strong belief that Kashmir’s famed hospitality will once again draw visitors back.
Tour operators stressed that Kashmir’s true story must be told:
“The attack was an act of hatred by a few. The love of millions of Kashmiris must not be overshadowed by the hate of a handful.”
They appealed to media houses to report responsibly and accurately, without sensationalizing events in a way that further alienates the Valley from the rest of India.
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Reviving Kashmir’s Economy: Beyond Tourism
Sustainable Tourism, Local Empowerment, and Economic Resilience
Tour operators discussed the need for a long-term vision to make Kashmir tourism not just bounce back but become sustainable, resilient, and community-driven.
Key strategies discussed included:
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Promoting Rural Tourism: Encouraging stays in rural Kashmir to spread benefits beyond cities.
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Eco-Tourism Initiatives: Protecting Kashmir’s fragile environment while welcoming tourists.
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Skill Development Programs: Training local youth in hospitality, guiding, and entrepreneurship.
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Promotional Campaigns: Telling authentic, positive stories about Kashmir through digital platforms.
Bottom-Line: Kashmir’s Spirit Will Never Be Defeated
A New Dawn for Kashmir Tourism
The solidarity shown by India’s national tour operators in the wake of the Pahalgam tragedy marks a turning point. It is a testament to the unbreakable spirit of Kashmir’s people and the power of national unity.
Despite the pain, despite the setbacks, Kashmir remains ready — with open arms, open hearts, and a smile that refuses to fade.
Final Words: An Invitation to India and the World
“Come to Kashmir. Come not just for its breathtaking landscapes, but for the breathtaking kindness of its people. Come, and become part of a story of resilience, hope, and humanity.”
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