Bollywood & MEA Unite: Kashmir’s Comeback to Global Tourism
Srinagar 28 April 2025: Bollywood and the Ministry of External Affairs (MEA) are joining forces to revive tourism in Kashmir, showcasing the region’s resilience and commitment to growth despite recent challenges. The tragic Pahalgam attack, which claimed innocent lives, initially led to widespread cancellations of travel plans. However, efforts are underway to restore confidence among tourists and promote Kashmir as a safe and welcoming destination.
Bollywood’s Role in Reviving Tourism
Prominent Bollywood actors like Atul Kulkarni and Suniel Shetty have stepped forward to encourage travelers to visit Kashmir. Kulkarni, during his visit to Pahalgam, emphasized that terrorism cannot deter the spirit of 1.4 billion Indians. He stated, “Kashmir is ours, and we will keep coming to this place. Love, not hate, is the solution.” Similarly, Shetty urged people to plan their holidays in Kashmir, reinforcing the message that fear should not dictate travel decisions.
MEA’s Appeal to Lift Travel Advisories
The MEA has appealed to countries like the U.S., U.K., Australia, and Canada to reconsider their travel advisories against visiting Jammu and Kashmir. During a special briefing, officials highlighted the economic impact of these advisories on the region and urged international stakeholders to acknowledge the improved security situation. The MEA’s diplomatic efforts aim to reassure foreign tourists and encourage them to explore Kashmir’s beauty.
Also Read | Kashmir Rising Strong: A Land of Peace, Beauty, and Unbreakable Spirit
Government & Industry Push for Tourism Revival
The Union and J&K governments, along with private stakeholders, are implementing comprehensive measures to attract and retain tourists:
Infrastructure & Investment:
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Revamping roadways, airport connectivity, and transport networks.
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Upgrading tourist infrastructure (hotels, homestays, trails, campsites).
Campaigns & Outreach:
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Launch of campaigns like “Love Kashmir, Promote Kashmir”.
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Incentives and financial relief for tourism-based businesses.
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Marketing collaborations with travel influencers and content creators.
Transparent Communication:
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Regular security updates.
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24/7 helplines for tourists.
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Real-time info on weather, transport, and health safety.
Also Read | Kashmir’s Enduring Allure: An Invitation to Rediscover Its Splendor
Ground Voices: A Local Speaks
INTERVIEW: Riyaz Ahmad – Hotel Owner, Pahalgam
Q: How has tourism changed after the attack?
A: “We were shattered. But when actors and government officials came, hope returned. Tourists are our lifeline.”
Q: Is it safe now?
A: “Absolutely. There’s security, cooperation, and hospitality like never before.”
Q: What do you want to tell the world?
A: “Come see the real Kashmir — peaceful, warm, and beautiful.”
A Message of Resilience
The overarching message is clear: Kashmir remains safe, welcoming, and ready to host travelers. By visiting the region, tourists not only experience its unparalleled beauty but also contribute to its economic recovery and defy the designs of those who seek to disrupt peace.
